Coke teams up with Kiss Radio for festival deal

Coca-Cola has formed an exclusive partnership to sponsor on-air coverage, online content and exclusive sets from some of the biggest summer festivals in the UK.

The soft drinks brand sealed the deal with Bauer Advertising, the sales arm of media owner Bauer. The partnership uses the tagline “Kiss Does Summer on the Coke Side of Life”, and Coke will sponsor festivals Kiss Radio is covering this summer.

“Kiss does Summer on the Coke Side of Life” will run across the Kiss Radio network and the summer website. The site will comprise video highlights and user-generated content gathered from listeners at the Kiss-covered festivals, which include Gatecrasher, Escape into the Park, Ibiza, SW4 and Notting Hill Carnival.

Kiss producers will also provide highlights of artists’ performances at these festivals, including Dizzee Rascal and the Audio Bullys, which will be edited into a highlights show in association with Coca-Cola. The “Playback the Summer” highlights show will be broadcast in mid-September. There will also be promotions and competitions giving listeners the chance to win tickets to the festivals.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at or on Twitter @tomfishburne See more of the Marketoonist here


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