Two weeks ago, Coca-Cola released a new promotional campaign which featured an original song from Tyler, The Creator.
The two minute long video called “Open That Coca-Cola” showed people of different backgrounds and belonging to various walks of life possessing a new type of energy once they have a sip of the drink. Coke also asked people to share their versions of the “Open That Coca-Cola” dance from the spot via a digital and social media push.
drums are fucking hard the low end is shaking
— Tyler, The Creator (@tylerthecreator) February 21, 2021
thats me playing the flute at the beginning
— Tyler, The Creator (@tylerthecreator) February 21, 2021
Today, the full song featured in the campaign, titled ‘Tell Me How’ has been released on streaming services. It’s 2 minutes and 15 seconds long. Listen to the experimental track below.
“What is brilliant about this campaign is how we have merged the power of creative and connections to be able to increase our efficiency and effectiveness in our overall plan,” says Walter Susini, Coke’s svp of marketing for Europe. “We have developed a modular communication platform that enables us to have one unique message and tone of voice across the different moments and occasions of the year in all touch points to push the brand experience.”
