The instantly hummable soundtrack to Coke’s new global marketing campaign will make its way into the heads – and onto the playlists – of music fans around the world starting this week.
“Taste the Feeling” features the studio wizardry of Swedish DJ, artist and producer Avicii with the addition of the soulful voice of Conrad Sewell, the London-born, Australia-raised newcomer featured in Kygo’s breakout 2015 single “Firestone.”
A first acoustic version by Conrad is being featured in various TV spots for the new campaign, which Coke revealed today during a media event in Paris, and the lead single with Avicii will be released soon. Avicii also will produce additional releases of “Taste the Feeling” for Coke’s UEFA EURO 2016 and Rio 2016 Olympic Games campaign later this year.
searched for the perfect song, this one stood out from day one as something
really special,” said Joe Belliotti, head of global music for The
Coke began the search for a producer. “Partnering with artists starts with
finding someone who loves
want to find artists who can bring their own personality to a song while
was a no-brainer for me in many ways,” Avicii said. “
The team’s focus then shifted to finding to find the right voice for the song. Conrad Sewell – a 27-year-old star in Australia and Europe who’s starting to break through in the U.S. – immediately jumped out.
“When we first heard Conrad sing live, we were blown away,” Joe said. “He’s gifted with an exceptionally beautiful voice.
CEO of 300 Entertainment, Conrad’s record label, added: “Sensational and true
artists like Conrad are the backbone of 300 Entertainment. We are so glad
The offer was one Conrad couldn’t refuse. “I heard the song and thought it had a great, global message of bringing people together, which is what I try to capture with my music. It didn’t sound like a typical ad song… It sounded like a hit.”
“I felt like it was a massive opportunity to become a
In December, he flew to Stockholm and spent three days with Avicii arranging and recording a special remix of the song. “It was amazing to see him add his magic and bring a dance vibe to the song,” Conrad said.
Feeling” includes a new audio signature inspired by the sounds of enjoying a
"It was key for us to not only create a memorable and timeless mnemonic but also to make the tagline hummable and singable,” said Umut Ozaydinli, chief of possibilities at Deviant Ventures.
“It all stems
from the ‘Taste the Feeling’ strategy, which is really around bringing back
Coke the product into the forefront,” Joe said. “That’s what we used as
inspiration for the new signature. When you hear it you’ll hear a soundscape of
“Taste the Feeling” is the first Coke-branded song in recent memory to include
the brand name (
“It’s a feel-good song I think people will enjoy and want to download. I’m proud to stand behind it,” said Conrad, who recently released his debut EP, All I Know, and kicks off a U.S. tour tomorrow night in New York City.
distributing sheet music for family sing-a-longs in 1905 and “teaching the world
to sing” in the 1971 “Hilltop” commercial, to a partnership with Spotify in
“It’s always our ambition to continue this tradition by featuring great music in our campaigns that people will remember and love decades from now,” Joe said. “And I hope we’ve done that with this new campaign.”