Coca-Cola has always invested marketing efforts in connecting popular music with their products. Their recent campaign hopes to delve into the trend even deeper by bridging the gap between music lovers and music makers. Emmanuel Seuge, Coca-Cola's group director of worldwide sports and entertainment marketing, says the company has "re-engaged in an aggressive and dynamic way" to incorporate music into their upcoming campaigns.
The ongoing trend of mixing sound and soda has altered the way entertainers think about lending their music to big name brands. Now, the accusation of being a "sell-out" has less impact.
Landew said artists have realized that brands -- including Coca-Cola, with its displays, trucks and ubiquitous commercials -- can help them reach high levels of exposure.