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Coca- Cola is all about Inspiring creativity, passion, optimism and fun...

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Coca- Cola is all about Inspiring creativity, passion, optimism and fun...

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As the world recognizes International Day of Happiness on March 20, Coca-Cola is joining the celebration with the release of a new music track called the "Happiness Remix."

Produced by Rock Mafia, the creative mash-up is a sonic tapestry of rhythms, languages, genres and expressions of happiness. Coca-Cola and licensing agency Music Dealers sourced the 17 songs featured on the mash-up by inviting a diverse roster of emerging artists to create a track inspired by their favorite "happy" places.

We caught up with Tim James and Antonina Armato -- the songwriting and production duo behind Rock Mafia -- to learn more about the unique collaboration.

When Coke approached you, what was the initial creative brief?

TJ: The first brief was just the question: "Can you make the happiest song in the world?" And I thought, well of course we can! Then they asked if we could do so by mashing up 52 songs from all around the world, and I didn't have as quick of an answer. So we started experimenting in the studio to see what we could create and found little parts in every song that made us feel happy. Then the challenge was to take these different parts and turn them into one gigantic mash-up. Every song had at least 24 tracks of music, so we had to go through each one and find inspiration. We'd ask ourselves, "How do we make this part communicate inside the rhythm track?" or "How do we collide Emma Jayne's vocals with Anita Benner's vocals It was a pretty big undertaking, but the truth is, the smiles were permanent as we worked on it.

AA: I don't think anyone has ever done something like this before. We're a big family of musicians, engineers and producers here. We'd each drag parts of songs and put them aside, and someone else would pick it up from there. Rock Mafia is like an orchestra, and Tim's our conductor. He's a genius in the way he sees and hears music in ways most people don't.

It sounds like finding happy bits of songs wasn't too difficult, but that stitching them all together into a cohesive song is where you had your work cut out for you.

TJ: Yeah, and all the songs were in different tempos and different keys! But what happened is because of that challenge, the song and project actually got happier. We took more of a "cartoon" approach versus focusing on the preciousness of each individual song. We were able to say, "Let's pitch that up, let's slow this way down. Let's try this, let's distort that." And it became more and more fun. There was more joy going on inside the record because it felt like all of these artists were playing off each other.

AA: I just wish we'd documented it because there were so many really fun moments we all shared. Not only were we working on the happiest song in the world, but we were happy doing the process. There's a lot of joy and love in this work.

Well it certainly shows when you hear the track. Were there one or two breakthrough moments when realized you were onto something special?

TJ: Emma Jayne has this ukulele song, "Individual", which I thought mixed with Jonah Swilley's "Backseat." When we found we had the main hook, that was the thread that linked everything together. That was our "A-ha!" moment. Also, we always wanted to use Roz Bell's track, but had decided it might not work... but after a little bit of tweaking, it fit and I think adds a really nice dimension to the track.

Coke invited music psychologist Dr. Adrian North -- whose research focuses on the emotional response music evokes -- to consult with you guys during the project. What did you take away from the conversation?

TJ: I found it fascinating! For me as a musician, I approach music from the heart and believe in channeling inspiration. He blew us away with his knowledge of how, psycho-acoustically, music effects people. We took a lot of information from him and tried to make sure we were holding up our creative process to that bar. We broke a couple of rules, but I think for the most part we fell right in line with what he's talking about. It was great to see how aligned we were on what great music is and what we feel moves people. To me, music is the most universal form of communication on the planet.

AA: At first we were a bit skeptical because, I'll admit, it seemed counter-intuitive to the way we work, which is so much from the spirit and the soul. There's no formula for us. But then we realized we can embrace both sides of the brain.

What was the most rewarding part of this project?

TJ: It was great to give these emerging artists the opportunity to be part of a first-time-ever collaboration in this context. We wanted to make sure that whatever we did would make them feel really proud and give them something to push out and talk about. And hopefully it will become a first step in their long career.

Music is subjective by nature. Everyone has their own tastes and definitions of a happy song. What does happiness sound (and feel) like to you?

TJ: That's a great question. I think a happy song creates a freeway for your mind and imagination to just let go of your problems. The melody, harmony and lyrics connect you with what you want to be happy about. Sometimes a certain artist makes you happy because you're a huge fan. And sometimes the first time you hear a song, you don't know if you like it, but then the next time you hear it three months later, you're rolling the windows down and cranking it up and asking, "How did I not like this song?" What makes a happy song is such a personal and individual journey. Coming back to this mash-up, all of these different artists who contributed had their own unique versions, so it was neat to tap into them and create something to be as universally happy as possible.

AA: There are two things that make a song happy for me. There are songs that, when they come on, can shift my mood by literally turning on a switch and lighting me up. Certain songs can create a serene moment of happiness and peace where you just close your eyes and relax. And then, of course, there are happy songs that make you want to dance. You can't help but move your feet. In these cases, the response is more primal. That's the power of music at its core.

You said this project started with a question I'd like to revisit... Have you guys made the world's happiest song?

TJ: Well, I know we've made a happy song. The best part about being a creator is that the audience gets to decide. So we can leave it a question mark for now and see how the world reacts, but I think we made a very happy record.

AA: It definitely put a smile on everyone's face here. And that's a really good start, isn't it?

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As the world recognizes International Day of Happiness on March 20, Coca-Cola is joining the celebration with the release of a new music track called the "Happiness Remix." Produced by Rock Mafia, the creative mash-up is a sonic tapestry of rhythms, languages, genres and expressions of happiness.

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Coca Cola, also know as Coke, began in America, 1886 due to the utter intrigue of an Atlanta pharmacist, Dr. John S. Pemberton. This flavoured syrup in carbonated water is now an iconic brand and the number one selling sparkling beverage.

Coke’s success comes down to their forward thinking, innovative product design, and business practices, marketing in particular. The consistent and distinctive packaging and brand logo including its shape, size, colour and label are at the forefront of Coke’s brand prosperity.

Coke noticed a demand for beverages to be more portable and accessible. So they were the first to put sparkling beverages into bottles, rather than just from soda fountains. Pioneers from the start, large scaled bottling was made possible five years later.

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128 YEARS OF COCA-COLA’S HISTORY IN 2 MINUTES

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Brand Issues and Reccommendations for Brand Managers

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Brand Issues and Reccommendations for Brand Managers

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Health Problems Associated with Consuming Coca Cola, also known as “Killer Coke”

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Health Problems Associated with Consuming Coca Cola, also known as “Killer Coke”

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The idea of health problems associated with Coke is highly detrimental to managing the brand as this negative brand association highlights coke’s core contents. This negative connotation cannot be denied. This is why the brand promotes coke as a personality and way of life, rather than promoting the products ingredients and health attributes. Currently Coke’s brand managers want to make up for the loss in potential consumers, levels of consumption and market share, so they invest in highly integrated marketing campaigns and initiatives, aiming to ‘forget’ and disguise Coke’s ingredients and exaggerate the attached way of life when consuming Coke. These campaigns highlight Coke’s unethical marketing practices.

Further recommendations include creating a healthy alternative. Coke’s highly strategic mindset has already allowed them to do this as they have the diet and zero option. These are also deemed unhealthy yet just don't have the calories. So the Coca Cola company have healthy alternative products within another brand such as Vitamin Water, Vegibeta and Frutopia. Therefore consumers are still buying and investing in Coke.

A campaign which acknowledges its health implications yet educates consumer how to still drink Coke yet in moderation would also be recommended to brand managers as it would shed a positive, truthful light on the brand.

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Unlawful labour, environmental and marketing practices, and highly detrimental allegations such as violations of intellectual property rights and allegations of involvement with paramilitary organisations in suppression of trade unions.

Over the years the Coca Cola company have been ridiculed for their cost-cutting practices which have guised them as unlawful, and detrimentally influential marketing campaigns targeted towards impressionable young consumers. These negative allegations are highly detrimental to the brand image and difficult for brand managers as this behaviour has proven to spur consumers away from purchasing this product. The roll on effect includes Coke losing sales, potential customers and overall market share, threatening their future prospects and narrowing the gap from their competitors. Potentially losing their number one position in the market. This is why currently brand managers have strategically created new product brands within the Coca Cola company such as Pump, Schweppes and Powerade, to ensure their business longevity as consumers are unaware they are buying a Coca Cola product. This follows into another issue for managers- Coca Cola’s monopolistic brand association.

As a highly lucrative company with high levels of disposable income the Coca Cola company is recommended to use these funds to promote the brands ethical practices, potentially forgoing profit margin. Consumers nowadays are brand savvy and lay an interest on the companies operations in which they are investing in. An example could include banning sweat shop practices and paying employees above minimum wage. In the long term this would have profitable effects as it would gain a broader, ethically aware customer base, increasing market share.

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The Coca Cola company’s extreme brand success has allowed for business expansion into new products and brands. Yet this expansion has allowed for a highly monopolistic nature in Coca Cola’s business operations. Currently with a 42.8% market share, it is nearly impossible for other companies to enter the market. Also 1.7 billion servings of Coke products are consumed every day and 3.1% of all beverages consumed around the world are Coca-Cola products, because they own 112 brands. This highly competitive stance is the foundation to the companies success and positive for brand managers yet does not allow for healthy competition, detrimental to the marketplace, especially from a consumers perspective.

The Coca Cola company’s success cannot be denied yet it is recommended that their huge market share and profits are used to increase their donations and participation in humanitarian appeals. Giving back is new world phenomenon for brand managers to adopt as consumers lay high acknowledgment and choose the brands who give. An example include giving half of one months profits to the “Save the Children” foundation. These initiatives would be tailored to specific countries and their favourite foundations.

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Coca-Cola is everywhere.The iconic American brand is recognised instantly around the globe and sold in more than 200 countries. Additionally there are thousands of subsidiary beverages that you might have no idea are owned by Coke.

Despite three CEO changes since 2000, Coke has kept a firm lead in the U.S. carbonated drinks market, with 42.8% market share to Pepsi's 31.1%.

Altogether 1.7 billion servings of Coke products are consumed every day.

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15 Facts About Coca-Cola That Will Blow Your Mind

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Coca-Cola is everywhere.The iconic American brand is recognised instantly around the globe and sold in more than 200 countries. Additionally there are thousands of subsidiary beverages that you might have no idea are owned by Coke. Despite three CEO changes since 2000, Coke has kept a firm lead in the U.S.