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Coca-Cola's AI holiday campaign is a blunder

by WarriorForum.com Administrator
26 replies
If you're thinking of launching a holiday campaign, ensure you don't use Coca-Cola's blueprint.



If you're in the know, Coke's new AI-generated holiday ads attracted a lot of flak. Some comments describe the campaign as "a soulless and creepy, dystopian nightmare"; "biggest branding blunder of the year".

Of note is that none of Coke's AI ads made it to the top 30 most effective holiday campaign ads of 2024. And that's saying something considering this is Coca-Cola we're talking about.

Our take
Considering Coca-Cola has a massive budget, it's appalling they used AI-generated ads for the holiday spirit. And yes, any AI-generated image and video is something dystopian; could you imagine 20 years from now where everything is pretty much AI-generated with 0% human touch? That's just bollocks.

But bad publicity is still publicity.

I'm not gonna share the YouTube videos here, but you sure can look it up on the video platform.

Chime in.
#blunder #campaign #cocacola #holiday
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  • Profile picture of the author max5ty
    They gave Pepsi a gift this year.

    There was a lot of backlash over the ad before the mainstream media even picked the story up.

    All AI created without a single real human, yet they want real humans to buy their drink. Maybe AI will buy Coke and drink it?

    Will be very interesting to see Pepsi's response.

    Sometimes companies can't stop tripping over themselves.

    It's like the new Jaguar/Land Rover ad that received huge blowback.

    You've got people graduating from college these days with an idea of how the whole world should work when they work on creating ads...except it doesn't work the way they were taught in college.
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  • Profile picture of the author Princess Balestra
    Bollocks indeed!

    Swingin' like badly wielded DOOL CLUBS 'gainst most anythin' you hold dear!

    Relentlessly!

    Like a STORM of thwap thwap thwap thudded 'pon most pernickety sensibilities!

    Gotta figure Coke done good back in the day positionin' Santa an' his sleigh-to-truck metaphoricals as the gateway to festive flavah ...

    but like Lucifah tells us, evin the shiniest of stars can kinda BOMB.

    My view?

    You would always wanna figure the guys at Tomorrow-4-U gonna level withya 'bout yr prospects on equal terms.

    Which is why this ad so diffrent from the heartsy pukesy promo we seen so far from this Brand Tryin' To Keep Pace In The Maelstrom.

    Gotta figure whenya see ZERO SOUL face up as a YEAH I WANT THIS proposition you natchrlly have ishoos as we look ahead to 2025.

    What is yr thing?

    How canya say it?

    Why does this mattah?

    It is always this way with leaspsiness into the fyootchure.

    Too many majah brands hangin' their reputation on a clinically unfulfillable promise, far as I concerned.

    As wars break out an' restlessness proliferates!

    What are we to do?

    FFS let us naht gotta goddamn suffah no STORM of thwap thwap thwap against our most pernickety sensibilities!

    How canya evin shahp for the dinkiest of heels undah such clouds of de-empowerin' obfuscayschwaahn?

    Spesh effects age gravely.

    Trooth perpetuates trooly.

    You gaht a start on kudos sans flash, you run with it.

    Less'n the finest of horses now fall at the stoopidest of hurdles.

    The traddah you are, the more you mortally wounded by flux.

    If'n it helps, I prefer natchrl froot flavahs plus also no extra fart prompts.

    Coke may no longah be The REAL THING, but I guess you still wakin' next day bendin' ovah an' firin' it out anyways.

    Should such a scenario hold your intrest ...
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  • Profile picture of the author Kay King
    All AI created without a single real human, yet they want real humans to buy their drink. Maybe AI will buy Coke and drink it?

    This has been my argument all along ...A.I. is GREAT if you are 'creating' content....it can do it all FOR you. But we know A.I. has no personality, no humor, no subtlety...no matter how great your 'prompts' are.



    I think the coke ad was meant to be 'ahead of it's time' and it's not. Another one out there right now is the Jaguar ad...not A.I. but ridiculous just the same and the public is saying so.


    Unlike a marketer with a few with a few sites or blogs....huge companies like Coke and Jaguar can try these experiments and survive them when they bomb.
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    • Profile picture of the author max5ty
      Originally Posted by Kay King View Post

      This has been my argument all along ...A.I. is GREAT if you are 'creating' content....it can do it all FOR you. But we know A.I. has no personality, no humor, no subtlety...no matter how great your 'prompts' are.



      I think the coke ad was meant to be 'ahead of it's time' and it's not. Another one out there right now is the Jaguar ad...not A.I. but ridiculous just the same and the public is saying so.


      Unlike a marketer with a few with a few sites or blogs....huge companies like Coke and Jaguar can try these experiments and survive them when they bomb.
      I also agree about the Jaguar ad I mentioned in my previous comment.

      That ad got almost instant negative responses on X (just one of the many places).

      I'm sure Coke will survive. Whether their shareholders will be happy or not is another story if the company evaluation drops.

      It was like the whole Bud Light thing where they lost almost 2 billion and their company's evaluation dropped like 20 billion and they fell to #2.

      I believe most people are pretty tolerant of how others want to live their lives...what they aren't tolerant about though is when it is shoved down their throats.

      Any advertiser should realize they have a core constituent that buys most of their products...they have to advertise to them and not the very small percentage of people with different views. We're seeing more and more what happens when a company takes its core buyers for granted.
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    • Profile picture of the author Monetize
      Originally Posted by Kay King View Post

      But we know A.I. has no personality, no humor, no subtlety...no matter how great your 'prompts' are.

      A.I. has all those things.

      And why are you stuck on 'content.'

      A.I. can perform at least 100 different tasks.

      Have you even used it.

      Ever?

      The things you all say on here cracks me up on a regular basis.
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      • Profile picture of the author max5ty
        Originally Posted by Monetize View Post

        A.I. has all those things.

        And why are you stuck on 'content.'

        A.I. can perform at least 100 different tasks.

        Have you even used it.

        Ever?

        The things you all say on here cracks me up on a regular basis.
        I have tried to use AI for some of those things.

        I haven't been able yet to get it to tell me about a personal experience it's had with the subject matter I'm asking it about.

        People want to read about personal experiences.

        Humor? Yeah. I don't think there's a group anywhere that would say AI is good at humor.

        Added: I don't think there's a single person in the forum who hasn't said AI has a lot of good uses.

        However, I try to keep the argument about AI based on the topic being discussed which in this case is about ads.

        AI can be used for ideas when it comes to content, outlines, etc.

        Coke gave 3 agencies the task of producing an AI ad. This was just 1 of them. I will be very surprised if we see the other 2?

        A whole lot of people, and I mean a lot, are getting very upset with Tiktok, etc. because of all the AI-generated videos. Tiktok, Instagram, and Reels will no doubt be taking some sort of action soon.
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        • Profile picture of the author Monetize
          Originally Posted by max5ty View Post

          I have tried to use AI for some of those things.

          I haven't been able yet to get it to tell me about a personal experience it's had with the subject matter I'm asking it about.

          People want to read about personal experiences.

          Humor? Yeah. I don't think there's a group anywhere that would say AI is good at humor.

          Added: I don't think there's a single person in the forum who hasn't said AI has a lot of good uses.

          However, I try to keep the argument about AI based on the topic being discussed which in this case is about ads.

          AI can be used for ideas when it comes to content, outlines, etc.

          Coke gave 3 agencies the task of producing an AI ad. This was just 1 of them. I will be very surprised if we see the other 2?

          A whole lot of people, and I mean a lot, are getting very upset with Tiktok, etc. because of all the AI-generated videos. Tiktok, Instagram, and Reels will no doubt be taking some sort of action soon.

          Why should a supercomputer, that is a technology, be
          able to tell you about a personal experience that it had?

          That is definitely an exercise in futility.

          I am aware that people want to read about personal
          experiences, and A.I. can write about that.

          If I tell it to write a story from the perspective of a mom
          that just had a baby, it can do that very well.

          And yes, it does humor.

          As to the Coca~Cola commercial, it is fine. It's not as if
          they are going out of business, or people will stop using
          their products, because of this A.I.-generated ad.

          You think the millennials are so upset about A.I. videos
          and other A.I. content that they will boycott TikTok?

          Keep it real.
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          • Profile picture of the author max5ty
            Originally Posted by Monetize View Post

            Why should a supercomputer, that is a technology, be
            able to tell you about a personal experience that it had?

            That is definitely an exercise in futility.

            I am aware that people want to read about personal
            experiences, and A.I. can write about that.

            If I tell it to write a story from the perspective of a mom
            that just had a baby, it can do that very well.

            And yes, it does humor.

            As to the Coca~Cola commercial, it is fine. It's not as if
            they are going out of business, or people will stop using
            their products, because of this A.I.-generated ad.

            You think the millennials are so upset about A.I. videos
            and other A.I. content that they will boycott TikTok?

            Keep it real.
            Well, we have a difference of opinions sometimes.

            And yes, millennials are upset, and they're the main group protesting fake TikTok videos.

            Coke won't go out of business...their company value may take a hit. I said may...and even though they'll keep operating, stock dividends are a real thing to shareholders.

            I know you're a big AI person.

            When we're selling, we're selling to real people, not AI-produced people.

            If we don't know how to talk to those we're selling to person to person we have a problem.

            Anyway, back to your other comment about you thinking it was humorous what people say on here about AI...

            I haven't read anyone say yet that AI wasn't useful in a ton of ways.

            So, I know you're a big defender of AI for probably everything you do, but try and keep things in perspective on the whole subject.
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            • Profile picture of the author Monetize
              Originally Posted by max5ty View Post

              Well, we have a difference of opinions sometimes.

              And yes, millennials are upset, and they're the main group protesting fake TikTok videos.

              Coke won't go out of business...their company value may take a hit. I said may...and even though they'll keep operating, stock dividends are a real thing to shareholders.

              I know you're a big AI person.

              When we're selling, we're selling to real people, not AI-produced people.

              If we don't know how to talk to those we're selling to person to person we have a problem.

              Anyway, back to your other comment about you thinking it was humorous what people say on here about AI...

              I haven't read anyone say yet that AI wasn't useful in a ton of ways.

              So, I know you're a big defender of AI for probably everything you do, but try and keep things in perspective on the whole subject.

              It doesn't matter about our difference of opinion because
              facts are facts.

              Just like when I told you that A.I. was going to cause people
              to lose their jobs, you got defensive about it, but that was a
              fact not an opinion.

              You don't know whether I'm a big A.I. person or not since
              you don't know anything about me. All you know is what I
              post on this forum.

              I'm not defending A.I., I am stating facts. Most of the people
              on this forum griping and complaining about how A.I. can't
              do this, that, and the other haven't even used it.

              And honestly, I don't really give a care whether other internet
              marketers use it or not.

              In the meanwhile, my products are selling just fine and I
              do not have a problem dealing with people.
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              • Profile picture of the author max5ty
                Originally Posted by Monetize View Post

                It doesn't matter about our difference of opinion because
                facts are facts.

                Just like when I told you that A.I. was going to cause people
                to lose their jobs, you got defensive about it, but that was a
                fact not an opinion.

                You don't know whether I'm a big A.I. person or not since
                you don't know anything about me. All you know is what I
                post on this forum.

                I'm not defending A.I., I am stating facts. Most of the people
                on this forum griping and complaining about how A.I. can't
                do this, that, and the other haven't even used it.

                And honestly, I don't really give a care whether other internet
                marketers use it or not.

                In the meanwhile, my products are selling just fine and I
                do not have a problem dealing with people.
                Well, here's the thing today that shed some light on your misthinking about AI.

                You said you thought the Coke ad was fine.

                You're in the minority.

                So much in the minority that the majority of thoughts opposed to your view caused major media outlets to run stories on the dissatisfaction.

                So, my point is simple.

                No matter how much of a proponent you want to be for AI, the argument isn't being bought by the majority of people in every case.

                It's something to consider.
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              • Profile picture of the author Princess Balestra
                Originally Posted by Monetize View Post

                It doesn't matter about our difference of opinion because
                facts are facts.
                Says whoomzy?

                Since when did Gaahshspewel entah the roomsy?

                As a Sagittarian shitspouttah fullah A Grade horseshit, gotta figure I always afford my audience the luxury of bein' mebbe at least 1% right.

                Thing is, we seein' all kindsah brands strikin' out all controvershl rn, an' that is prolly the thing to do in catalytic times.

                Jag-waahr simultaneously threw its legs wide open an' closed down the pussy; Burgah King said it OK to drip mayo on yr nooborn's head bcs you cain't fry up yr own placenta without burnin' down the frickin' hospital.

                Always there are goofs, but you would favor Forrest Gump trippin' ovah his own shoelaces ovah ditzo tech spazzmalgorithmin' out (an' lackin' all self-awareness to evin cayurre).

                All I know is, we gaht a rooral downhome backlash 'gainst smartsypants tech prolly brands oughta figure more in their reachouts.

                We gonna see more stuff like this.

                An' it don't mean AI is intrinsickly evil, or we'd all be saved by gowin' back to quills & leeches -- jus' kinda, if'n you wanna hooman on up (bcs it ain't yr phone or yr tablet bein' persuaded to act here) you gotta have real flesh n blood puckery lips an' warmth in yr heart born of ACTSCWL KISSIN'.
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  • Profile picture of the author Kay King
    The things you all say on here cracks me up on a regular basis.

    I live to entertain you - and I have many times praised A.I. for the things it does make possible. I played with A.I. briefly early on - but I don't need it for anything.

    You seem to recommend A.I. in every post - how is that different from someone who does not recommend it? You might be surprised how many on this forum think they can post using A.I. - and surprised at how quickly and accurately mods notice those posts and delete them.


    There are some here (monetize is one of them) who are skilled in using A.I and can produce good results with it. Most new IMers won't bother - they will learn to spit out 'content' and call it 'done'.
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    • Profile picture of the author Monetize
      Originally Posted by Kay King View Post

      You seem to recommend A.I. in every post - how is that different from someone who does not recommend it?

      I recommend it when I think that the member's problems can be resolved by using it.

      That is all.
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  • Profile picture of the author Kosmalll
    It's interesting to see how AI is starting to influence major brands, but it seems that Coca-Cola failed to create an emotional connection with consumers in this case. I agree that capturing the holiday spirit is difficult without a human touch. Maybe this is a good lesson that even with a big budget, authenticity is key
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  • Profile picture of the author Odahh
    The coke ad is impressive. But makes me want to use AI to create content I'm interested in more than buy a coke.

    But my view is people have been complaining about cgi sense at least Star Wars episodes one was released in 1999 now they get to complain about AI generated content.

    As for the Jaguar ad sales are apparently down 50 percent over the last 4 years and there would probably be far more push back if jaguar actually tried to market to the kind of people who would spend at least 120k usd for a sports car.

    Oh wait does Jaguar still sell luxury cars the ad didn't have a car or a real logo in it

    Outside issues with AI. It seems every big brand has forgotten who buys their products and is using marketing and or prices that anger their core consumers.

    Do companies show these ads to focus groups anymore or have they reduced that to algorithms or AI as well.

    Corporations are learning nothing from why people hated self checkout.
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  • Profile picture of the author Frank Donovan
    I'm not sure any coke drinkers are going to change their habits over this. The fact that a carbonated, sweetened, colored, additive-laden, industrially-produced product can even be spoken about as "authentic" is a triumph of marketing/positioning in the first place.

    Not that I have a dog in this race. The only fizzy drink I ever go near is champagne.

    That and Alka-Seltzer.


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  • Profile picture of the author Jamell
    I s big and powerful as coca cola is and seeing where they came from.I am sure they'll pivot
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  • Profile picture of the author godsepallavi17
    Yes many brands have started using AI-generated images and videos for ad campaigns . Those are not much impressive as compared to the earlier real-world ads.
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  • Profile picture of the author Kay King
    Saw a cartoon online that covers the blunders pretty well....


    A Queen lounging on the hood of a Jaguar holding a Bud Lite - and the tagline was "Jaguar is the new Edsel". But - not a Coke in sight.
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    • Profile picture of the author max5ty
      Originally Posted by Kay King View Post

      Saw a cartoon online that covers the blunders pretty well....


      A Queen lounging on the hood of a Jaguar holding a Bud Lite - and the tagline was "Jaguar is the new Edsel". But - not a Coke in sight.
      The whole thing really comes down to the base that buys the product.

      Jaguar also owns Land Rover and I've been thinking I really don't want to drive around in a Land Rover much anymore when the ad has guys wearing dresses

      It's Bud LIght 2.0.

      I'm sure Coke will survive and I'm sure they won't go out of business anytime soon. But, I'm also sure the shareholders will probably have a thing or 2 to say.

      Also, it gives Pepsi a little leg up in the whole thing.

      Edit for clarification: I didn't mean Jaguar owns Land Rover, I meant the same company owns both of them.
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      • Profile picture of the author Frank Donovan
        Originally Posted by max5ty View Post

        The whole thing really comes down to the base that buys the product.
        Jaguar must believe that its traditional base is dwindling. It's just announced that from this month it will no longer be retailing any new cars in the UK - prior to a relaunch as an all-electric brand. Probably one reason why no car was featured in the ad.

        One long-running problem with the brand is that while most drivers (at least in the UK) think fondly of Jaguar and like the idea of Jaguar being around, they're not actually buying the cars. So this campaign is part of a repositioning project.

        It seems the manufacturer is betting on there being a worthwhile premium electric car market in the near future which it can grab a slice of.

        The obvious risk it that if it alienates traditional Jaguar buyers without attracting enough newer customers, it'll be a baby and bathwater outcome.
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        • Profile picture of the author max5ty
          Originally Posted by Frank Donovan View Post

          Jaguar must believe that its traditional base is dwindling. It's just announced that from this month it will no longer be retailing any new cars in the UK - prior to a relaunch as an all-electric brand. Probably one reason why no car was featured in the ad.

          One long-running problem with the brand is that while most drivers (at least in the UK) think fondly of Jaguar and like the idea of Jaguar being around, they're not actually buying the cars. So this campaign is part of a repositioning project.

          It seems the manufacturer is betting on there being a worthwhile premium electric car market in the near future which it can grab a slice of.

          The obvious risk it that if it alienates traditional Jaguar buyers without attracting enough newer customers, it'll be a baby and bathwater outcome.
          I just don't understand how the whole rebrand will be based on androgynous poeple?

          They're not the base buyers.
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  • Profile picture of the author ZoeMarketr
    From what I've seen of branding and advertising from some key companies recently, it seems Coca-cola are in good company! What's interesting is how these huge brands spend a lot of money on 'brand awareness' but for us much smaller businesses, it's direct response we need. We can't pay our mortgages with 'likes' etc so we run our ads so our audience will take a direct action which aligns with our brand and strategy. Perhaps there is a lot we can learn (not to do) from our big brother colleagues!
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    • Profile picture of the author max5ty
      Originally Posted by ZoeMarketr View Post

      From what I've seen of branding and advertising from some key companies recently, it seems Coca-cola are in good company! What's interesting is how these huge brands spend a lot of money on 'brand awareness' but for us much smaller businesses, it's direct response we need. We can't pay our mortgages with 'likes' etc so we run our ads so our audience will take a direct action which aligns with our brand and strategy. Perhaps there is a lot we can learn (not to do) from our big brother colleagues!
      Yes, big companies have to spend a lot on brand awareness.

      You have to understand they're advertising for all the distributors that carry their products...and the dealers that sell their cars etc.

      Coke wants you to think about them the next time you go to your local store and go down the beverage aisle.

      So, in essence, what big companies are doing is helping their customers who are those that sell their products.

      If a big company neglects to advertise, its suppliers aren't as excited to push their products.

      We've been talking about everyday consumers in this thread...but not how the retailers and dealers are feeling.

      In the case of Bud Light, yes everyday consumers were upset...but, it was nothing compared to what their retailers were saying.

      I've had this discussion many times when someone tries to point out the money big brands waste on advertising and have tried to explain that this type of advertising is not how a small business would advertise because the big brands have different advertising goals.

      It's early and I don't know if I explained all that in the best way because there's a lot of science behind how the big brands advertise and a little comment can't cover the whole scope.
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  • Profile picture of the author dp001
    I think large company campaigns will have these issues till Ai generated content gets acknowledged and becomes mainstream
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  • Profile picture of the author Christian Hanson
    Tbh i think it's on step further than just they used AI or it's soulless and dystopian. At its core the ad itself is generic and forgettable, nothing about it stands out and it almost feels like they just went into their AI software and typed in "generate Christmas ad" and slapped the result on TV.

    This is a polarizing take but I think it *MAY* be possible to create an ad with AI that does very well, THIS however is lousy.
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