now hear this
Posted by Shirley Brady on March 14, 2011 01:30 PM
Coca-Cola today kicks off its teen-centric global Coca-Cola Music campaign, expanding the "Walls" commercial (above), which debuted in Germany in January, worldwide. The track, "Can you feel it" by British band One Night Only, contains Coke's sonic signature, similar to how K'naan's World Cup "Waving Flag" subtly incorporated the brand's audio mark.
More details on the campaign (which includes a Maroon 5 tie-in on March 22nd) our earlier story, and in Coke's press release. Scroll down for a behind-the-scenes look at the commercial.Continue reading...
Posted by Sheila Shayon on March 4, 2011 11:00 AM
Coca-Cola has long celebrated music as the heart of its brand, but the days in which it would like to buy the world a Coke are long past. It's stepping up its musical courtship by specifically wooing Gen Y, the young demographic that in the next nine years will grow to about 2.5 billion people world-wide.
It's been making a bid to stay modern and contemporary, including tapping K'naan for its World Cup anthem last summer, and the French avant-disco duo Daft Punk for a current collaboration that includes a new tune (above) and limited-edition packaging.
Next up: a live event in London on March 22 that will team the brand with the band Maroon 5 in a global crowdsourcing project to further attract young music lovers to connect Coke with music.Continue reading...
Posted by Shirley Brady on January 27, 2011 12:00 PM
Brandchannel wrote about Coca-Cola's sonic branding at the 2010 World Cup around K'naan's Waving Flag anthem.
Now, watch the MIDEM 2011 panel in Cannes, which featured Emmanuel Seuge, Group Director, Worldwide Sports & Entertainment Marketing for Coca-Cola; James Diener, CEO/President, A&M/Octone Records; and K'naan's manager Sol Guy. The moderator: Umut Özaydinli, who holds the delightful title of chief of possibilities at Deviant Ventures.
The panel description: "Coca-Cola & K'naan developed a groundbreaking deal for the brand's massively successful $300 Million, 150-country FIFA World Cup 2010 Campaign. This deal set a new standard by which to measure success as it relates to artist and entertainment branding. All its facets were unveiled by those who made it come to life."
Posted by Shirley Brady on December 21, 2010 10:00 AM
AOL acquires About.me social profile site (that's K'naan's splash page, above) a mere four days after going live and a year post start-up.
Apple spurs iAds for the iPad with new tools.
Cricket aims to turn music pirates into paying customers.
FCC's "strong" net neutrality rules criticized on all sides.Continue reading...
Posted by Sheila Shayon on July 12, 2010 11:00 AM
Spain emerged victorious on the 2010 World Cup field, but the winner in branded music is Coca-Cola's World Cup anthem. K'Naan's Wavin’ Flag has achieved #1 status around the world and is poised to live on as a catchy earworm that proves the power of sonic branding. Find out more about Coca-Cola's campaign after the jump.Continue reading...