Dive Brief:
- Sprite, a Coca-Cola brand, is bringing back its Limelight music platform for a third year and will leverage the AI-powered Soundlabs music remix tool, available through Coca-Cola’s app, to let users create their own tracks, per materials shared by the company.
- The music platform is designed to connect the brand to Gen Z and features a roster of geographically diverse music artists introducing new tracks about beating the heat built using a common hook that will also be available to consumers for remixing.
- The initiative, which also includes a Spotify tie-in, is part of Sprite’s global marketing platform, “Heat Happens.” It will be promoted through paid and earned media; influencer partnerships; limited-edition, scannable packaging, out-of-home placements and festival and local market event activations.
Dive Insight:
Music is a boundless connector, particularly among youth and across cultures, which is why Sprite has used it over the past three years to appeal to Gen Z consumers around the globe. This year’s campaign is based on the insight that, for many, music helps them keep a cool head when faced with the stressors of everyday life. It is rolling out this summer across North America, Europe, China, Latin America and Brazil and features a mix of artists who bring a variety of different perspectives speaking about the relatable themes of keeping a cool head in the face of adversity.
An intro video features visuals of the musicians featured in this year’s program with a voice-over stressing, “You, me, all of us. We’re all feeling the heat of daily life. But none of this walk this path alone. You can prevail over heat. Step into Sprite Limelight.” The video includes clips of the artists talking about the pressures they have faced and how they overcame them.
Featured tracks are by Doechii, Fireboy DML, XAMA, Lay Zhang, Blxckie and Mahalia, who each interpreted the hook created by producers Take a Daytrip. Some sampled the common hook, others sang it, while others used it as the core melody, as they created songs about heat and pressure. Each of the songs will be accompanied by high-concept music videos that will be released on both the artists’ and brand’s YouTube channels.
Consumers who use the Soundlabs tool can share their tracks across social media with the hashtag #HeatHappens. A partnership with Spotify furthers the connection with Gen Z and the keeping cool theme by giving users the opportunity to listen to artist-curated playlists featuring the tracks they listen to when they need to release pressure.
Sprite will also release a unique music video for Young Miko’s track “Rookie of the Year,” produced by Mauro and Jota Rosa. The video is intended to provide fans with a deeper look into the story of the track. Sprite Limelight is the sponsor for Young Miko’s upcoming U.S. and Latin America tours.
The program and its marketing elements were created in partnership with Universal Music Group For Brands and WPP Open X, led by Ogilvy and supported by EssenceMediacom, Subvrsive, VML and Tátil Design.
The effort arrives on the heels of Sprite’s reinvention of its iconic “Obey Your Thirst” tagline to better appeal to Gen Z by celebrating resilience and which was one of the better examples of brands dipping into an old well.
