WPP Open X: The Coca-Cola Company’s Coke SoundZ

The distinctive sounds associated with drinking Coca-Cola evoke a sense of satisfaction and pleasure in consumers. Leveraging this iconic sonic branding, Coca-Cola sought to explore innovative ways to further engage consumers through sound, using insights from neuroscience to create uplifting experiences with the help of WPP Open X led by AKQA and supported by EssenceMediacom.

Enter Coke SoundZ, the world's first AI-powered instrument designed to play uplifting sounds. Coca-Cola captured its signature sounds using advanced binaural microphones, then trained an AI to compose a diverse range of delightful tunes. Both digital and physical versions of Coke SoundZ were meticulously designed for an optimal user experience, with features like volume adjustment by rotating the cap and generating new sounds with a simple press.

The physical manifestation of Coke SoundZ pays homage to the iconic Coca-Cola contour bottle, seamlessly integrating tactile pads and buttons into its sleek design.

Coke SoundZ marks a new milestone in auditory branding, showcasing Coca-Cola's commitment to innovation and consumer engagement. The instrument has been featured in collaborations with artists worldwide, empowering them to unleash their creativity and share unique compositions with the world. Influencers, music producers, and DJs such as Marshmello have embraced Coke SoundZ, further amplifying its reach and impact.

By leveraging sound psychology and cutting-edge technology, Coca-Cola has transformed its brand experience, creating a dynamic platform for auditory exploration and expression. Coke SoundZ not only enhances consumer engagement but also reinforces Coca-Cola's position as a leader in innovative marketing and brand storytelling.