This is the TV Spot for the new worldwide Coca-Cola campaign (Agency: Wieden+Kennedy, Amsterdam). The song for the TV commercial “Can you feel it” is performed by One Night Only, a new upcoming british band from Yorkshire. As stated by Coca-Cola the song is supposed to be the next Coca-Cola anthem!! Very interesting from a Sound Branding perspective: Coca-Cola’s Brand Theme (Motif) is… incorporated in the song!
Here you can listen to the full version of the song:
Now compare it to K’aan’s World Cup song (as featured on this blog) from last year:
One is for sure: Coca-Cola is establishing more and more its Sound Branding. However, from a branding perspective not consequently! As you can “hear” here in one of the latest viral “happiness” videos from Coca-Cola, which were just published a week ago on You Tube.
In the video from the Philippines the Brand Theme (motif) is included – in a subtle way.
In the viral video from Brazil it is not included! You know what: Coca-Coal needs an international Sound Branding Manger – ahhhh – Director ;)
Sound Branding Blog 