Teaching the World to Sing with 'Share a Coke and a Song'
Coca-Cola would like to teach the world to sing, but this time it involves labels adorned with song lyrics. Starting this month, as part of the "Share a Coke and a Song" campaign, consumers will notice Coke labels featuring lyrics from well-known and well-loved songs.
The campaign follows the highly successful "Share a Coke" campaign, but was designed to bring people together through a love of music.
“Song lyrics strike an emotional chord in people, capturing what we are feeling while helping us express what we want to say,” says Joe Belliotti, head of global music marketing, Coca-Cola North America, in a press release. “We’re setting the summer to music to inspire and connect fans through the special moments that are created when they share a Coke.”
The labels will feature lyrics from contemporary and classic hits, as well as from patriotic songs and lyrics from iconic Coca-Cola ads. Starting on April 18, a complete list of the lyrics that will be featured on the labels will be available.
The specialty labels will be available throughout the summer, and while supplies last, on 8-ounce glass bottles, 7.5-ounce mini cans, 20-ounce bottles, 1.25- and 2-liter bottles and 12-ounce cans of Coca-Cola, Diet Coke, Coke Zero and Coca-Cola Life. The Share a Coke website will continue to sell customized bottles with names, and will also begin to sell customized Diet Coke and Coke Zero packaging to go along with the beverage of choice.
Furthering the experience, Coca-Cola has partnered with Shazam to bring a more social element to the campaign. Users can scan specially marked "Share a Coke" 20-oz. bottles and signage using the Shazam mobile app to record a digital lip-sync video and share on social media with the hashtag #ShareaCoke.
Coca-Cola also recently teamed up with HP to create millions of unique Diet Coke bottles. Using HP Indigo digital printing technology, Coca-Cola launched the IT'S MINE program to celebrate the diversity of the Diet Coke drinker.
