Coca-Cola recruits Avicii for new campaign, ‘Taste the Feeling’

by: Lizzie Renck Jan 19, 2016

“Taste the Feeling,” Coca-Cola’s first campaign in seven years, marks a major shift in the soft drink brand’s image among the public eye. Where “Open Happiness” triumphed in promoting considerable social issues such as anti-bullying or peaceful co-existence, the campaign failed to project the simpler notion of enjoying Coca-Cola on any given day of the week.

The beverage company has now pivoted toward a “one brand” strategy in which all Coca-Cola products, including Diet Coke and Coke Zero, will be housed beneath a single campaign.

Coca-Cola enlisted Australian singer Conrad Sewell, notable in the dance music space as Kygo’s featured vocalist in “Firestone,” to act as its new voice. “Taste the Feeling,” the country-tinged pop ballad theme song, was produced by none other than Tim Bergling, or Avicii.

Sewell will perform the song at various international venues like the 2016 Olympics in Rio as well as the 2016 Euro Cup, while Avicii will be tasked with producing new versions for the different performances. “Taste the Feeling” will soon become available to fans for streaming.