Coca-Cola Goes All in on Music with Launch of Summer Music Campaign and Coke Studio™ Digital Platform

Coca-Cola is bringing “Real Magic” to life this summer in the United States and Canada as part of the global launch of Coke Studio, a digital platform offering fans access to all things music from Coke.

The launch included the spring release of “The Conductor” film featuring seven breakthrough artists from around the world—Ari Lennox, Griff, Tesher, Mariah Angeliq, Tems, TRI.BE and Ekin Beril—collaborating to reimagine the iconic Queen track, “A Kind of Magic”, through their unique creative and cultural lenses. Each artist also created exclusive content for the Coke Studio platform.

Coke Studio will play an active role across the North American music landscape this summer: producing content with a range of artists, sponsoring top music festivals and delivering 100 days of prizing. Most recently, Halsey released an alternate video for their single, “So Good”, exclusively on Coke Studio.

“Music is a global language enjoyed through local experiences,” said Morgan Bullock, Brand Manager, Coca-Cola Trademark. “And since we can all agree there’s nothing better than summer with Coca-Cola, friends and music, we’re teaming up with music festivals, media partners and diverse artists like Halsey, The Kid LAROI, Khalid, BIA, Ari Lennox, Tesher, Tems and more, who represent a full spectrum of styles and genres to create and celebrate moments of happiness and togetherness.”

The brand is bringing the Coke Studio experience to North America’s top music festivals, starting with Governor’s Ball in New York City (June 10-12) and concluding with OSHEAGA in Montreal (July 29-31). An interactive, larger-than-life Coke musical structure will invite fans to create the perfect summer soundtrack while enjoying an ice-cold Coke.

“This is a modernization of how music fits into our strategy,” said Brandan Strickland, Brand Director, Coca-Cola Trademark. “We’re not using music purely as a promotional mechanic; we’re building genuine connections with Gen Z and providing opportunities to make memories with friends over music and a Coke.”

Coke Studio and the summer campaign represent an evolution of the brand’s longstanding connection to music. The hub celebrates the unique ability of music to unite and uplift, and provides a connection point for fans around the world to come together and enjoy a new experience. No matter the genre, artist, song or era, music is timeless—it is emotional, personal, inclusive and authentic—just like Coca-Cola.

This is a modernization of how music fits into our strategy,” said Brandan Strickland, Brand Director, Coca-Cola Trademark. “We’re not using music purely as a promotional mechanic; we’re building genuine connections with Gen Z and providing opportunities to make memories with friends over music and a Coke.

In addition to unique content, Coke Studio also features 100 days of instant-win summer prizes ranging from Spotify Premium memberships and concert tickets to artist meet-and-greets, autographed albums, free Coke and merch from Halsey, Khalid, The Kid LAROI and BIA, plus a grand prize of up to 10 tickets to a Coke-sponsored music festival of their choice (including travel and accommodations) in 2023.

Fans can access the magic of Coke Studio and score a chance to win prizes by scanning the “Drink. Scan. Enjoy” QR code on select Coca-Cola and Coke Zero Sugar packaging, in-store signage and other advertising.

Source: Coca-Cola