Coca-Cola unveils new Coke Studio programme supported by on-pack promo

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

Coca-Cola’s summer program will roll-out across the UK and consist of new music releases and artist ‘collisions’ via its global Coke Studio music platform; appearances and live performances through an incredible line-up of partnerships with some of the biggest and best-loved festivals.

Across the UK, Coca-Cola Zero Sugar and Coca-Cola Original Taste packs will be a portal to unlock a huge summer long promotion, with scannable QR codes on-pack linking to the Coca-Cola App, where consumers have a chance to win the hottest festival tickets and other amazing music merchandise and summer prizes. The on-pack promotion went live on 29 May.

Kicking-off with the release of its first original track from Coke Studio, Coca-Cola has launched its ‘Be Who You Are (Real Magic); anthem and music video. Written and performed by Grammy-award-winning American songwriter and musician Jon Batiste, the new track features artists NewJeans, J.I.D, Camilo and Cat Burns.

‘Be Who You Are (Real Magic) is released to music fans on 31 May across all streaming platforms and will be followed by nine brand new multi-artist collision songs across the summer as well as being performed through Coca-Cola’s program of live festival shows.

“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. Music provides connection and encourages self-expression, for many it is the catalyst for memorable shared experiences,” Javier Meza, Marketing Senior Vice President at Coca-Cola in Europe, commented.

“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.”

From Serbia to Sweden, across Bulgaria, Finland, Germany, Hungary, Ireland, Italy, Spain, Switzerland, the UK and even beyond the borders of Europe out to the US, Coca-Cola will offer first-rate festival experiences via its Coke Studio LIVE Meet-Up pop-ups and sessions. The epic line-up includes:

• Lollapalooza, Stockholm, Sweden (June 29-July 1)
• Tomorrowland, Boom, Belgium (July 21-23 and July 28-30)
• Lollapalooza, Paris, France (July 21-23)
• Lollapalooza, Chicago, US (August 3-6)
• Untold, Cluj-Napoca, Romania (August 4-7)
• Sziget, Budapest, Hungary (August 10-15)
• Coca-Cola Music Experience, Madrid, Spain (September 1-2)
• Lollapalooza, Berlin, Germany (September 9-10)
• Coachella, California, USA (April 2024)

The campaign also includes Coke Studio live streams being hosted at Tomorrowland (Belgium) – one of the biggest and most influential music festivals in the world – and UNTOLD (Romania), enabling audiences to tune into live performances via the Coca-Cola App. In Spain, fans can enjoy a stand-alone live festival with Coca-Cola as it once again arrives in Madrid with its Coca-Cola Music Experience.