Coca-Cola Giant Soda Bottles to Feature Song Lyrics as Part of 'Share a Coke' Campaign

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The Coca-Cola Company “Share A Coke” campaign is back!  But a little different and....  

It’s all about music!

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The debut collection will feature "All I Do is Win" by DJ Khaled and "We Are The Champions" by Queen among other songs
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The lyrics of more than 70  songs will be supported by music-themed TV spots, social media and a summer-long experiential tour that begins with an event at this weekend's Final Four. The campaign will cover Coca-Cola, Diet Coke, Coke Zero and Coca-Cola Life, furthering the marketer's new "one-brand" strategy that unites multiple varieties together in the same marketing.  

This year, "we really thought it was time to do something more, something different and something potentially better," said Racquel Harris Mason, Coca-Cola North America's VP for Coca-Cola and Coke Zero.
The new program is also a lot more complex than the original "Share a Coke." 
The marketer, for instance, had to secure the licensing rights for dozens of lyrics. "It was a very big undertaking." "And we found incredibly collaborative partners in the music industry that enabled us to bring this to life." The process, she said, took between six and eight months. 
The bottles are expected to be available in the next few weeks and will remain available throughout the summer.


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Joe Belliotti, Head of Global Music Marketing, Coca-Cola North America, said “We’re setting the summer to music to inspire and connect fans through the special moments that are created when they share a Coke.” 
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Here's the absolute best part......
You’ll be able to customize bottles beginning April 18th at www.ShareaCoke.com.

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Agencies on the campaign include: Wieden & Kennedy, Portland for creative;Universal McCann for media; Arc Worldwide for shopper marketing; Cornerstone for music; Fast Horse for PR and FortyFour and Irban Group for e-commerce.

TV spots won't hit the market until early May. Asked if big name music stars would appear in ads, Ms. Mason said she could not yet confirm details, citing "contractual limitations."
While Coke has long used music in its marketing, the company has stepped up its lyrical game this year. The global "Taste the Feeling" campaign that launched earlier this year includes a new jingle featuring up-and-coming Australian pop singer Conrad Sewell. Other ads include fresh covers of pop songs, such as "Under Pressure" from the late David Bowie and Queen, as well as a folksy version of Avicii's "Hey Brother."
Mr. Sewell is among the artists scheduled to perform in Houston during Final Four festivities as part of what is called the "Coca-Cola Music Mix." Also, one of Mr. Sewell's lyrics -- "It's a beautiful life" -- will be featured on packaging.

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