Dive Transient:
- Sprite, a Coca-Cola model, is bringing again its Limelight music platform for a 3rd yr and can leverage the AI-powered Soundlabs music remix instrument, accessible via Coca-Cola’s app, to let customers create their very own tracks, per supplies shared by the corporate.
- The music platform is designed to attach the model to Gen Z and contains a roster of geographically various music artists introducing new tracks about beating the warmth constructed utilizing a standard hook that can even be accessible to customers for remixing.
- The initiative, which additionally features a Spotify tie-in, is a part of Sprite’s world advertising and marketing platform, “Warmth Occurs.” It will likely be promoted via paid and earned media; influencer partnerships; limited-edition, scannable packaging, out-of-home placements and competition and native market occasion activations.
Dive Perception:
Music is a boundless connector, significantly amongst youth and throughout cultures, which is why Sprite has used it over the previous three years to attraction to Gen Z customers across the globe. This yr’s marketing campaign relies on the perception that, for a lot of, music helps them preserve a cool head when confronted with the stressors of on a regular basis life. It’s rolling out this summer time throughout North America, Europe, China, Latin America and Brazil and options a mixture of artists who carry a wide range of completely different views talking concerning the relatable themes of retaining a cool head within the face of adversity.
An intro video options visuals of the musicians featured on this yr’s program with a voice-over stressing, “You, me, all of us. We’re all feeling the warmth of day by day life. However none of this stroll this path alone. You possibly can prevail over warmth. Step into Sprite Limelight.” The video consists of clips of the artists speaking concerning the pressures they’ve confronted and the way they overcame them.
Featured tracks are by Doechii, Fireboy DML, XAMA, Lay Zhang, Blxckie and Mahalia, who every interpreted the hook created by producers Take a Daytrip. Some sampled the widespread hook, others sang it, whereas others used it because the core melody, as they created songs about warmth and strain. Every of the songs will probably be accompanied by high-concept music movies that will probably be launched on each the artists’ and model’s YouTube channels.
Shoppers who use the Soundlabs instrument can share their tracks throughout social media with the hashtag #HeatHappens. A partnership with Spotify furthers the reference to Gen Z and the retaining cool theme by giving customers the chance to take heed to artist-curated playlists that includes the tracks they take heed to when they should launch strain.
Sprite can even launch a singular music video for Younger Miko’s observe “Rookie of the 12 months,” produced by Mauro and Jota Rosa. The video is meant to offer followers with a deeper look into the story of the observe. Sprite Limelight is the sponsor for Younger Miko’s upcoming U.S. and Latin America excursions.
This system and its advertising and marketing components had been created in partnership with Common Music Group For Manufacturers and WPP Open X, led by Ogilvy and supported by EssenceMediacom, Subvrsive, VML and Tátil Design.
The trouble arrives on the heels of Sprite’s reinvention of its iconic “Obey Your Thirst” tagline to raised attraction to Gen Z by celebrating resilience and which was one of many higher examples of manufacturers dipping into an outdated effectively.
