Against a background of growing antipathy to its backing of the BBC's TV and radio charts shows, Coca-Cola Great Britain is pursuing its single-minded targeting of the youth market with a deal that will see the company offering music downloads from its new UK website.

In a newly-announced partnership with music download specialist OD2, Coke will offer children and young consumers over 250,000 new and popular tracks from some 8,500 artists.

Promises Coca-Cola head of marketing activation Raf McDonnell: "Any revenue we get will go back into the site as we want to promote our connection with music." The company plans to deploy "all of the marketing tools at its disposal", including on-pack promos, to back the new venture.

"We recognise that downloads are the way the music industry is moving in the eyes of consumers, and the way the industry is moving itself," says McDonnell. "The easy-to-use, consumer-friendly downloadable music site from Coca-Cola will let consumers access the music they enjoy in a way they want to enjoy it."

Marketing observers believe the UK template, if successful, is likely to be extended globally.

Data sourced from: BrandRepublic (UK); additional content by WARC staff