In order to come closer to young people through music, Coca-Cola created the Coca-Cola Studio, a TV show designed to bring together musical artists from different backgrounds, such as Bob Marley and Sex Pistols, or Britney Spears and Yo-Yo Ma. The show presented musical blends featuring Brazilian artists with a big following among the country’s youth and who got together for a major musical encounter. It is a relevant format when it comes to showing the brand’s point of view, which is to genuinely offer a contribution to music, a central element in the lives of our target.

6 musical encounters, 42 musicians, 1,800 fans in the audience, 36 songs in the 1+1=3 version. The shows boosted MTV’s ratings by 50%; visits to Coca-Cola website were 6 times higher than the 2006 average, reaching a record high of 1.6 million hits.