Radio and Audio > Excellence in Radio & Audio
THE COCA-COLA BEATCAN CAMPAIGN
FCB JOHANNESBURG, Johannesburg / THE COCA-COLA COMPANY SOUTH AFRICA / 2022
Awards:
Overview
Credits
Overview
Write a short summary of what happens in the radio or audio work.
The very nature of this campaign was based on music. 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.
Translation. Provide a full English translation of any audio.
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Cultural / Context information for the jury
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 to bring people together again and grow diminishing user engagement and sales which were on the decline as a result of various hard lock-downs from Covid.
This thinking led to The Coca-Cola BeatCan. The campaign that inspired 1000’s of songs without a single instrument.
Tell the jury about the use of music
All of 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.
That’s why we partnered with the South African Beatboxing champion, Seth Mckinnon, to develop the phrases for our Beats, Melodies, Lyrics, and Effects.
QR codes on our packs took consumers to our online tutorials, where they could learn how to create all the musical phrases and components with their mouths.
Our consumers spent over 2.3 million minutes watching our tutorials online and created thousands of user-generated songs that were shared on social platforms.
The genres of music created included Hip-Hip, AfroBeats and Amapiano.
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