Coca-Cola: Lyric Bottles

Coca-Cola has launched its latest summer campaign in China using a new ‘Lyric bottle’ conceived by Isobar China. Isobar were tasked with the job, following the phenomenal success of the Coke Nickname campaign from 2013 and chose to focus on music as a catalyst for sharing a Coke. The campaign puts lyrics from some of China's most famous and best loved songs on Coca-Cola packaging. In addition, each bottle allows people to scan the lyric to share a short clip of the same song in social media. These animated musical clips, designed specifically to be shareable in social media, are a whole new way to consume music – the shareable musical soundbite. Isobar is calling these new digital objects ‘Musicons’ (for “musical emoticons”). Every Lyric Coke bottle allows the drinker to share the relevant Musicon clip that relates to the lyric on the bottle.