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Taste the Feeling Coca-Cola Marketing

Coca-Cola wants to teach the world to sing with 'Share a Coke' lyrics packaging


By Rebecca Stewart, Trends Editor

March 31, 2016 | 3 min read

Coca-Cola is building on the success of its 'Share a Coke' campaign by stamping the lyrics from popular songs on its packaging.

Coca-Cola wants to teach the world to sing with 'Share a Coke' lyrics packaging

Imploring fans to 'Share a Coke and a Song', lines from a host of tracks such as Queen's 'We Are the Champions' and 'Style' by Taylor Swift will adorn the brand's bottles and cans.

An additional mobile element of the push will see Coke team up with music identification app Shazam to scan the specially-marked bottles and in-store signage. Users will then be invited to record a short 'lip-sync' video that can be shared across social using the #ShareACoke hashtag.

“Song lyrics strike an emotional chord in people, capturing what we are feeling while helping us express what we want to say,” said Joe Belliotti, head of global music marketing at Coca-Cola North America.

“We’re setting the summer to music to inspire and connect fans through the special moments that are created when they share a Coke," he added.

Wieden & Kennedy Portland developed the creative while Universal McCann handled the media aspect.

Coke's 2013 'Share a Coke' project saw it replace it's traditional packaging with 150 of the UK's most popular names, shifting more than 150m personalised bottles and generating over 998m impressions on Twitter.

The new packaging, which is part of the brand's wider 'Taste the Feeling' campaign, will roll out in the US from April onwards on bottles of Coca-Cola, Diet Coke, Coke Zero and Coca-Cola Life.

Coca-Cola recently hinted that it will phase out the colours associated with its four product variants as it looks to adopt a 'one brand' policy.

Taste the Feeling Coca-Cola Marketing

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