Putting the world’s biggest soft drink at the heart of Europe’s summer music scene.

The Challenge: Coca Cola were losing relevance with teens and young adults. To combat this, they set about associating themselves with the category’s biggest passion – music. But a fizzy drink can’t just appear in the world of music and expect young audiences to suddenly care. They needed to do more.

The Idea: Feel Every Beat Of Summer was born – a campaign that worked to put the magic of Coke at the heart of summers biggest music events. We partnered with the season’s biggest festivals all over Europe and offered exclusive tickets for our fans and their friends to come together and experience a whole new side of music.

At the core of the campaign was a TVC that ran in over 40 European markets throughout the summer months, positioning the product as the ticket to the ultimate summer of music (literally). Our bottle of Coke whipped and whirred through a day in the life of a festival with friends, and a suite of OOH posters, radio ads, content and banners were created to match.