I See Coke

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.