New Coke Studio music programme includes on-pack promotion

Coca-Cola has unveiled its latest programme of immersive music experiences across the UK and Europe, via music platform Coke Studio.

The initiative includes new tracks, an on-pack promotion with a chance to win music and summer prizes, and live music moments at some of the season’s biggest and best festivals in Europe and beyond.

In the UK, Coca-Cola Zero Sugar and Coca-Cola Original Taste are featuring a summer long promotion, with QR codes on-pack linking to the Coca-Cola app, where consumers have a chance to win festival tickets, music merchandise and summer prizes.

The first original track from Coke Studio – ‘Be Who You Are (Real Magic)’ – has been released on all streaming platforms. Written and performed by American songwriter and musician Jon Batiste, the new track features artists NewJeans, J.I.D, Camilo and Cat Burns. It will be followed by nine new multi-artist songs during the summer and will be performed at Coca-Cola’s programme of live festival shows.

Javier Meza, marketing senior vice president at Coca-Cola in Europe, comments: “Music has an unparalleled ability to uplift and connect people and we know that our target audience is more engaged with music and digital audio than ever before.

“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.”