AI Powered Instrument Turns Iconic Sounds of Coca-Cola into Music

Phst. Fizz. Clink. Glug. Ahh. According to experts in neuroscience, these iconic sounds of Coca-Cola Zero Sugar are likely to trigger a satisfying feeling in our brains and now with the help of AI, these distinctive sounds have been used to create the world's first ‘Coke SoundZ’ instrument.

Using binaural microphones, a team of producers and scientists recorded Coca-Cola Zero Sugar’s unique sounds. Then, using this sound library and insights from neuroscience as to what frequency sounds are the most optimistic, AI was engaged to analyse the waveforms generated for final inclusion in ‘Coke SoundZ’. The result is a diverse selection of uplifting melodies for fans to choose from.

The instrument has been inspired by the iconic Coca-Cola bottle shape. Every aspect of the bottle’s ergonomics has been used to create the unique design, from the rotating cap that adjusts its volume and generates new sounds, to the pads and buttons incorporated into the design.

A physical version of the instrument is already being used in the studios of select global influential music producers, DJ’s and social creators to mix their own distinctive tracks. However, fans will be able to get their hands on an AI-driven, digital version which is available to download now in the US and Europe for free from the Play Store and App Store. Any at home aspiring music maker who wishes to soundtrack their social posts or create bespoke musical tracks featuring the sounds of Coca-Cola can do so with just a few simple clicks on their mobile.

Global vice president of creative The Coca-Cola Company Islam ElDessouky said, “We’re beyond excited to release ‘Coke Soundz’ – the world’s first Coca-Cola inspired instrument. Fans will be able to express themselves by mixing our iconic sounds and embedding them into their musical creations. We are working with a host of global music talent to showcase what it can do, but the real magic will happen when budding producers are able to lay down their own ‘Coke Soundz’ at home.”

Cognitive Scientist, Katherine Lewis, who specialises in Neuroscience and behaviour psychology said, “Having a Coca-Cola is a multi-sensory experience that starts before you even take a sip. From the sound of the fizz to the clink of the ice, every noise triggers a sense of anticipation that releases dopamine in our brains. We incorporated this science into the AI, seeking to provide sounds that are uplifting and enjoyable.”

Vice president and global head of generative AI at The Coca-Cola Company Pratik Thakar, said, “Coke SoundZ’ is the perfect example of how we are using AI to create enhanced and personalised fan experiences. Coca-Cola Zero Sugar provided us with the musical blueprint, we then found the technology to capture the unique ‘Fizzes’ and ‘Clinks’ and created an instrument that allows people to create completely unique harmonies intended to spark joy in every note.”

Hugo Veiga, global CCO at AKQA WPP Open X said, “The intrinsic sounds of Coca-Cola are so refreshing that when you hear them, you want to taste them. With Coke SoundZ, we’re expanding them into new soundscapes. Turning them into music. Letting everyone play with them and spread uplifting sounds into the music they create.”

The instrument has already been incorporated into the soundtrack to Coca-Cola’s 2024 Zero Sugar campaign and will continue to be used within artist’s music creations, event soundscapes and to soundtrack future Coca-Cola music campaigns.

Coke SoundZ was developed by WPP Open X, led by AKQA and supported by Ogilvy PR.