Coca‑Cola announces its Europe-wide 'Summer-of-music': Bringing to life more moments of musical magic from its newly expanded Coke Studio platform
Coca‑Cola expanded Coke Studio in May 2022, launching a digital-first, always-on platform that provides a global stage to breakthrough artists. Now Coca‑Cola takes Coke Studio across Europe with a programme of unforgettable virtual and physical experience
ANNOUNCEMENT: Wednesday 29th June, 9AM BST
Following the recent announcement (May 19th) that Coca‑Cola has expanded its Coke Studio music platform to a global stage, it now unveils an epic line-up of music experiences across Europe for Summer 2022.
Along with music giveaways and on-pack promotions, the programme will also see Coca‑Cola host its own festival in Madrid – ‘Coca‑Cola Music Experience’ on 2-3 September – that will feature unique ‘Real Magic’ Activations, as well as bring the Coke Studio platform into the “real world” at some of Europe’s biggest music festivals including:
- Lollapalooza Stockholm (July 1-3)
- Tomorrowland Belgium (July 15 – 31)
- Lollapalooza Paris (July 16-17)
- Lollapalooza Berlin (September 24-25)
- Sziget in Budapest (August 10-15)
- Untold in Romania (August 4-7)
Philip Hartmann, Director of Assets, Influencer & Partnerships (Europe), at The Coca‑Cola Company comments:
“We know the power of music to unite and uplift people and particularly to evoke emotions, aid self-expression and create memorable experiences. For many, it is the beating heart of magical shared experiences and of course, we know it is a key passion point for our Gen Z audience. Our renewed music partnerships across Europe will allow us to deliver genuine “once-in-a-lifetime” experiences that we believe will ignite a truly memorable summer of events.”
From Lollapalooza Stockholm and Untold in Romania to Sziget in Hungary, Tomorrowland in Belgium and Lollapalooza Paris and Berlin, Coke Studio™ will be creating unforgettable experiences for all Gen Z music fans through an immersive, access all areas programme aimed designed to drive engagement with young adults in particular.
Our Live Nation Brand Partnership & Media Production (Germany) will capture content at Lollapalooza Paris and Lollapalooza Berlin for Coke Studio™ plus as Coca‑Cola has secured the live streaming rights to Untold and Tomorrowland along with special broadcast contents and moments rights at Sziget, further exclusive content captured will mean music fans won’t miss a beat this summer.
All content including streaming social announcements; artist videos; promotional giveaways; and exclusive vlog show episodes will be available and accessible via the new global Coke Studio YouTube Hub.
In addition, The Coca‑Cola summer on-pack promotion – which will go live from June 2022 - will run in 30 European Countries, with winners having the chance to experience the ultimate music refresh:
- Travel and experience the music festivals
- Live unforgettable magical music experiences
- Immersive in-person brand experiences on the festival area
- Backstage and behind the scenes access which will allow fans to get closer to their favourite artists
Betty Alekou, Brand Director, Breaks, The Coca‑Cola Company adds:
“Gen Z are redefining creativity, and they live for unforgettable creative collisions and moments in music that defy expectation. They have a distinctive vibe and a great attitude - they’re first on trends and connect with music both physically and virtually. Through Coke Studio in Europe, Coca‑Cola is offering the ultimate summer of music this year and we can’t wait for all of our music fans to get involved!”
‘Coca‑Cola’, ‘Coke Studio and ‘Coca Music’ are registered trademarks of The Coca‑Cola Company.
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For more information, please contact:
Jamie Griffin – jamigriffin@coca-cola.com
Notes to Editors
ABOUT THE COCA-COLA COMPANY
The Coca‑Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. Our company’s purpose is to refresh the world and make a difference. We sell multiple billion-dollar brands across several beverage categories worldwide. Our portfolio of sparkling soft drink brands includes Coca‑Cola, Sprite and Fanta. Our hydration, sports, coffee and tea brands include Dasani, smartwater, vitaminwater, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Gold Peak and Ayataka. Our nutrition, juice, dairy and plant-based beverage brands include Minute Maid, Simply, innocent, Del Valle, fairlife and AdeS. We’re constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. We seek to positively impact people’s lives, communities and the planet through water replenishment, packaging recycling, sustainable sourcing practices and carbon emissions reductions across our value chain. Together with our bottling partners, we employ more than 700,000 people, helping bring economic opportunity to local communities worldwide. Learn more at www.coca-colacompany.com and follow us on Twitter, Instagram, Facebook and LinkedIn.