Beginning in April, packages of Coca-Cola, Diet Coke, Coke Zero and Coca-Cola Life in the US 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.
“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,” said Joe Belliotti, Head of Global Music Marketing, 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.”
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,” said Racquel Harris Mason, Vice President, 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.