In January, Coca-Cola unveiled its new anthem with Avicii and Australian-raised singer Conrad Sewell titled "Taste The Feeling" as the new soundtrack to their ad campaigns going forward. There were 10 different ads that the song was going to help bring to life for various situations such as the major sporting events coming up this summer. It is now official that the tune will now soundtrack all of Coke's UEFA Euro 2016 ad campaign.
"It means a lot to be involved in this project," said Avicii in a statement. "When Coca-Cola approached me about making their anthem for the UEFA Euro 2016 campaign I could tell that it was going to be a really fun and a creative way to make a track that would connect with one of the biggest football events in the world."
The track has a catchy jingle quality to it that fits into a commercial, but also has hints of the recent Avicii sound with some Conrad Sewell mixed in.
When the campaign was first announced we asked Sewell about how it was working with Avicii in his Stockholm studio.
"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!"
The song will be used in various TV ads and be a part of pop-up dance events throughout France during the tournament.
The Euro kicks off on June 10 in Paris and over the next month the 24 best soccer teams in Europe will battle for the title of greatest squad in Europe.