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Coke Slaps More Than 70 Song Lyrics on Cans and Bottles
By: AdAge
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This summer, Coca-Cola will again try to teach the world to sing -- this time with a little help from its bottles and cans.

In the next phase of its "Share a Coke" campaign, the cola giant starting in April will put song lyrics on packaging pulled from more than 70 popular songs. Lyrics cover a range of music, from rock 'n' roll classics like Queen's "We are the Champions" to patriotic songs such as "Proud to Be An American" by Lee Greenwood. (See some examples in the above slideshow.) Coke will also include lyrics from some of its iconic campaigns, such as "I'd Like To Buy The World A Coke," the classic jingle that includes the line, "I'd like to teach the world to sing in perfect harmony."

The campaign, called "Share a Coke and a Song," will be supported by music-themed TV spots, social media and a summer-long experiential tour that begins with an event at this weekend's Final Four. The campaign will cover Coca-Cola, Diet Coke, Coke Zero and Coca-Cola Life, furthering the marketer's new "one-brand" strategy that unites multiple varieties together in the same marketing.

Agencies on the campaign include: Wieden & Kennedy, Portland for creative; Universal McCann for media; Arc Worldwide for shopper marketing; Cornerstone for music; Fast Horse for PR and FortyFour and Irban Group for e-commerce.

The program sets up a summer of dueling packaging plays between the nation's' two biggest cola brands. Rival Pepsi is planning to dress its cans and bottles in custom emoji designs called "PepsiMojis."


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This was originally published on AdAge. A link to the original story follows this post. www.adage.com
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