In Saudi Arabia, Pepsi arrived first. Now they are first in the market and first on media spend. However, there's a place that Coca-Cola has owned for over a century: movies and TV shows. So we created a native Alexa skill that puts Coca-Cola on viewers' lips every time it pops up on screen.

Coca Cola I See Coke 1
I See Coke is a one-of-a-kind voice-activated campaign. We're not only creating a fun and engaging experience for consumers, but we're also opening new routes to market with a creative commerce solution.

Santiago Cony Etchart

Creative Strategy Director, The Coca-Cola Company Eurasia & Middle East

In Saudi Arabia, Coca-Cola’s competitors arrived first. They were first in the market and first in media spend. But there is a place Coca-Cola has owned for centuries: movies and TV shows.

Combining Coke’s pop-culture reach with machine learning in a new campaign in Saudi Arabia, we put Coca-Cola on viewers' lips every time it popped up on-screen, bridging Amazon Alexa’s recently launched Khaleeji Arabic language capability with the in-home TV-watching experience.

From a wall sign in the background to a bottle on the table, we turned over 100 years of product placement into an interactive, shoppable experience. "I See Coke" is a built-in Alexa skill that puts Coca-Cola on viewers' lips every time it pops up on the screen. To execute, we cataloged thousands of hours of content. Using machine learning, we identified hundreds of Coca-Cola placements and created customized replies with an offer for every single appearance. "I See Coke" was launched nationwide and automatically added to Alexa devices in Arabic and English, no download or activation required.

  • +234% Brand Awareness
  • 96% Offer Redemption
  • Most Mentioned Brand to Alexa

Please provide your contact information to continue.

Before submitting your information, please read our Privacy Policy as it contains detailed information on the processing of your personal data and how we use it.

Awards

2023 New York Festivals

2023 New York Festivals

Commerce and Creativity - Conversational Commerce


Gold

2023 New York Festivals

2023 New York Festivals

Commerce and Creativity - Entertainment Commerce


Silver

2023 New York Festivals

2023 New York Festivals

Collaborations and Partnerships - Food / Drink / Restaurants


Silver

2023 New York Festivals

2023 New York Festivals

Print - Food / Drink / Restaurants


Silver

2023 Gerety Awards

2023 Gerety Awards

Media Cut - Emerging Commerce


Bronze

2023 London International Awards

2023 London International Awards

Radio - Radio & Audio Creativity in Commerce


Silver

2023 London International Awards

2023 London International Awards

Radio - adio & Audio Innovative Use of Radio & Audio


Bronze