Coke swaps in song lyrics for names in new 'Share a Coke' campaign
What happens when you combine your favorite drink with your favorite song? You get Coke's genius new marketing campaign.
Coca-Cola is launching a new multi-platform campaign in the US called 'Share a Coke and a Song.' The activation will roll out in mid-April, covering Coca-Cola, Diet Coke, Coke Zero and Coca-Cola Life bottles and cans.
Via Coca-Cola
The coke cans will feature lyrics from more than 70 popular songs, including favorite phrases "Lean on me," "We are the champions" and "All I do is win." A complete list of artists and lyrics will be available at ShareaCoke.com beginning April 18.
See photos of the new bottles:
Coke's wildly successful 'Share a Coke' campaign drove their declining sales back up in 2014-2015, and is celebrated as one of the best-performing campaigns in the company's history. The brand's now taking this model a step further -- and adding catchy song lyrics into the mix.
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"We wanted to use the lyrics that connect people, and create those moments of sharing," Joe Belliotti, Coke's global head of music, told Billboard. "This was not about finding the most popular songs of today. This was about finding lyrics that can help you connect with someone. Because at the end of the day music and the lyrics in songs help you express what you sometimes aren't able to put into words yourself."
The idea behind the activation is a highly shareable product that connects consumers, artists, music platforms, and brands.
%shareLinks-quote="We wanted to use the lyrics that connect people, and create those moments of sharing." type="quote" author="Joe Belliotti" authordesc="" isquoteoftheday="false"%
About the 'Share a Coke' campaign, Coca-Cola exec Racquel Harris Mason said "We've seen incredible enthusiasm from consumers who love the campaign's personal touch, and we wanted to push ourselves to innovate and provide our fans with new experiences. Evolving the program to focus on lyrics creates an amazing opportunity for people to share special moments, sentiments and a Coca-Cola with people they care about."
Look out for the new labels mid-April, and prepare yourself for a summer of these catchy song lyrics stuck in your head.
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