The instantly hummable soundtrack to Coke’s new global marketing campaign will make its way into the heads – and onto the playlists – of music fans around the world starting this week.
“Taste the Feeling” features the studio wizardry of Swedish DJ, artist and producer Avicii with the addition of the soulful voice of Conrad Sewell, the London-born, Australia-raised newcomer featured in Kygo’s breakout 2015 single “Firestone.” A first acoustic version by Sewell is being featured in various TV spots for the new campaign, which Coke revealed today during a media event in Paris, and the lead single with Avicii will be released soon. Avicii also will produce additional releases of “Taste the Feeling” for Coke’s UEFA EURO 2016 and Rio 2016 Olympic Games campaign later this year.
Download “Taste the Feeling” here (right click/save as).
“As we searched for the perfect song, this one stood out from day one as something really special,” said Joe Belliotti, head of global music for The Coca-Cola Company.
From there, Coke began the search for a producer. “Partnering with artists starts with finding someone who loves Coca-Cola and is genuinely passionate about the brand and product,” Belliotti explained. “You also want to find artists who can bring their own personality to a song while maintaining the Coca-Cola sound. That’s how we landed on Avicii. We’ve worked with him since 2011 on several projects, and he knows how to create optimistic, uplifting music that resonates with listeners around the world. He has a melodic and musical sensibility that draws you in… he creates songs with a modern feel with traditional instruments in the mix.”
The team’s focus then shifted to finding to find the right voice for the song. Sewell – a 27-year-old star in Australia and Europe who’s starting to break through in the U.S. – immediately jumped out.
“When we first heard Conrad sing live, we were blown away,” Belliotti said. “He’s gifted with an exceptionally beautiful voice.
Lyor Cohen, CEO of 300 Entertainment, Sewell’s record label, added: “Sensational and true artists like Conrad are the backbone of 300 Entertainment. We are so glad Coca-Cola shares our enthusiasm for Conrad's artistry.”
The offer was one Sewell couldn’t refuse. “I heard the song and thought it had a great, global message of bringing people together, which is what I try to capture with my music. It didn’t sound like a typical ad song… it sounded like a hit.”
Sewell adds, “I felt like it was a massive opportunity to become a Coca-Cola artist and join the many other musicians I look up to who have been involved with such an iconic brand.”
In December, he flew to Stockholm and spent three days with Avicii arranging and recording a special remix of the song. “It was amazing to see him add his magic and bring a dance vibe to the song,” Sewell said.
“It all stems from the ‘Taste the Feeling’ strategy, which is really around bringing back Coke the product into the forefront,” Belliotti said. “That’s what we used as inspiration for the new signature. When you hear it you’ll hear a soundscape of Coca-Cola sounds, with the ‘Taste the Feeling’ tagline added.”
In fact, “Taste the Feeling” is the first Coke-branded song in recent memory to include the brand name (Coca-Cola is mentioned twice) and tagline in the lyrics.
“It’s a feel-good song I think people will enjoy and want to download. I’m proud to stand behind it,” said Sewell, who recently released his debut EP, All I Know, and kicks off a U.S. tour tomorrow night in New York City.
From distributing sheet music for family sing-a-longs in 1905 and “teaching the world to sing” in the 1971 “Hilltop” commercial, to a partnership with Spotify in 2012, Coca-Cola has used music to tell its story bring its campaigns into the pop culture lexicon for over a century.
Music plays a key role in additional “Taste the Feeling” commercials, too – from a cover of “Under Pressure” by Queen and David Bowie, to a new version of Avicii’s “Hey Brother”, to Alexander Cardinale’s “Made for You”. Deviant Ventures handled overall music supervision and licensing for the campaign.
“It’s always our ambition to continue this tradition by featuring great music in our campaigns that people will remember and love decades from now,” Belliotti said. “And I hope we’ve done that with this new campaign.”
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