Packaging Innovation
May 27, 2016

Sing Coca Cola! ‘Share a Coke’ turns musical this summer

The Coca-Cola Company sure knows a thing or two about personalized packaging. As if their ‘Share a Coke’ campaign wasn’t successful enough featuring customers’ names, the soft drink giant recently gave their most notorious campaign a musical twist.

‘Share a Coke and sing a song’… or 70

The Coca-Cola Company will be marking the summer of 2016 by letting the consumer swap the Coca-Cola label with over seventy lyrics, carefully selected from various genres and eras. Joe Belliotti, Coca-Cola North America’s head of global music marketing, explains the motivation behind this interesting strategy: “The goal was to create a list that appeals to diverse tastes, so every music fan feels there is at least one lyric that speaks to them. This was not about finding the most popular songs of today. This was about finding lyrics that can help you connect with someone. Because at the end of the day music and the lyrics in songs help you express what you sometimes aren’t able to put into words yourself.” A few examples:
  • ‘You Belong with Me’
  • ‘All I do is Win’
  • ‘We Are the Champions’
  • ‘I’m Your Biggest Fan’
  • ‘It’s Getting Hot in Here’
  • ‘Girls Just Want to Have Fun’

Sharing is caring

To engage the consumer to the max and encourage them to share (pun intended) the campaign on social media, The Coca-Cola Company has teamed up with Shazam, one of the world’s most popular mobile music apps. Shazam enables consumers to scan the lyrics on the bottles and record a digital lip-sync video they can easily share on their Facebook or other social media profiles.

The magic of personalized packaging

Have you always wondered why Coca-Cola’s personalized packaging is so popular? We’ve got four reasons lined up for you!