Coca-Cola has unveiled its latest programme of immersive music experiences across the UK and Europe, via music platform Coke Studio. The activity covers new tracks and artist ‘collisions’ as well as an on-pack promotion with a chance to win music and summer prizes.
Across the UK, Coca-Cola Zero Sugar and Coca-Cola Original Taste packs have scannable QR codes linking to the Coca-Cola app, where consumers have a chance to win festival tickets and other music merchandise.
The activity kicked off with the release of the first original track from Coke Studio – “Be Who You Are (Real Magic)” anthem and music video. Written and performed by Grammy-award-winning American songwriter and musician, Jon Batiste, the new track features artists NewJeans, J.I.D, Camilo and Cat Burns and has been released across all streaming platforms. It will be followed by nine new multi-artist collision songs across the summer as well as being performed through Coca-Cola’s programme of live festival shows.
Javier Meza, marketing senior vice president at Coca-Cola in Europe, said: “What makes Coke Studio so special is how it offers such a variety of touchpoints and ways to engage on- and offline, coupled with real diversity of artists, and sounds that see the unique coming together and creation of the unexpected. All this is anchored in our ambition to deliver access to unforgettable music experiences for all.”
