I See Coke.

'In a region where Coke is the challenger and not the leader, there was still one place Coca-Cola owned: movies and TV shows,' wrote Manuel Bordé, then global chief creative officer of VMLY&R Commerce (shots). Coca-Cola wanted to shorten the path between awareness and conversion (WPP).

VMLY&R Commerce, now VML, built a new Amazon Alexa skill using Alexa's recently launched Khaleeji Arabic. Anyone who spotted Coca-Cola on screen during a film or show could say 'Alexa, I see Coke' to receive one of a limited number of discount codes by email, redeemable for a Coke through the e-retailer Nana, while Alexa answered with a line written for the scene; the team wrote replies for hundreds of film and TV moments. The campaign launched in Saudi Arabia in March 2023 on Instagram with influencers, backed by Mediacom media, Coca-Cola's social channels and Amazon.sa (WPP; Communicate; Campaign Middle East).