Coca-Cola is set to launch a global Christmas campaign that utilises artificial intelligence (AI) technology to enable fans to create and share digital greeting cards. The campaign, hosted on CreateRealMagic.com, features iconic Coca-Cola images and characters, allowing consumers to engage with the brand in a novel and interactive way.

Pratik Thakar, Coca-Cola’s Global Head of Generative AI, described the campaign as a means to 'democratise our creative assets and the latest AI tools.' The initiative aims to foster connections during the festive season by leveraging AI technology to offer a personalised and immersive experience.

The AI platform used for this campaign merges the capabilities of ChatGPT-4 and DALL-E. These tools generate human-like text and images based on text inputs, respectively, enabling users to create unique and personalised digital cards.

In a move to amplify consumer engagement, Coca-Cola plans to feature consumer-created artwork and creations from partner artists on 20 digital billboards worldwide. These include high-visibility locations such as New York’s Times Square and London’s Piccadilly Circus.

The holiday card-generator will be accessible in over 40 markets globally, reflecting Coca-Cola's commitment to a broad and inclusive reach. The campaign also includes a 'Find Your Inner Santa' quiz available via the Coca-Cola mobile app. Scannable on-pack and digital OOH codes offer consumers the chance to win festive prizes.

In addition to the digital campaign, Coca-Cola will also be running a Christmas Caravan truck tour, delivering community experiences in more than 40 markets. This aligns with Coca-Cola’s core values of optimism, happiness and making a difference, as stated by Islam ElDessouky, Global Head of Creative Strategy and Content for Coca-Cola.

The campaign was developed by a consortium of agencies including Bain & Company and WPP Open X, with contributions from Essence Mediacom, BCW, Ogilvy and Obviously.