Coca-Cola Energy to spread good vibes with music collaboration

  • Coca-Cola Energy to energise at BBC Music Introducing Live
  • Collaboration runs alongside consumer advertising and sampling campaign
  • Activity builds on successful launch earlier this year, with sales already exceeding £4m in GB[1]

Coca-Cola is inviting music lovers to spread their positive energy as part of a new campaign that will bring together the energising qualities of music and Coca-Cola Energy. The event collaboration and wider advertising and sampling campaign aim to fuel further growth of Coca-Cola Energy which is the third biggest soft drink launch of 2019 to date[2] and worth over £4m in just six months[3]. The brand is filling a gap in the market by appealing to new drinkers who love the taste of Coca-Cola but aren’t generally energy drinkers and consumers who want an energy boost from natural-derived sources, presenting retailers with an incremental opportunity.

The brand will help to inspire the next generation of musicians at BBC Introducing Live 2019 (31st October – 2nd November) by hosting talks and masterclasses with established names from the world of music. The Borderline presented by Coca-Cola Energy will give almost 20,000 budding artists the opportunity to learn more about song writing and production, grassroots venues and becoming an independent artist, as well as open up a candid discussion about mental health in the music industry.

Coca-Cola Energy also collaborated with Dazed Digital to host a party at Jaguar Shoes in Shoreditch last week, with a line-up featuring a host of top DJs headlined by DJ Ross From Friends.

[1] Nielsen Total Cov value data to 07.09.19

[2] Nielsen Total Cov value data to 07.09.19

[3] Nielsen Total Cov value data to 07.09.19