Music is powerful. It lifts our mood, inspires creativity and most importantly… it brings us together.

At Coca-Cola, we know a little something about the power of music.

So, when the world stopped and the music stopped, we found a way to bring the beat back.

While other brands turned to music by big artists, we turned the tables by putting the power of music in people’s hands. One Coke can at a time.

With the help of South African Beatboxing champion Seth Mckinnon… we took the 4 main components of music; the Beat, Melody, Lyric, and Effect, and created 40 unique phrases, including ones that only an ice-cold Coke can make, that when put togetherworked in 1000’s of combinations, creating over 10,000 songs, all without 1 single instrument.

We turned everyday phrases into phonetic sounds so that everyone could make music by simply picking up a Coke and saying the phrase a few times.

To spread the word and our sounds, we created a limited edition Beatbox and send it to radio hosts, local artists and DJ’s from across the country.

Loaded with all 40 unique sounds and the tech to sample them all in thousands of combinations, they could experience the simple magic of making music from our phrases.

The campaign resulted in a 17% increase in sales overall in 2021, a massive increase of 77% increase in Brand Love and over 2.3 million minutes spend watching our tutorials online.

All this for a campaign that ran during Winter, which is traditionally Coca-Cola’s lowest performing period, as well as during some of the countries hardest Covid lockdowns.

Coca-Cola brought the beat back and gave Africa a way to reconnect, turning ordinary people into instant home-made musicians.