The Ultimate Coca-Cola Vibe

How Coca-Cola Zen integrates CBD with Coca-Cola’s classic appeal to tap into a growing market.

Background and Context

I created this project to explore product strategy and use AI tools to draft a project proposal in a day’s work. Here’s what I came up with.

Coca-Cola is exploring entry into the cannabis beverage market to create a sophisticated, refreshing, and responsible alternative to traditional alcohol. This product aims to capture the brand's classic, refreshing taste while meeting the growing demand for cannabis-infused beverages. With a focus on relaxation, wellness, and responsible enjoyment, this offering should be both familiar and innovative, aligning with Coca-Cola’s brand heritage while positioning it as a leader in the adult cannabis beverage space.

Research

Prompting to gain perspective of the marketplace.

Showing how I used ChatGPT to research the cannabis market for new products.

Show me detailed data on the market performance and competitive positioning.

Competitive Marketplace

Pabst Labs (Pabst Blue Ribbon)

Market Position : Strong market share, well-distributed

Market share - High

Profitability - High

Keef Brands

Market Position : Extensive product range, including colas and waters

Market share - High

Profitability - High

Lagunitas HiFi Sessions cans

Lagunitas Hi-Fi

Market Position : HopsPartnership with Heineken, broad reach

Market share - High

Profitability - Moderate

Special Editions

Coca‑Cola® Y3000 Zero Sugar was co-created with human and artificial intelligence by understanding how fans envision the future through emotions, aspirations, colors, flavors and more.

Coca-Cola Zero Sugar Byte was a limited-edition, pixel-flavored soda that was released in April 2022. It was inspired by gaming and sold exclusively online. 

The refreshing Coca‑Cola® taste you know and love has been remixed with vibrant, tropical flavours unique to Africa.

Text to image

Moving from research to the creative, I used Midjourney to help with ideating images of the can, design assets, and other ideas.

Using Midjourney to create visuals

Branding

  • Here are potential names for a Coca-Cola cannabis beverage. Each name aims to evoke Coca-Cola's classic brand essence while hinting at the product’s relaxing and refreshing cannabis infusion:

    • Coca-Chill

    • Coca-Calm

    • Coke Bliss

    • Ease Cola

    • Canna-Cola Classic

    • Coke Haze

    • Buzz Cola

    • Coca Zen

    • Vibe Cola

Visuals

  • Create a new coca-cola can for a product called Coca-cola Zen. Inspired by the laid-back vibes of the islands. Cool vibrant colors, organic shapes, tropical silhouettes, hand written typography.

Target Market

  • Focus on adults aged 25-45 who seek alternatives to alcohol for relaxation and social occasions. These consumers are wellness-oriented, interested in responsible consumption, and likely to favor low-dose cannabis options.

  • Responsible and Enthusiastic Tone: While preserving Coca-Cola’s optimistic and uplifting tone, refine the brand voice to emphasize responsibility, self-care, and enjoyment within moderation.

Discover a
familiar destination

Iconic Taste, New Experience: Delivers Coca-Cola’s classic flavor with an innovative CBD twist.

Relaxation in Every Sip

Low-dose CBD infusion designed to encourage calm and relaxation, perfect for unwinding.

Inspired by Island Vibes

: Crafted to bring the essence of tropical relaxation wherever you are.

Natural Ingredients, Refreshingly Sparkling:

A low-calorie, carbonated drink made with natural flavors and carefully dosed CBD.