Working with Spotify, we created a way to capitalize on the natural way Teens are consuming music and connect the brand to it in an ownable way. From there the idea to give every Coca-Cola its very own playlist was born. With the help of an app, for the first time ever we were going to let teens not only drink a Coke but also Play a Coke. Literally bringing the global tagline, Taste the Feeling, to life in a tangible way.

We made the AR experience even more interesting by allowing consumers to toggle between songs on the playlist by literally twisting the bottle in their hands.

How sweet is that?

We did this by printing a unique mood or occasion on every bottle, in place of the classic Coca-Cola wordmark and then included a play button, and by every bottle, we mean 64 million Coke bottles and over 60 million fountain cups.

Consumers simply downloaded the Play-a-Coke app, pointed their phones to a bottle and pressed play. From there, a Spotify playlist, exclusive to that Coke’s mood or occasion, played on their phone. Over 180 playlists in English Canada and Quebec were created covering every mood and occasion.

We made the experience even more interesting using augmented reality. Consumers could toggle between songs on the playlist by literally twisting the bottle in their hands. Teens could save each playlist to their Spotify accounts, making Coca-Cola the soundtrack to their summer.

Digital advertising, native Spotify media, social posts, in-store POS and collaborations with YouTube influencers like Lilly Singh supported the campaign.

The campaign drove brand love and sales volume:

The following results were collected from Market track PE July2nd, Bev360 PE June30th, Coca-Cola Snap App dashboard

Share Gain: +9pts over Share a Coke’s results (versus previous year 2015)

Incidence target of +2pts met in the first month alone.

Volume Growth of 500mL Bottles: +41% (versus May 2015)

Favourite Brand Score: +4pts, double the objective within the first 30 days of program (vs. previous year)

App Downloads 600% of projections

Great Tasting Gap +2.0 pts

Refreshing Gap +2.0 pts