Sprite, a Coca-Cola brand, is bringing back its Limelight music platform for a third year, leveraging the AI-powered Soundlabs music remix tool. Available through Coca-Cola’s app, this tool lets users create their own tracks using a common hook provided by Sprite.
The Limelight platform connects Sprite to Gen Z, featuring a diverse roster of music artists who introduce new tracks about beating the heat. These tracks, built around a common hook, are available for consumers to remix. The initiative also includes a Spotify tie-in and is part of Sprite’s global “Heat Happens” campaign. Promotion will occur through paid and earned media, influencer partnerships, scannable packaging, and event activations.
Music is a powerful connector, particularly among youth, making Sprite’s strategy effective for appealing to Gen Z. This year’s campaign rolls out across North America, Europe, China, Latin America, and Brazil, featuring artists like Doechii, Fireboy DML, XAMA, Lay Zhang, Blxckie, and Mahalia. Each artist interpreted the hook in unique ways, creating songs about heat and pressure, accompanied by high-concept music videos on YouTube.
Consumers can share their tracks on social media with the hashtag #HeatHappens, enhancing engagement through user-generated content. A partnership with Spotify further connects with Gen Z, offering artist-curated playlists for relaxation.
Sprite will also release a unique music video for Young Miko’s track “Rookie of the Year.” This video provides fans with a deeper look into the story of the track. Sprite Limelight sponsors Young Miko’s upcoming U.S. and Latin America tours.
The program and its marketing elements were created in collaboration with Universal Music Group For Brands and WPP Open X, led by Ogilvy, and supported by EssenceMediacom, Subvrsive, VML, and Tátil Design.
The effort arrives as Sprite reinvents its iconic “Obey Your Thirst” tagline to better appeal to Gen Z, celebrating resilience.
For more details, read the full article on Marketing Dive.