In a cluttered music scene, Coke needed to build fresh, credible connections with youth. Coke Music required re-positioning, and offering a significantly different attitude to competitive brands, now attempting to do what Coke had done before. We created the Coke music sub-brand: Coke Fridge – Fresh Music from the Fridge.

Coke Fridge continually provides a strong connector for youth via music, reaching 50% of NZ youth per week. Credibility was achieved with 75% of NZ Youth fervently believing Coke supports NZ Music. Coke Launchpad was recognised at industry music awards, whilst Coke Rhythm Nation was recognised by Warner Music LA.

Our Coke Fridge platform created a full music programme revolving around content creation. We collaborated with music producers and artists, allowing fresh and engaging content across a range of music genres. Executed through five Coke TV shows - NZ Top of The Pops, Coke Countdown, Coke New Releases, Coke Choice, Coke Text TV; three radio shows; three brand-led events; and content in music magazines. These then fed credible and fresh content into our online portal cokefridge.co.nz.

Coke Fridge provided a ‘surround sound’ solution. We provided the music content New Zealand youth craved, across every access point to music. We gave youth opportunities and activations to participate: Coke Launchpad – credible, communication via TV, radio and magazines, offering music artists a launch-pack including a $10,000 music video; Coke Rhythm Nation – Maori/Pacific Islanders “Idol” creating CDs, concerts and featured in Coke event TV; Cokesmokefreerockquest -school band competition filmed for TV, culminating in Coke “anthem” soundtracks.

To leverage music and connect with youth, Coke had to be all-encompassing and, above all, credible. We had to talk to youth, not at them! Subsequently, NZ youth were allowed to shape Coke music content and generate fresh Coke opportunities. Our dialogue with youth identified different target consumers, allowing priority targeting, determining investment allocations, the key essence of each music property, and where big brand identity was acceptable. Our NZ youth insights led us to shift funds from traditional mediums and founded an integrated, strategic communication platform, Coke Fridge, an experiential-based delivery vehicle for youth music content and creation.