The Coca-Cola glass Contour Bottle is celebrating its 100th birthday. As part of the celebration, Coca-Cola is turning the Coke bottle shape into music. A birthday song, to be exact.
In an inspired piece of sonic branding as as part of its Open Happiness campaign, the brand’s UK team commissioned the “Bottlebeats” birthday song by turning the shape of the bottle into sound waves in an audio spin on its Share A Coke campaign.
The six-and-a-half minute tune, with its “Enjoy the view” chorus, can now be shared on Soundcloud, just one of a number of celebrations of the bottle’s centenary—it was patented in 1915 and released in 1916—taking place this year.
In addition to inviting fans to share their #CokeBottle100 moments, Coca-Cola is celebrating the bottle’s 100th anniversary with a documentary that will premiere in November.
It’s also not the first time the brand has dabbled in sonic brandingaround its earworm of a five-note audio logo.
In 2010, the company invited Canadian singer K’Naan to create the “Waving Flag” anthem for the FIFA World Cup in South Africa. The catchy tune snuck “the Coke melody into an otherwise unbranded song,” as Soundlounge CEO Ruth Simmons commented.
via brandchannel:Coca-Cola Turns Contour Bottle Shape Into Bottlebeats Birthday Song.