Great taste can’t always be sold.
Coke Zero has made a lot of progress in recent years convincing a broader audience to try their product. But there’s still a large amount of people out there who refuse to believe they’ll enjoy the taste.
So for their latest campaign, instead of trying to convince people through traditional advertising messaging, Coke Zero literally let the bubbles, fizz and condensation of the product speak for itself.
A tasty typeface,
sourced from the product.
To craft key visuals for its latest global campaign, we used cutting-edge technology to develop a ‘Sans Sugar’ typeface, made entirely of real product elements.
The custom font design used Neural Network Object Detection to find naturally-occurring letters amongst the fizz, condensation and bubbles of Coke Zero.
To develop it authentically, 100,000 photos of liquid were taken through a glass and formed into various shapes. Altogether, more than 40 million liquid elements were scanned over 500 hours.
Taste that speaks for itself.
As the imagery was collected, it was compiled into a dataset, where custom software then recogniszed letters from the alphabets of hundreds of different languages.
The flexible custom typography allowed Coke’s creative teams to produce print, out of home placements OOH and digital advertisements for dozens of different markets around the world.
Coca-Cola’s brand marketing team praised the innovative approach for having the product itself at the core of the communication.
