Build Harmony with Share a Coke® and a Song
Campaign encourages social interaction using Shazam app
The latest iteration of the Share a Coke® campaign has everyone singing a happy tune. Share a Coke and a Song rolls out this month and will continue through the summer while supplies last. Building on the success of past Share a Coke campaigns, this new iteration leverages the love of popular music to connect people to each other — and to Coca-Cola®, Diet Coke®, Coca-Cola Zero™ and Coca-Cola Life®.
Share a Coke and a Song packaging features more than 75 popular song lyrics spanning a range of sentiments. The campaign represents many music genres — pop, hip-hop, rock, country, patriotic, soul, and Hispanic — and lyrics are from beloved artists. The complete list of lyrics can be found at ShareaCoke.com.
Creating Inclusivity
In 2015, 55% of Americans participated in Share a Coke, according to IMI International. That was 20% more than the previous year, when the program first launched.
The first and second iterations of Share a Coke featured individual names as well as titles such as Sis, Family, Friends, Better Half, Legend, BFF and more. The program was popular for those who were able to find their names and titles (revenue for the three products grew by 11% in 2014 and 8% in 2015). By leveraging the power of music, Share a Coke and a Song creates an opportunity for everyone to celebrate a sentiment, a feeling or a mood through music.
"This campaign is inclusive because music is universal, even with different languages," says Carrie Williams, senior shopper insights manager for The Coca-Cola Company. "People associate music with moments in their lives, and Coke is an important part of our lives."
Social Interactions
Share a Coke and a Song will connect to people by starting conversations, capturing or defining a moment, stirring mood and sentiment, and making a statement. And with the Shazam app, which has been downloaded by more than 200 million people in the United States alone, consumers can participate in a unique social experience.
With Shazam activated, users can point their smart devices at specially marked Share a Coke and a Song 20-oz. bottles, allowing them to record a digital lip-sync video and share their creations on social media using the hashtag #ShareaCoke.
Song lyrics will be available on 8-oz. glass bottles, 7.5-oz. mini cans, 20-oz. bottles, 1.25- and 2-liter bottles, and 12-oz. cans of Coca-Cola, Diet Coke,Coke Zero and Coca-Cola Life. The products will be available across all retail channels while supplies last.
For more information about Share a Coke and a Song, contact Stella Ringer at sringer@coca-cola.com.