1. RetailWit

Zevia ribs Coke’s AI holiday ads in bigger push for brand awareness

Written by Posted on Less than 0 min read

The better-for-you brand’s new commercial, part of a more aggressive ad-spending strategy, shows uncanny AI images nodding to Coke iconography.

Dive Brief:

  • Zevia is taking a swipe at rival Coca-Cola as the better-for-you soda brand ramps up its ad spending around the holidays, according to a press release. 
  • A new commercial, “Break from Artificial,” shows uncanny images generated with artificial intelligence (AI) that not-so-subtly rib Coke’s recent AI-generated holiday campaign. Messaging draws a connection between artificially generated people and “artificial sodas.”
  • The ad concludes with cans of Zevia getting cracked open by real actors, positioning the company as a healthier alternative. Zevia is spending more on ads around the 2024 holidays than any year since its launch in 2007, speaking to renewed activity from soft drink upstarts. 
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