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

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Awards

The One Show

The One Show

2024


Gold & 2 Bronze

The Clio Awards

The Clio Awards

2024


Silver & 3 Bronze

New York Festivals

New York Festivals

2023


Gold & 3 Silver

2023 Gerety Awards

2023 Gerety Awards

Media Cut - Emerging Commerce


Bronze

London International Awards

London International Awards

2023


Silver & Bronze