Coca-Cola’s Misstep: When an Iconic Brand Betrays Its Archetypal DNA
How AI Turned Warm Nostalgia into Cold Precision
Brian Fallers
Coca-Cola isn’t just a beverage—it’s a cultural cornerstone, woven into the global tapestry of pop culture for over a century. From cracking open an ice-cold Coke on a summer day to the warm glow of its iconic holiday campaigns, Coca-Cola has become shorthand for joy, nostalgia and human connection. At the heart of its magic are two dominant brand archetypes: the Innocent and the Everyperson. These archetypes position Coca-Cola as a symbol of purity, simplicity and inclusivity—a brand that unites, transcending time and trends.
Archetypes: The Secret Ingredient in Coke’s Cultural Recipe
Coca-Cola’s archetypal alignment is the real reason it’s a pop culture juggernaut. The Innocent archetype shines in its idealized, feel-good portrayal of life: think Santa Claus in holiday ads, carefree youth in the “Taste the Feeling” campaign or the classic glass bottle that whispers simpler, sweeter times. The Everyperson archetype ensures Coca-Cola stays relatable and accessible—a drink for everyone, whether you’re at a family picnic or a stadium packed with fans. These archetypes don’t just define Coca-Cola; they’ve made it one of the most trusted and beloved brands on the planet.
AI Advertising: When Coke Lost Its Fizz
Earlier this week, the cola giant strayed from its iconic roots and made the news – for all the wrong reasons. In case you missed it, Coca-Cola took a bold step off course with an AI-generated Christmas commercial. Gone were the heartfelt family moments, the iconic Santa and the warm nostalgia of tradition. Instead, viewers were met with hyper-stylized, AI-created imagery of futuristic red trucks delivering cola in surreal, digital landscapes.
It was a stark departure from Coca-Cola’s signature emotional warmth. For crying out loud, this is the brand that built its reputation on “It’s the Real Thing” during the Cola Wars—a positioning battle that hinged on Coke’s authenticity. This is also the same company that personalized bottles with names, making its brand feel uniquely yours. The AI ad, by contrast, felt cold and distant, trading human connection for technological spectacle.
The Fallout: When Archetypes Get Lost in Translation
Coca-Cola’s strength has always been its ability to craft moments that resonate across generations. When it strays from its archetypes, it risks more than its brand identity—it risks its cultural relevance. The AI ad failed to channel the Innocent archetype’s purity and the Everyperson archetype’s relatability, coming across as detached and impersonal. For a brand so deeply embedded in pop culture, this misstep shows that archetypes aren’t just a framework—they’re the lifeblood of authenticity and trust.
Fans Aren’t Buying It
Viewers were quick to call out the misalignment, describing the ad as “creepy” and “soulless.” The criticism wasn’t just about aesthetics—it was about the emotional disconnect. By leaning too hard into innovation, Coca-Cola unintentionally disrupted its own archetypal identity, leaving audiences adrift from what they’ve always loved about the brand.
The Lesson: Innovate Without Alienating
Coca-Cola’s AI experiment is a masterclass in what not to do. Evolution is essential for any pop culture icon, but it must be rooted in the brand’s core identity. Innovation shouldn’t mean abandoning archetypes—it should mean reimagining them. Imagine a campaign that uses AI to re-create vintage Coca-Cola ads, inviting consumers to interact with the past while celebrating the brand’s future.
When brands like Coca-Cola stay true to their DNA, even in the face of technological leaps, they don’t just preserve relevance—they reinforce the trust and emotional connection that make them icons. Coca-Cola’s legacy isn’t just about selling soda—it’s about creating memories.
And no AI algorithm can replace that.
