Coca-Cola joins forces with Apple in iTunes drive

LONDON - Coca-Cola is to team up with Apple for a substantial iTunes promotional initiative as part of the launch strategy for its calorie-free Coke Zero brand.

The soft-drinks firm is negotiating a deal with Apple that will see Coca-Cola-sponsored content appear on iTunes, and its consumers offered iTunes discounts.

The deal follows the closure of download site Mycokemusic last week. The site, which launched in 2004, featured more than 250,000 songs, but music files downloaded from it were not compatible with Apple's iPod.

Music has been one of the key battlegrounds between Coca-Cola and arch-rival Pepsi, and insiders believe the iTunes tie-up could help Coca-Cola maintain its edge in the competitive UK soft-drinks market.

Last summer, Pepsi launched a 'Pepsi Max Downloaded' initiative. An on-pack promotion on 100m Pepsi packs offered consumers the chance to meet stars including Natasha Bedingfield, Ms Dynamite, Westlife, Girls Aloud and McFly.

Pepsi secured a similar deal to Coca-Cola with Apple in the US in 2004, with a deal to distribute 1m songs through Apple's iTunes online music store.

In the US, Coca-Cola already runs its own branded music and entertainment website Stageside.tv.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Flexible working rules at Dentsu Aegis

Fancy working for a company that cares about your work/life balance and focuses on your performance rather than the time spent at your desk?

The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published