Coca-Cola has partnered with Adobe to launch a new design intelligence platform called Project Fizzion, which reimagines traditional brand guidelines by using AI technology to capture designers’ choices in real-time. The platform allows for the automatic application of brand guidelines across various formats, platforms, and markets.
Key Features of Project Fizzion
- Real-time Adaptation: According to Rapha Abreu, Global Vice President of Design at The Coca-Cola Company, "Fizzion enables logos and other design elements to understand how they should behave and adapt in different contexts."
- Streamlined Design Process: This innovative approach aims to streamline the design process for the company’s global branding efforts.
Coca-Cola’s Commitment to Innovation
The partnership with Adobe is part of Coca-Cola’s broader commitment to innovation. The company continues to push boundaries through collaborations that drive growth and progress.
Other Collaborative Projects
In addition to Project Fizzion, Coca-Cola is also working on:
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Project Kansas with Microsoft: This initiative aims to create an end-to-end digital experience for consumers, including a new app that provides exclusive content for customers who purchase products from retailers like Walmart or Target.
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Collaboration with Google Cloud Platform (GCP): Coca-Cola is exploring cloud-based services such as data analytics tools like BigQuery and machine learning capabilities via Vertex AI to better understand consumer behavior and preferences.
Augmented Reality Initiatives
Coca-Cola has been exploring the use of augmented reality (AR) technology in its marketing efforts. In 2022, the company launched an AR campaign called "Share a Coke," which allowed customers to scan QR codes on bottles or cans to access exclusive content, including games and videos featuring popular celebrities like Taylor Swift and Kendrick Lamar.
Conclusion
Overall, these partnerships demonstrate Coca-Cola’s commitment to innovation in marketing strategy through collaborations that drive growth and progress.
Adobe also announced the acquisition of Frame.io for $1 billion earlier this year, although no details were provided regarding any integration with Project Fizzion.
The launch of Project Fizzion follows several years of research into how AI could be used more effectively within creative teams at large companies, including Procter & Gamble and Unilever.
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