Coca-Cola has announced its first brand new ad campaign in nearly 7 years "Taste The Feeling" and to do so it has called upon two artists of very different statures to help deliver their message - Avicii and Conrad Sewell.
Announced at a Paris launch event yesterday, the campaign will arrive with 10 different TV ads, including specialized advertisements for the big upcoming sporting events at the Euro 2016 in France and the 2016 Olympic Games in Rio.
The main collaboration comes between Avicii and Conrad who came together to create the new theme song "Taste The Feeling." Though Conrad didn't get to write the track, he tells Music Times that it "fell totally in my music sensibilities." Avicii produced the poppy jingle that seems a far cry from the main room anthems that normally are a part of his discography.
Sewell was very excited to work with Avicii and loves what they came up with. "Working with Avicii was great. He's a genuine lad and incredibly talented. I've always been a fan of his production," explains Sewell. "Being able to spend time with him at his studio in Sweden was great, because it gave us an opportunity to really vibe and get to know each other. We had a chance to dig in and make the song a great balance of both of our musical signatures, and feel like we created something that we are both proud of and can stand alone as a great piece of music, hopefully even a hit!"
Working with Coke was a no-brainer for the Australian-based artist. "I've always looked up to artists that Coca-Cola has worked with like James Brown and Ray Charles, so to be in that company is pretty humbling," says Sewell.
Avicii has been a strong partner with Coca-Cola. In addition to the "Taste The Feeling" track with Sewell, he will also create a new version of "Hey Brother" for a special ad titled "Brotherly Love" about the ups and downs of relationships within family. He also provided his song with Wyclef Jean "Divine Sorrow" and his time for a Coca-Cola sponsored (RED) campaign in 2014.