The push is being expanded under the Share a Coke and a Song theme to include Coca-Cola, Diet Coke, Coke Zero, and Coca-Cola Life
Following its recent global realignment, the Share a Coke movement by The Coca-Cola Company will see elevation with the four in-house variants set to feature an array of song lyrics from recent chart-toppers, classic hits, and old favourites across their respective packaging.
Targeting music lovers across the United States, the push beginning in April is being expanded under the Share a Coke and a Song theme to include Coca-Cola, Diet Coke, Coke Zero, and Coca-Cola Life. Its aim is to inspire supporters of the brand to celebrate a moment, memory, mood or a feeling.
The initiative signals a major evolution for one of marque’s most successful U.S. campaigns, which in the past two years has featured first names, group names, and colloquial nicknames.
The debut collection will feature song lyrics spanning a range of sentiments—from the feeling of falling in love and celebrating victory to moments of friendship, flirtation, sass, and motivation. It will also entail a mix of patriotism and lyrics from iconic Coke ads such as Just for the Taste if It, among others.
The complete list will be available via a dedicated website from 18 April 2016. The group also welcomes multi-platinum pop star, Jason Derulo, as one of the brand ambassadors for the programme. Lyrical enthusiasts can tap into a unique digital experience by using the Shazam mobile app.
Users can scan the lyric on specially marked Share a Coke 20-ounce bottles and signage, allowing them to record a digital lip-sync video and share their creations on social media with the hashtag #ShareaCoke. Meanwhile, the effort is being supported by nationwide advertising and marketing campaign.
The exercise includes music-themed television commercials, cinema ads, social and digital engagement, and a summer-long experiential tour scheduled to make stops at major music events countrywide, starting with the NCAA Men’s Final Four in Houston from 1-4 April 2016.
“Song lyrics strike an emotional chord, capturing what we are feeling while helping us express what we want to say. We’re setting the summer to music to inspire and connect fans through the special moments that are created when they share a Coke,” said Joe Belliotti, Head of Global Music Marketing at Coca-Cola North America.