Zevia mocks Coke’s AI holiday ads to pitch its all-natural soda

Coca-Cola’s AI-generated holiday commercials have provoked lots of conversation in the industry and beyond. And now they’ve brought an amusing response from Zevia, the all-natural soda brand, which parodies Coke’s work while telling consumers it’s “the perfect time to get real and try Zevia.” The beginning of Zevia’s new 30-second spot spoofs Coke work, but with AI imagery that’s unnervingly exaggerated. It shows Santa flying a giant drone, polar bears eating Christmas presents, trucks mowing down snowmen and a woman with three arms drinking a Coke-like soda. Also read: 10 campaigns to know about today The holidays are a time “when animals come bearing gifts, random trucks enter your town and artificially generated people hold up artificial sodas for no reason,” the voiceover says sarcastically. The spot then shifts to show people drinking cans of Zevia, described as a “naturally delicious” soda with no artificial colors, flavors or sweeteners and zero sugar. Also read: Coca-Cola’s AI holiday TV ads—creatives and consumers react to the spots Kirsten Suarez, Zevia’s CMO, told Ad Age that the brand had a campaign already in the works poking fun at AI, then shifted to target Coke specifically when those ads came out. “We decided to quickly pivot some of our scenes to portray a timely culturally relevant message about Zevia’s benefits, now as a holiday parody ‘poking the polar bear,’” Suarez said. “We hope the ad entertains but also starts a conversation and drives consumer awareness that Zevia is a great option to help people ditch fake, artificial beverages. We’re proud that Zevia is naturally delicious and not suspicious—with zero artificial flavors, sweeteners, colors and zero sugar.” Zevia said the campaign represents its biggest marketing push since its launch in 2007. The company did not specify the ad spend but said the spot will be released in paid social and paid CTV, along with seeking earned media. The brand partnered with Miami-based agency Multi on creative development and AdWaken.AI to create the AI parody scenes and edit the spot. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Zevia mocks Coke’s AI holiday ads to pitch its all-natural soda

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