Creativity

From Alyssa to Habib, Coke Made More Than 1,000 Unique Songs Featuring People's Different Names

Brand Took the 'Share a Coke' Idea to a Whole New Level

By E.J. Schultz. Published on Jul 10, 2017

Editor's Pick

Coke is getting personal with its newest jingles -- all 1,000-plus of them. In a musical twist on its "Share-a-Coke" campaign, the soda brand has recorded unique songs featuring the first and last names displayed on its bottles now in stores. That translates to more than 1,000 songs, featuring names ranging from Alyssa to Habib.

To hear their song, consumers must type their name into a special website that quickly returns a tune. Last names are included, like ones for the Diaz family, the Smiths and the Patels. The agency is Fitzco/McCann.

For names that didn't make the cut, the program returns a video saying "sorry," and lyrics like "if we didn't have your name there's always next year."

The program is the latest attempt by Coke to keep the "Share a Coke" program fresh after launching in the U.S. in 2014. It started in Australia in 2011. Coke added last names to the mix earlier this year. The brand's roster of first names now includes more than 800 options, covering more than 77% of the general population in the U.S. of people ages 13-to-34, the brand told Ad Age earlier this year.

Coke also took a musical approach last summer when it put song lyrics on cans -- like Queen's "We are the Champions" -- and marketed it as "Share a Coke and a Song." But this year's personalized song play holds greater potential to catch on because of its vanity appeal. People apparently still get excited about seeing their name on a soda bottle, and now they can hear it sung, too.

Coke used nine singers to record the songs. The 1,000 unique jingles were created from 25 different original music tracks, covering a variety of musical stylings. For example, a song for Edward features electric guitar riffs, while another one for Ann has a softer feel, similar to the Thomas song above. The Rios family, meanwhile, gets a soul-inspired treatment.

After this campaign, and Diet Coke's previous bottle effort featuring millions of different vessels, we're wondering where the brand will go next when it comes to individualized advertising ideas.

This story originally appeared on Adage.com.

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About

Credits

Date
Jul 10, 2017
Agency:
Fitzco/McCann
Chief Creative Officer:
Noel Cottrell
Client:
Coca-Cola
Executive Creative Director:
Mitch Bennett
Executive Creative Director:
Wes Whitener
Creative Director:
Bowen Mendelson
Creative Director:
Michael Groenwald
Associate Creative Director:
Sherman Winfield
Art Director:
Sherman Winfield
Associate Creative Director:
James Beikmohamadi
Copywriter:
James Beikmohamadi
Art Director:
Robert Hajek
Head of Integrated Production:
Christine Sigety
Senior Producer:
David Berngartt
Director of Emerging Content:
Mike McGarry
Account Director:
Courtney Saul
Account Director:
Joy Rowland Brown
Account Manager:
Sophie Wolf
Chief Strategy Officer:
David Matathia
Associate Director Social Strategy:
Katy Tenerovich
Director Creative Services:
Cris Tally
Project Manager:
Troy Harris
Broadcast Talent & Traffic Manager:
Lisa Holloway
Digital Creative Services Manager:
Brian Wallace
Songwriter:
Sherman Winfield
Songwriter:
James Beikmohamadi
Songwriter:
Will Benham
Songwriter:
Seth McWhorter
Songwriter:
Erin Fillingim
Songwriter:
Katie Mellor
Songwriter:
Andrew Wernette
Songwriter:
Max Schein
Songwriter:
Matt Shoemake
Songwriter:
Robert Hajek
Songwriter:
Knowlton Bourne
Songwriter:
Brittany Johnson
Songwriter:
Troy Harris
Songwriter:
David Berngartt
Songwriter:
Courtney Saul
Songwriter:
Bowen Mendelson
Songwriter:
Mike Groenwald
Songwriter:
Mitch Bennett
Songwriter:
Wes Whitener
Partner Agency:
Casanova//McCann
Music Production:
Score A Score
Website Development:
FortyFour

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