Coca-Cola has entered into a multiyear marketing and sponsorship alliance with Live Nation, the world's largest concert promoter. Not only will Coke be sold in 76 of Live Nation's 84 venues, they will also be able to tap into the music industry further. Coke will connect with fans and individual artists. The deal opens many doors for Coca-Cola to cross market it's products. I think Coke is brilliant in this aspect. They will not only be the only brand sold at huge venues, but they will also be able to market their product with artists familiar to the general public. Not that we all don't know what Coke is already, but it will be cool to purchase the product and to be rewarded some way with music, whether it be free tickers or merchandise.
"Every single Coke brand makes sense for some kind of music," Wallach said. "Our goal is to develop marketing programs across everybody that Coke touches."
- Val South