Music has been identified as the number one passion point for Gen Z across Europe and so, these music moments provide an unrivalled opportunity to connect Coca-Cola with its target audience.
After a speedy planning and creative process that included a launch event and influencer strategy, Edelman has launched Coca-Cola’s new global music platform, Coke Studio, in Ireland.
The new global platform is a digital-first, always-on programme that provides an opportunity for emerging talent to partner, create, and deliver moments of musical magic to new audiences across the globe.Coke Studio was first brought to life through a global film titled ‘The Conductor’, that features seven music artists collaborating to reimagine the iconic Queen track ‘A Kind of Magic’.
The exclusive launch event was held in Dublin-based music hotspot, The Big Romance, where a host of influencers, content creators, brand fans, and Coca-Cola stakeholders gathered to feel every beat and celebrate over Coca-Cola Zero Sugar inspired Coke-tails. More than 80 guests were in attendance with Dublin’s very own Gemma Dunleavy gracing the stage for an intimate performance that gave guests a little taste of what the new global platform is all about.
To truly bring the ultimate summer of music to life, Coke Studio made an appearance at Longitude festival where a number of Gen Z influencers were invited to be a part of the Coca-Cola tribe and were hosted for a weekend of magical music performances from Irish DJs and music artists, including Gemma Dunleavy. Coke Studio will also be popping up at Electric Picnic later this year to really root the brands relevance and association within the music scene.
The campaign is further supported by paid influencer content across Instagram to launch the Coca-Cola App which houses new Coke Studio music content and competitions for music lovers to win an array of epic music experiences throughout the summer.
Edelman has developed an integrated influencer strategy to seamlessly target the Gen Z audience, aligning the brand with the correct people to reinforce Coca-Cola’s association with music this summer.
