It doesn’t take an eagle eye to see that there’s something wrong with the new Zevia holiday campaign.
From the first frames, the 30-second spot proudly declares its AI-generated shenanigans in the form of a Santa improbably traveling by drone, not sleigh, while other humanoid characters sprout multiple extra limbs and smile through glistening teeth.
As a challenger brand in the rapidly growing better-for-you soda category, Zevia uses its seasonal promotion to make an opportunistic decision, leveraging the current AI controversy and a monster in drag Coca-Cola along the way.
Note in particular the polar bear and the delivery truck in the video, references to Coke’s much-maligned 2024 campaign. Both receive a satirical twist from Zevia, her creative agency Multi and her artificial intelligence partner AdWaken.AI. See also: a scary two-headed snowman.
Poke the bear (polar)
As it turns out, Zevia had planned to release an AI-centric spot to “celebrate reality in a world full of fakes”, referencing both the product’s ingredient list and modern tech advertising, according to Kristen Suarez, the brand’s CMO.
The calorie-free, stevia-sweetened soda “was already in production for a commercial that used AI scenes as a film to dramatize how strange and disturbing artificiality can be.”
But the hubbub is over The recent Coca-Cola ad was too good to pass up, with Suarez saying the brand “quickly turned some of our AI scenes into a holiday parody.”
As the most significant end-of-year marketing yet, Zevia’s “Break from Artificial” takes advantage of the “serendipitous connection” to the Coca-Cola backlash and changes its creative direction.
“This is the first time we have compared ourselves more directly to a traditional brand,” Suarez told ADWEEK, emphasizing that “the truth of the brand is that Zevia was created as an alternative to artificial sodas by a founder who wanted a best choice.”
The momentum of modern soda
Zevia, along with competitors like Olipop and Poppi, is part of the “modern soda” movement that is expected to reach $1 billion in sales this year, according to Circana. According to Mintel, this segment is the fastest growing in the soft drinks industry and is expected to increase by 75% over a five-year period (between 2023 and 2028), outpacing regular sodas (27%) and diet sodas (33%). %).
Los Angeles-based Zevia, an early entrant into the category in 2007, underwent a major package and logo change in early 2023. While emphasizing its plant-based roots, the new look aimed to helping the brand penetrate further into mainstream retail, beyond its starting points in specialty and health food stores.
Recent results reported a 15.6% decline in Zevia’s net sales to $36.4 million in the third quarter of 2024, compared to $43.1 million in the third quarter of 2023, which Suarez attributed to loss of an account in a club store.
The brand aims to buck the trend through strong seasonal marketing and an expanded distribution agreement with Walmart. Zevia is now available in 4,300 locations, up from 800, and is included in the retailer’s enhanced marketing around soda alternatives.
“Break from Artificial,” which moves from AI-driven scenes to real people drinking soda in real-world settings, will air on connected TV, as well as social and digital platforms.
