Sprite is bringing back its Limelight music platform for the third year and will be using the AI-powered Soundlabs music remix tools. The tools are available through the Coca-Cola app, which lets users create their own tracks using the materials provided by Coca-Cola.
The music platform was created to engage Gen Z and connect with the brand. It includes a variety of music artists from different places and introduces new tracks about overcoming the heat. These tracks share a standard hook, which will also be available for users to remix.
Additionally, the initiative includes a tie-in with Spotify and 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 placement, and local market events at festivals.
