The Challenge
The problem nobody wanted to have
Coca-Cola needed a holiday campaign that could scale to millions of simultaneous users, with strict brand identity, real people's images, and zero margin for error during the year's most critical dates.
1
Unpredictable scale
How many people will message during the holiday season? There's no way to know — and it can't fail.
2
Reputational risk
Real people's images with a global brand. Moderation can't depend on humans.
3
Creativity at scale
Real personalization without losing Coca-Cola's visual language across any asset.
4
Critical window
The campaign runs for 30 days. Every hour of downtime is lost visibility — and it doesn't come back.
The Solution
Generative AI as the campaign's operating system
biia industrialized GenAI in production: a complete conversational flow on WhatsApp, no apps, no friction, across 8 countries at once.
1
The user starts on WhatsApp
No app downloads, no sign-ups. Just open WhatsApp and start typing. The experience kicks off instantly with a brand character.
→
2
Sends a selfie
NanaBanana™ generates a unique wrapping paper featuring their face in real time, staying true to Coca-Cola's visual standards.
→
3
Receives their personalized PDF
A print-ready wrapping paper, unique to each user. The brand travels physically into the real world.
The Results
The numbers don't lie.
1,962,502
Total interactions processed
Original goal: 1,000,000
95.6%
Error rate
reduction
From 11.19% to 0.49%
8 countries
Simultaneous coverage across LATAM
Colombia, Mexico,
Perú, Ecuador,
Chile, Argentina, Paraguay, Brazil
+96.25%
Above the volume goal
69,712
Requests in a single day
Peak on December 25
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