As part of its ongoing Share a Coke campaign, Coca-Cola will begin branding its bottles and cans with well-known song lyrics. With more people reaching for soda during the warmer months, the campaign provides a unique way to help consumers draw connections between Coke and their favorite summer activities.
The new initiative is called 'Share a Coke and a Song' and it involves branding many different Coca-Cola products with well-known song lyrics. The cans and bottles will feature more than 70 different lyrics from popular hits such as 'Lean On Me' and 'We Are The Champions.' The cans will also includes lines from past and present Coke ads, such as 'I’d like to buy the world a Coke' and 'taste the feeling.'
By connecting its products to moments of enjoyment, the new campaign aims to convey Coke's values of refreshment, optimism and inclusion.
Lyrical Soda Bottles
The New Coca-Cola Bottles Feature Well-Known Song Lyrics
Trend Themes
1. Lyric-branded Products - Branding products with well-known song lyrics aims to create emotional connections with consumers and promote brand loyalty.
2. Share and Co-creation Campaigns - Co-creation campaigns that invite consumers to create and share their own branded content can increase engagement and brand visibility.
3. Associating Products with Value Sets - By connecting its products to values such as refreshment, optimism, and inclusion, brands can increase consumer loyalty and create brand ambassadors.
Industry Implications
1. Beverage - Beverage companies can leverage co-creation campaigns that add emotional value to products and help establish long-term relationships with consumers.
2. Marketing and Advertising - Marketing and advertising industries can create campaigns that associate everyday products with values that resonate with consumers.
3. Music and Entertainment - Music and entertainment industries can partner with brands to create co-creation campaigns that lead to increased consumer engagement and brand awareness.