‘Share a Coke and a Song’ targets mobile-focused consumers

First came personalized cans, now the big-time soft drink brand sets its sights on music and new partnerships. Here’s what marketers should know .

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Coca-Cola Co. will use music in the next iteration of its “Taste the Feeling” campaign.

Expect to start seeing snippets of song lyrics on your Coca-Cola, Diet Coke, Coke Zero and Coca-Cola Life bottles and cans. The lyrics are taken from 70 songs from Coke jingles to the DJ Khaled opus, “All I Do Is Win.”

The intention to strike an emotional chord with consumers through music furthers the campaign’s previous effort to individualize products. Previously, the brand saw great success with printing first names on its cans and bottles, which were preceded by the phrase, “share a coke with…”

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