Coca Cola China: Lyric Cokes

This case study describes how Coca-Cola invented a new form of music-sharing in a summer campaign in China, to appeal to younger consumers.

Coca Cola China: Lyric Cokes

Rohan Lightfoot, Jennifer Lin and Tim Doherty

Campaign details

Brand owner: The Coca-Cola CompanyLead agency: IsobarBrand: Coca ColaCountry: ChinaIndustry Non-alcoholic, soft drinksChannels used: Internet - general, Packaging and design, Social mediaMedia budget: $1 - $3 million

Executive summary

This case study describes how Coca-Cola invented an entirely new form of music-sharing for Coca-Cola's 2014 China summer campaign by putting the lyrics of 51 of China's most popular songs on Coke bottle labels. They were also turned into digital objects that could be...

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