The biggest band in the world | Coca-Cola, Argentina | Havas Media

Brands and music are a potent combination, and some brands have more success with this partnership than others. In the great Pepsi versus Coke battle, Pepsi has a much stronger history when it comes to partnering with performers and live music events dating back to the global campaigns of the 80s and 90s featuring Michael Jackson, Madonna and the Spice Girls. Coke on the other hand, has a strong social media pedigree, with a history of innovative and effective social strategies.

Coke in Argentina decided that it needed to increase teen interest in the brand, and associate Coca-Cola with music in a way that would re-ignite teen interest and brand engagement. One way to combat the changing loyalties of this audience is to give them ownership of the brand: teens need to feel like they are part of something big.

This campaign by Coke was one of three campaigns to win an award at the Festival of Media Latam 2010. 

See the full case study here

The Festival of Media LatAm 2011 Awards are now open and more information can be found at the Festival of Media Awards site.