Zevia, the zero-sugar soda brand known for its stevia-sweetened beverages, is taking on Coca-Cola with a sharp-witted holiday campaign that riffs on Coke’s AI-generated advertisements. The new commercial, titled “Break from Artificial,” draws a humorous but pointed comparison between the “uncanny” nature of AI-generated imagery and the artificial ingredients found in traditional sodas. The result? A bold challenge to one of the beverage industry’s most iconic players.
Poking Fun at the AI Uncanny Valley
The ad opens with surreal, AI-generated scenes: a drone-powered Santa, polar bears wreaking havoc on presents, and a consumer sipping soda with an extra limb. These bizarre images parody Coca-Cola’s recent AI-generated holiday visuals, which some critics described as “soulless” and disconnected from the brand’s usual festive magic. Zevia’s message is clear—while artificial creations may grab attention, they lack authenticity, much like sodas laden with artificial ingredients.
The spot closes on a refreshing note, showing real actors cracking open cans of Zevia, emphasizing the brand’s identity as a healthier, more genuine alternative. This lighthearted yet impactful jab at Coke’s campaign is part of Zevia’s most aggressive holiday advertising push since its launch in 2007.
Coke’s Dominance Meets New Competition
Coca-Cola has long been a powerhouse in holiday marketing, with timeless campaigns featuring Santa Claus, polar bears, and festive red trucks. This year, however, its AI-driven approach has sparked mixed reactions, offering competitors like Zevia an opportunity to capitalize on the conversation. Kirsten Suarez, Zevia’s Chief Marketing Officer, explained the strategy:
“Artificial things can be convenient, but they can also feel disconnected—whether it’s AI videos that lack human warmth or sodas packed with artificial ingredients. Our parody aims to entertain while showcasing Zevia as a refreshing alternative.”
Better-for-You Brands Enter the Spotlight
Zevia isn’t alone in challenging legacy soda brands. Health-focused competitors like Poppi and Olipop have also gained traction, with Poppi even making a splash at this year’s Super Bowl. These brands are riding a wave of consumer interest in cleaner, low-sugar options, chipping away at traditional sodas’ market share.
Innovative Advertising for a Growing Audience
Zevia partnered with AdWaken.AI for the uncanny AI visuals and Multi Agency for the campaign’s development. The commercial is part of a broader strategy encompassing earned media, paid social, and connected TV. As the soda category evolves, Zevia’s bold move signals its ambition to not just compete but disrupt.
For more details on the campaign, check the full story here.