The short version: Coca-Cola tweaks visual identity | How AI improves McCain’s potato yields
Having dabbled a little in branding ourselves, we find it fascinating how a small pack change can cause hours of agonising creative design team debate. But then when millions in revenue are at stake, it’s not hard to see why. A similar scenario must have played out at Coca-Cola’s HQ, over the decisions regarding its new global visual identity. While the changes are going to mainly affect Latin America, Europe, the Middle East and Asia, we may see them roll out here at home soon enough. What might we expect to see? Larger “zero sugar” text, strictly in white along with the actual “Coca-Cola” name, and a black PET bottle cap, as opposed to the currently black writing seen in SA. A seemingly small change that Coke believes will help their products stand out more on shelf so as to land more frequently in baskets.
Just how AI rolls out in the world is indeed a fascinating thing to behold. Take McCain Foods, for example, which has teamed up with Ceres AI, an agricultural intelligence company that helps enterprises, growers and agribusinesses make more informed decisions across their operations. The world’s largest manufacturer of frozen potato products has launched a new grower pilot programme, which will help it improve visibility, decision-making and coordination relating to the performance of the crops right in the heart of potato fields across North America. How does this show up in practical terms? Using satellite/aerial spatial data, Ceres can help detect issues, like plants that are water stressed, or tubers that are misshapen, as they start unfolding, or even in advance. Normally growers would need to rely on visual inspections to pick up such things, and in many cases, they would be observed far too late. With Ceres AI, field-level visibility is continuous, supporting growers and teams within McCain to prioritise actions and improve in-season decision-making. Insights are shared across both growers and McCain, enabling more coordinated action, less reactive troubleshooting, and better potato yields. Yum.