Coke have just announced a new partnership with Crush management, who look after Fall Out Boy and Panic At The Disco.
Boosting their "optimistic" brand positioning, they're releasing a collaboration (and using on a new tv ad) with artists from 5 different bands, including the two above as well as Ce-Lo from Gnarls Berkley someone from Gym Class Heroes.
It'll be sold as a "super single" across multiple territories and we feature on 200 million packs across UK and Europe alone.
(Sounds like they are taking a rev share though?)
Really interesting concept, the brand bringing a mix of varied artists together.
Launching in France in March.
Personally don't like the track, but it's not targeted at me. Will be interested to see how it gets received in the UK, I can imagine there'll be some scepticism, if only because we like to bash really fluffy, positive things.
Random musings from the world of brands, branded entertainment, sponsorship and life as a dad of two girls.
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