Coca-Cola has launched an AI music project called Coat Sounds, which allows users to create music using the sounds associated with Coca-Cola, such as opening a bottle or drinking from a glass. The project started with an AI app that users could download and play with the sounds, and later expanded to a physical product resembling a Coca-Cola bottle with buttons that produce the sounds. Famous music producers, like DJ Marshmello, have used these sounds to create music. Coca-Cola's focus on sounds is part of their broader strategy of incorporating audio into their marketing efforts.