"Artificial things can be convenient, but they can also be concerning to people - from AI videos without the feeling of human connection to sodas with artificial ingredients," said Zevia Chief Marketing Officer Kirsten Suarez in a press statement. "While our lighthearted parody ad aims to entertain in response to the increasing use of AI in marketing, we hope it starts a conversation about what consumers really want in their beverages."
The ad concludes with cans of Zevia getting cracked open by real actors, positioning the company as a healthier alternative. Zevia is spending more on ads around the 2024 holidays than any year since its launch in 2007, speaking to renewed activity from soft drink upstarts.
Coke's AI-generated holiday campaign caused a stir in the creative community - and provided a ripe target for competitors. Zevia is linking the off-putting qualities many see in AI images with artificial ingredients in a shot across the bow at the soft drink category's top dog.
Coke's seasonal push this year references nostalgic ads from its past, but with visuals generated with AI. The approach has received a negative response from some viewers, who have described the look of the videos as "soulless" and at odds with Coke's larger "Real Magic" positioning.
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