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 and worth over £4m in just six months. 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.
Number 3 Soft Drink Launch of 2019
Since launching at the end of April, Coca-Cola Energy has generated more than £4 million of sales and is the number three soft drink launch of 2019 to date. By combining the famous Coke taste with an energy kick, the brand has delivered 60% incremental sales to the energy and cola categories making it a must-stock for retailers.
The music partnerships will also be supported by a wider campaign aimed at young adult consumers, including a multi-million pound media investment and sampling campaign that will see more than one million samples distributed during 2019.
Simon Harrison, vice-president, Commercial Development at Coca-Cola European Partners GB, said: “Music has the power to energise us emotionally and physically, as well as bring people together. As such, it makes perfect sense for Coca-Cola Energy to collaborate with Dazed Digital and BBC Music for these events. The brand perfectly complements the busy, upbeat lifestyles of music lovers, who can benefit from a refreshing energy boost to keep them going.
“These events are enabling us to build on the brand’s early success, keeping Coca-Cola Energy at the forefront of consumer minds whilst helping to deliver sales for retailers throughout the rest of year, and beyond.”
Coca-Cola Energy blends the great taste of Coca-Cola, which people already know and love, with caffeine from natural-derived sources, guarana extracts and B vitamins. Coca-Cola Energy comes in a 250ml can with a sleek, distinctive design that matches the unique drink inside and is available with or without sugar, it is the first energy drink released under the Coca-Cola brand.