Gatorade’s AI Hydration Coach leverages cutting-edge technology to provide users with valuable information on optimal hydration methods, drawing from extensive historical data collected by the brand’s research institute. The underlying concept suggests that AI can make exclusive services more accessible to the general public, offering expert advice typically reserved for professional athletes to everyday consumers.
During the Cannes Lions event, Anna was introduced as a virtual avatar accessible through a touch screen interface, dressed in a shirt and blazer. Users had the opportunity to ask a wide range of questions related to hydration, including fun inquiries like Anna’s preferred Gatorade flavor. The AI Hydration Coach is set to undergo a trial run in select markets by late 2024 or early 2025, with plans to eventually engage consumers through various online and physical touchpoints, such as in-store displays.
Pepsi’s sister brand has taken a unique approach by transforming the traditional soda can into an “interactive portal” equipped with digital screens, advanced sound technology, and motion sensors. Despite its appearance, the Smart Can does not contain soda but is designed to offer personalized experiences to fans and potentially distribute exclusive content like access codes.
Future Pepsi promotions will incorporate Smart Cans in collaborations with creators from the gaming, sports, and other industries, although they are not yet available for retail purchase. Details regarding the timeline of Smart Can marketing initiatives remain unclear, with Pepsi promising to reveal more information in the near future.
Pepsi’s exploration of consumer technology reflects its efforts to innovate following the loss of its long-standing position as the second-largest soda brand in the U.S. to Dr Pepper. The departure of marketing chief Todd Kaplan, a seasoned company executive, in June further underscores Pepsi’s commitment to staying ahead in the competitive beverage market.
