The very nature of this campaign was audial. By taking the 4 main components of music; the Beat, Melody, Lyric, and Effect - we created 40 unique phrases that when put together, worked in 1000’s of combinations - creating over 10,000 songs.

We put these phrases on our Coke cans so that when teens simply repeated and combined them, they created all the sounds needed to make music without any instruments.

These phrases included ones that only an ice-cold Coke can make - those iconic sounds that have become synonymous with Coca-Cola, like a delicious Coke being opened (Tsss), poured into a glass (Psheeew) and enjoyed (Aaaah).

Each BeatCan took you to a tutorial that not only taught you the sound, but showed how you could make music with your crew, by combining the 4 different elements together.

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Music is powerful. It lifts our mood and brings us together. At Coca-Cola, we know a little something about the power of music. So, when the world stopped and the music stopped, we found a way to bring the beat back.

We needed a way to bring people together again and grow declining user engagement. And we needed to package it all in a way that would increase Coca-Cola sales, which were on the decline, as a result of various hard lock-downs caused by Covid.

This thinking led to The Coca-Cola BeatCan. The campaign that inspired 1000’s of songs without a single instrument.

All our 40 x sounds and phrases are original and were custom-made for this campaign.

Using the principles of Beatboxing, we found that certain phrases and words, when repeated, created all the different components of a song.

So we partnered with the South African Beatboxing champion, Seth Mckinnon, to develop the phrases for our Beats, Melodies, Lyrics, and Effects.

As an integral part of our BeatCan campaign, we created limited edition Beatboxes to help spread the word and our sounds across the country. These were sent to local artists, influencers and DJ’s.

The Beats, Melodies, Effects and Lyrics were activated by simply touching each can, allowing you to cycle through all 10 phrases per component. The tech automatically synced each sound together, matching the tempo and allowing the user to sample each sound and create thousands of possible combinations - turning our Beatboxes into a mini mixing studios.