Coca-Cola Great Britain has announced a new programme of festival partnerships, artist collaborations and more as part of its ‘Summer of Music’ - designed to connect music fans and recruit a new generation of consumers.
Harnessing music’s unique power to unite people, it will be offering fans “unforgettable moments” at Uber One presents All Points East, Boardmasters and Brighton & Hove Pride’s FABULOSO, as well as offering the chance to watch live-streamed festivals in the Coca-Cola App.
Coca-Cola has also unveiled season three of it’s global music platform, Coke Studio, with a new line-up of artists and new music content from June 2024.
Artists and acts include Global Grammy Award-winning popstar that became the first female artist to debut at #1 on Billboard 200 Chart with an all-Spanish-language album, Karol G; South Korean girl group, NewJeans; and Berlin-based South Korean DJ, singer, songwriter and record producer, Peggy Gou. Coke Studio will reveal more exciting artists in the coming months.
The roster of artists has been curated, produced, and managed in partnership with Universal Music Group For Brands; Spotify’s music consultancy, AUX; and Blended Strategy Group.
Florence Wheatley brand manager for Coca-Cola commented: “Music is a wonderful way for many to connect with friends or new people and, through our activations, festival partnerships and competitions, we’re excited to bring people together over something they love.”
The 2024 ‘Summer of Music’ kicked off with Coca-Colas recent ‘Endless Summer’ on-pack promotion, designed to encourage fans to take a break, connect with friends and unlock chances to win unique experiences at major music and sporting events.
The promotion is currently running across Coca-Cola Original Taste and Coca-Cola Zero Sugar, and prizes included tickets to the festivals the brand is partnering with in the weeks and months ahead.
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