Coke Studio, Around U

Position Coke Studio as a culturally relevant music platform within Australian youth culture, driving awareness, engagement and connection to Coke Studio's release “Around U”, while increasing Coca-Cola's presence in social and music-led moments.

Partnered with LINES to amplify the release of “Around U”, a collaborative track featuring Peking Duk, Kita Alexander and Drax Project, through culturally relevant live music moments and content across the LINES network and UGC community.

The campaign centred on live performances and promotional Coke Studio shows across Sydney and Newcastle, supported by real-time coverage, social content and community-driven amplification via LINES, connecting the track to authentic youth moments and extending the campaign beyond digital into real-world cultural experiences.

• Elevated Coke Studio's presence within Australian youth culture
• Drove strong awareness and engagement around the “Around U” release
• Embedded Coca-Cola within live music and social moments
• Created real-world cultural touchpoints beyond digital