This summer, the Coca-Cola Company’s successful “Share a Coke” program will strike all the right notes by inspiring music fans across the U.S. to celebrate a moment, a memory, a mood, or a feeling, bringing people together through the universal love of music.
Beginning in April, packages of Coca-Cola, Diet Coke, Coke Zero, and Coca-Cola Life will feature an array of song lyrics from recent chart-toppers, classic hits, and traditional favorites as part of the “Share a Coke and a Song” campaign. Every Coke is an opportunity to connect music fans with friends and family. “Share a Coke and a Song” signals a major evolution for one of the company’s most successful U.S. campaigns of all time, which in the past two years featured first names, group names, and colloquial nicknames.
“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 for Coca-Cola North America. “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 debut collection of “Share a Coke and a Song” packaging will feature song lyrics spanning a range of sentiments, from the feeling of falling in love (“The Way You Love Me” and “You Belong With Me”) and celebrating victory (“All I Do is Win” and “We Are The Champions”) to moments of friendship (“Lean On Me”), flirtation (“It’s Getting Hot in Herre”), sass (“We Never Go Out Of Style”), and motivation (“I’m Your Biggest Fan”). The campaign also will feature patriotic lyrics (“I’m Proud To Be An American” and “Sweet Land Of Liberty”), as well as lyrics from iconic Coca-Cola and Diet Coke ads, such as “I’d Like To Buy The World A Coke” and “Just For The Taste Of It.” The complete list of lyrics featured on packaging will be available at www.ShareaCoke.com beginning April 18.
Song lyrics will be available all summer 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. Beginning April 18, music lovers can also visit ShareaCoke.com to choose from a list of lyrics to customize bottles, access crafted digital images to share on social media, and participate in the #ShareaCoke Photo Gallery. The website will continue to sell “Share a Coke” individual 8-ounce glass bottles and six-packs of 8-ounce glass bottles of Coca-Cola that are customizable with names. New this year, fans can also purchase customized Diet Coke and Coke Zero packaging, making it easy to share a Coke for nearly any special celebration or occasion.
“During the past two years, we have seen incredible enthusiasm from people who loved the personal touch of our ‘Share a Coke’ campaign and invited our brand into their lives,” says Racquel Harris Mason, vice president of Coca-Cola/Coke Zero, Coca-Cola North America. “Evolving the campaign from providing individual names to now expressing the limitless sentiments that music lyrics communicate is our way of celebrating that excitement and inviting fans to continue to celebrate special moments in new ways over an ice-cold Coca-Cola.”
This year’s program features an all-new social sharing opportunity that’s all about the music. Lyrical enthusiasts can tap into a unique digital experience by using the Shazam mobile app to 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.
“Share a Coke and a Song” will be supported through a nationwide advertising and marketing campaign, including a suite of music-themed TV commercials, cinema ads, social and digital engagement, and a summer-long experiential tour making stops at major music events throughout the country beginning with the NCAA Men’s Final Four in Houston April 1-4.
Coca-Cola is an official corporate champion of the NCAA. The Coca-Cola Company also welcomes multi-platinum international pop star Jason Derulo as one of the brand ambassadors for the program.