Coca-Cola's legacy in brand management dates back to the 1930s, exemplified by Robert W. Woodruff's commitment to maintaining the company's iconic red color. To modernize this iconic branding, Coca-Cola has partnered with Adobe to develop Project Fizzion, an AI tool designed to help maintain brand compliance across its vast array of global operations. Unlike traditional AI cost-cutting measures, Fizzion enhances creative processes without reducing campaign spending, aiming to foster creativity while alleviating design pressures faced by teams worldwide.
Back in the 1930s, Robert W. Woodruff, president of the Coca-Cola Co., would carry a red swatch in his wallet. Of course, it wasn't just any red. It was Coca-Cola red.
But where Woodruff used a swatch, Coca-Cola's design team has spent the past four years dreaming up a modern operational upgrade to its 400 pages of brand guidelines.
Coca-Cola is clear that Fizzion is not about cost cutting via AI. As it's integrating Fizzion globally, it's doing so with no reduction in spending on brand campaigns.
Instead, the company believes it's charting a path forward that's sustainable for creatives to drive better work and eliminate headaches under deadline.
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