S02. Beverages (Alcoholic and Non-Alcoholic)

To dominate Taiwan’s hyper-competitive Lunar New Year beverage market, Coca-Cola launched “Coke AI: The True Message.” Amidst a landscape of discount-heavy campaigns, Coke addressed a deep cultural tension: the local hesitation to express affection directly. Utilizing a Large Language Model (LLM) fine-tuned with Taiwanese colloquialisms, the brand created an “Emotional Decoder” that translated indirect everyday greetings into heartfelt messages and personalized digital visuals. Executed through a dual-track approach of mobile-first web and immersive offline installations, the campaign engaged over 10,000 participants at scale. The results were transformative, securing #1 emotional resonance and significant organic media reach. By leveraging AI to lower the barrier for expressing love, Coca-Cola successfully evolved from a seasonal beverage choice into an essential “Emotional Medium,” reinforcing its brand leadership in human connection during the most family-centered time of the year.