Coke Studio hits the Middle East
By Guest M : In a world where almost everybody can be easily exposed to and through media, what an international well established brand like Coca Cola can do? Easy: have its own tv show! “Coke Studio” doesn’t limit itself to be endorsed by the worldwide known fresh beverage but it’s a part of the brand marketing as a whole, being the “i” in the word “Studio” shaped after the trademark 33 cl glass bottle.
The format started in Brazil and passed to Pakistan (with a succesful 5th season running) and India, is about to land in Lebanon under the direction of Michel Elefteriades.Coca Cola pushed the marketing button in Lebanon as well casting among others its spokesperson for the Middle East: “Nancy Ajram”and the Lebanese “Yara”.
The concept can be seen as a mix between Mtv US Unplugged (Mtv Asia being partner of the indian and pakistani project so far) and french Taratata but in a broader sense, at least judging from the videos circulating through the net where we have a mix of arabic, spanish and italian.
Good luck for the campaign hitting the Middle East after its international success, even though from an advertising point of view, celebrity endorsements and spending humongous budgets on music shows production will add to the stars’ bank accounts more than adding to Coca Cola-the brand.