Challenge
Coca-Cola’s current formula in the U.S. relies on high-fructose corn syrup, which lacks the nostalgic and cultural resonance felt by many immigrant communities who grew up with sugarcane-sweetened cola. This disconnect overlooks a growing demand for naturally-sweetened beverages and misses an opportunity to strengthen emotional ties with diverse cultural groups.
Goal
Create a conceptual rebrand and alternative formula that:
• Celebrates sugarcane as a culturally significant and natural ingredient.
• Honors Coca-Cola’s heritage while appealing to multicultural audiences.
• Expands the brand’s sensory and emotional connection without replacing the iconic original.
Solution
• Formula: Replace high-fructose corn syrup with sugarcane for a richer, more authentic taste that resonates with immigrant communities.
• Visual Identity: Bold black can with vibrant red and glowing yellow accents to signal modernity, confidence, and cultural celebration while retaining Coca-Cola’s timeless branding cues.
• Campaign Concept: Inspired by urban street culture and immigrant resilience — set in a game-like nighttime event under glowing headlights and mild fog. Young people overcome challenges together, blending stunts, energy, and community pride.
• Positioning: Not a replacement but an alternative, symbolizing renewal, diversity, and the integration of natural resources as cultural symbols.
Projected Outcome
• Stronger cultural connection with immigrant communities in the U.S., fostering brand loyalty and emotional resonance.
• Increased appeal to health-conscious consumers seeking naturally-sweetened alternatives.
• Enhanced brand image as inclusive, innovative, and culturally aware.
• Potential for new market segments without diluting Coca-Cola’s core identity.
The night opens with five cars rolling into a foggy, red-orange urban scene, headlights cutting through the haze. Seven of the thirteen characters—Rodrigo, Milan, Nacho, Vihaan, Keshav, Ayaan, Suppa, Mei, Kailash, Rani, Jess, Momo, Naty—step out, establishing the main cast and building anticipation. Their deliberate movements signal that something important is about to unfold.
On the ground, the seven characters place black Coca-Cola cans for the driving challenge, creating a focused, ritualistic atmosphere. With the cans arranged, they step aside, the calm pause heightening suspense.
The cars navigate the lanes of cans one by one, headlights piercing the fog. Each car passes perfectly, showcasing precision and coordination.
Celebration follows: Keshav lifts Naty playfully, Vihaan and Kailash embrace, and the tension of the challenge shifts to heartfelt joy. A close-up highlights a Coca-Cola can as it opens, the effervescent fizz glistening against the warm haze.
All thirteen characters gather, handling cans in playful, rhythmic interactions. Close-ups and mid-shots highlight individual expressions—cool, thoughtful, playful, happy—emphasizing personality and unity.
One character turns up a car stereo to “Changa – Vene Mix,” and the group dances together, headlights and fog enhancing the cinematic effect. The flawlessly executed challenge underscores teamwork, while the celebration conveys liberation, joy, and shared energy.
My AI prompting process begins with inspiration drawn from real-world media—like international rap videos, where bold colors and dynamic energy set the tone. For the “Coca-Cola Can” concept, I guided ChatGPT and DALL·E to visualize a black can with red lettering and a glowing yellow curve, embodying the strength and purity of the sugarcane formula. The first output matched the vision precisely, requiring no revisions.
From there, prompts shaped ad copy and Instagram visuals, crafted to connect emotionally with a multicultural audience. I focused on themes of cultural pride, nostalgia, and the empowerment of naturally sourced sweetness, resulting in high-contrast layouts and messaging that felt both free-spirited and purposeful.
Prompting also shaped the storyboard for a nighttime urban commercial. By guiding AI to capture motion, symbolism, and cinematic framing, I was able to experiment, refine, and orchestrate the visuals within the tool’s limits. Iterative adjustments—like can placement, character positioning, and personal style—turned AI outputs into intentional, story-driven assets.
As so far on June 2025 while developing this concept, I faced certain limitations in AI image generation, particularly with rendering all thirteen characters, product details, and precise scene elements exactly as envisioned. Some frames may show character duplication, missing features, or variations in small design elements. These challenges are common when pushing the boundaries of current AI tools.
Despite this, I maintained creative control by refining prompts, curating outputs, and editing selectively what I could to communicate the visual story, aesthetic, and campaign message as clearly as possible. This project demonstrates how artistic direction and vision remain central within constraints.
I’d love to hear from you! Whether it’s a collaboration, a project inquiry, or just to say hello, drop me a message.
All designs © 2025 Paulina Vincentelli. For portfolio purposes only. Not for commercial use.
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