Case Study: Coca-Cola celebrates its iconic bottle with Microsoft Cortana Intelligence

Celebrating the 100th Birthday of the Coca-Cola Bottle with Cortana Intelligence

Coca-Cola, a major consumer goods company, sought a 21st-century experience to celebrate the 100th birthday of its iconic contour bottle and connect with its global audience in a new, engaging way on social media. To meet this challenge, Coca-Cola partnered with Microsoft and utilized its Cortana Intelligence Suite, specifically the Cognitive Services capabilities, to create an innovative digital campaign.

Microsoft developed a solution based on its How-Old.net technology, which used machine learning to analyze photos. The solution was expanded beyond facial recognition to also detect the Coca-Cola bottle, creating a fun web app where users could submit a photo with the bottle to see its age and share the experience on social media. This implementation generated massive global engagement, providing Coca-Cola with a modern and playful way to integrate its brand into consumers' personal stories and celebrate its centennial icon.

Coca-Cola

Simon Cowart

Global Social Media Strategist