Campaign India Team
Nov 26, 2012

Coca-Cola aims for Christmas hit with 'Something in the Air'

GLOBAL - Coca-Cola will be launching its 'holiday anthem' in nearly 100 markets in the run up to Christmas.

The song was written and performed by emerging artists Grayson Sanders, Lauriana Mae and Jono and produced by Rock Mafia. It is also featured on the Special Olympics’ A Very Special Christmas 25th Anniversary Holiday music album, available on iTunes. All royalties from the album will benefit the Special Olympics. 

“The story behind the song is reminiscent of a personal memory I had of bringing a group of friends that had moved all across the country, together again for the holidays,” said Grayson Sanders.  “It’s a cultural theme that is relevant to anyone during this special time of the year.”

The music video is cut from a video of the studio recording as well as themes from Coke's multi-part Christmas TVC series by McCann Erickson Madrid featuring a giant Coke-and-gift-dispensing Santa string puppet. Santa's gift to an unbelieving world. 

Coke is also hoping that consumers will be inspired to personalise 'Something in the Air'. Through an online application, consumers can download the song and make it their own by adding their own voice. They can also customise an album cover with pictures from their Facebook profile and share it with family and friends.

The 2012 Coca-Cola Holiday campaign will launch in nearly 100 markets and features new TV advertising, a digital application, as well as the song. 

 

Credits

TVCs - McCann Erickson Madrid

SONG
Title:  “Something in the Air”
Artists: Lauriana Mae, Grayson Sanders, Jono
Producer:  Rock Mafia, written by Grayson Sanders

Digital Campaign
Agency: Scholz & Volkmer, Wiesbaden

Partners
Atlantic Records
Bulletproof, London
McCann Erickson Madrid
Mulinjer LLC
Music Dealers
Rock Mafia
Scholz & Volkmer, Wiesbaden
Special Olympics

The article first appeared on Campaign Asia