Coca-Cola will be one of the protagonists of the festival season again this year

By: Trademagazin Date: 2024. 07. 01. 11:50

This summer, Coca-Cola® is also focusing on music, entertainment, and personal relationships. This year, fans can meet the “Musical Summer” program in 30 European countries, at the hottest festivals and music events of the summer, including Sziget Festival, Strand Festival and SZIN.

With the campaign, the beverage manufacturer wants to appeal primarily to Generation Z. According to surveys, this group of consumers is increasingly suffering from a lack of connections. Despite being the most active in the digital space, 72 percent say they feel lonely at least once a month.* For them, music is a powerful way to connect with each other, and their fandom of artists gives them a sense of community.

Coca-Cola’s “Musical Summer” program builds on the special power of music to create connections. The campaign promises unique experiences in both personal and digital space, and encourages Generation Z to experience the feeling of bonding and building relationships through their shared passion for music.

As part of this, Coca-Cola® offers music fans unforgettable moments at the hottest summer festivals, including the Hungarian Sziget Festival, Strand Festival and SZIN.