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AI Creation, AI Validation:
A Case Study of Coca-Cola's 'Masterpiece'

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Coca-Cola has recently revealed its latest installment in the 'Real Magic' brand platform with a captivating global ad titled 'Masterpiece.' This extraordinary campaign showcases the transformative power of artificial intelligence (AI) in the realm of art while featuring Andy Warhol's iconic painting of a Coke bottle.

The visually stunning ad employs a fusion of live action shots, digital effects, and stable diffusion AI to create a mesmerizing animation style. Coca-Cola's 'Masterpiece' campaign seamlessly merges the realms of AI and art, emphasizing the enthralling possibilities that emerge when technology and creativity unite. It invites viewers to experience the enchantment of AI-infused art, showcasing the extraordinary impact it can have on our everyday moments.


Just take a look at some random comments on YouTube under this advertisement.

While the advertising has received positive reviews for its creativity, appeal, and brand consistency, strategic adjustments are needed to optimize its impact. In this case study, we have pinpointed specific episodes for optimization, aiming to enhance content engagement, sustain emotional impact, and fine-tune image perception.

AI is not our future anymore, it’s our reality. We at Empath are actively using AI. Our webcam eye-tracking and facial coding are based on AI algorithms; this allows our clients to get the most accurate and quick research results. It takes a few days now, not weeks to set up, run and analyze neuromarketing project results.

Let’s analyze the ad created with the help of AI by using research tools based on AI!

Let’s take a look at how viewers (thanks God it’s still real people 😂) react to Coca-Cola’s visual masterpiece.

Keeping the audience focused

The 'Masterpiece' ad, despite its extended duration, captivates viewers from start to finish. Common practice dictates grabbing viewers' attention in the opening scene (usually within the first 5 seconds) and the closing message (typically within the last 10 seconds). Although Coca-Cola initially faced a challenge in capturing the audience's attention, they managed to do so successfully towards the end of the video. While there were specific engaging moments dispersed throughout the approximately 2-minute story, the overall advertisement struggled to consistently sustain viewers' interest.

Emotional involvement - yes or no?

Despite the generally low level of emotional involvement, the ad's story reveals a positive aspect. As the video unfolds, it skillfully reverses the trend, concluding on a high note marked by a significant upswing in emotional engagement.

As we analyze the video, we identify several pivotal moments where emotions peak, forming memorable spikes that deeply connect with the audience. These surges of emotion not only heighten memorability but also carry the potential to leave a lasting impact.

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Balancing Emotions Valence and Opinion

Although the emotional tone of the Coca-Cola Masterpiece video tends to skew slightly negative, there were instances where it successfully elicited the most positive responses or left respondents emotionally neutral.

Additionally, user feedback on the storyline, gauging how much viewers liked what was portrayed in the ad at each moment, indicated that the ad was perceived as attractive.

By combining emotional responses with a definitive evaluation of the video's episodes, you acquire valuable insights into the effectiveness of each segment. This, in turn, offers actionable information for optimizing content to enhance viewer perception.

Insights on the sentiments expressed by users

Customer feedback predominantly expresses positive sentiments, commending the ad for its creativity, energy, magical quality, universality, and refreshing nature.

  • Universal Appeal (15%): The ad effectively conveys Coca-Cola's broad appeal and popularity, portraying it as a timeless brand accessible to diverse audiences—something anyone can enjoy anytime, anywhere.

  • Refreshing (10%): Coca-Cola is celebrated as a refreshing beverage that revitalizes consumers, making everyday moments feel special.

  • Inspiration & Creativity (30%): The brand is perceived as a catalyst for inspiration and creativity, with a strong connection noted between artistic endeavors and Coca-Cola.

  • Energizing (25%): Coca-Cola is recognized as an energizing drink, serving as a pick-me-up during moments of fatigue or boredom. Consumers believe it provides energy and enhances focus.

  • Magic and Adventure (20%): Approximately 20% of responses associate Coca-Cola with a sense of magic and adventure.

Emotional factors in shaping brand perception

Brand perception encompasses both emotional and rational reactions, and the combination of these factors ultimately influences consumer purchasing behavior. However, it is the emotional motives that play a pivotal role in the decision-making process.

While the ad has garnered positive explicit feedback, there exists an implicit, subconscious association with a boring video. This subtle perception has the potential to impact the overall brand image and influence purchasing decisions.

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By tackling attention and engagement challenges, strategically capitalizing on emotional peaks, refining messaging in response to user feedback, and aligning content duration with audience preferences, Coca-Cola has the opportunity to elevate the ad's effectiveness. Bridging the gap between brand recall and emotional resonance will be crucial in influencing consumer behavior and nurturing a more enduring connection with the brand.

Will you be launching the ad campaign soon? Let's assess its potential to make a splash on YouTube! Allow Empath to reveal the strengths and weaknesses of your ad, transforming it into a truly remarkable brand masterpiece.

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