Bringing Coke into the AI age

Coca-Cola Creations had already made Coke taste like space, pixels and dreams. For its next drop, the brief went further: create the taste of the year 3000. Y3000 became the first futuristic Coke flavour co-created with human and artificial intelligence, using technology not just to advertise the product but to help shape its flavour and visual world.

Working at Virtue, I helped name Y3000 and develop the global campaign idea. “Taste the Future” turned an unknowable flavour into an invitation. Scan the can and Y3000 Cam transformed whatever was in front of you into a personalised glimpse of the year 3000, built to work across more than 30 markets.

The launch rolled out globally. People could create and share their own futures, AMBUSH translated the Y3000 world into a capsule collection, and Las Vegas ended up wearing it when the campaign took over the Sphere for a week.