Coca Cola and Apple enter into music partnership

Coca Cola and Apple have announced their partnership in the music business. In Switzerland, Austria, the UK and Germany, Coca Cola and Apple are offering millions of song downloads from the iTunes Music Store, among other things. The deal is very promising: as part of this collaboration, Coca Cola is creating another advertising platform to appeal to "music-loving teenagers and young adults". Apple, on the other hand, wants to further expand the distribution of iTunes and offer European fans "even more great music", as Eddy Cue, Apple's Vice President for iTunes, said in a press release from Coca Cola. "We are very pleased about the partnership with Apple," emphasizes Dominique Reiniche, President Coca Cola European Union, according to the press release. To mark the start of the partnership, live concerts were held in Zurich on August 9 - and simultaneously in Vienna, London and Berlin.
In Switzerland, Coca Cola offers the Coca Cola iTunes range via the MyCokemusic.ch platform (see
Coca Cola Suisse is targeting young people). There, consumers can redeem MyCokemusic points for free songs or ringtones, logos, wallpapers and videos for their cell phones. To access the points, special codes must be sent in by SMS and converted. The codes can be found under the caps and labels of Coke bottles. The two large corporations also want to promote young musical talent in Switzerland, Austria, the UK and Germany as part of the collaboration. For example, the young artists will be given the opportunity to be recorded in Coca Cola podcasts, which will then be distributed throughout Europe via iTunes. In Switzerland, Coca Cola has been promoting young musicians with its Soundcheck program since 2005. Accordingly, the collaboration with Apple is seen as an opportunity to offer musicians a platform at European level.