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Sprite focuses on AI remixes for music platform’s comeback

Sprite focuses on AI remixes for music platform’s comeback

Dive briefing:

  • Sprite, a Coca-Cola brand, is bringing back its Limelight music platform for the third year in a row, using the AI-powered music remixing tool Soundlabs, available through the Coca-Cola app, to let users create their own songs based on material shared by the company.
  • Designed to connect the brand with Gen Z, the music platform features a roster of geographically diverse artists introducing new songs about how to beat the heat, based on a common hook that is also available for consumers to remix.
  • The initiative, which also includes a Spotify tie-in, is part of Sprite’s global marketing platform, “Heat Happens.” It will be promoted through paid and earned media; influencer partnerships; limited edition, scannable packaging; out-of-home placements; and festival and local market events.

Diving insight:

Music is a limitless connector, especially among young people and across cultures, which is why Sprite has been using it to connect with Gen Z consumers around the world for the past three years. This year’s campaign is based on the insight that for many, music helps them keep a level head when faced with the stressors of everyday life. Rolling out this summer across North America, Europe, China, Latin America and Brazil, it features a mix of artists who bring different perspectives and speak to the relatable themes of keeping a level head in the face of adversity.

An introductory video features footage of the musicians featured in this year’s program, with a voiceover emphasizing, “You, me, all of us. We all feel the heat of everyday life. But none of us walk this path alone. You can beat the heat. Step into Sprite Limelight.” The video features clips of the artists talking about the pressures they’ve faced and how they overcame them.

The featured tracks are from Doechii, Fireboy DML, XAMA, Lay Zhang, Blxckie and Mahalia, who have each interpreted the hook created by producers Take a Daytrip. Some have sampled the general hook, others have sung it, while others have used it as a core melody, creating songs about heat and pressure. Each of the tracks is accompanied by high-concept music videos that will be released on both the artists’ and the brand’s YouTube channels.

Consumers using the Soundlabs tool can share their tracks via social media using the hashtag #Heat Happens. A partnership with Spotify is strengthening the connection with Gen Z and the theme of “staying cool” by giving users the ability to listen to artist-curated playlists of songs they turn to when they need a break from the pressure.

Sprite will also release a unique music video for Young Miko’s track “Rookie of the Year”, produced by Mauro and Jota Rosa. The video is intended to give fans a deeper look into the story of the track. Sprite Limelight is the sponsor for Young Miko’s upcoming US and Latin American tours.

The program and its marketing elements were developed in partnership with Universal Music Group For Brands and WPP Open X, led by Ogilvy and supported by EssenceMediacom, Subvrsive, VML and Tátil Design.

The move follows Sprite’s reinvention of its iconic “Obey Your Thirst” tagline to better appeal to Gen Z by celebrating resilience. It’s one of the better examples of brands tapping into an old source.