With an organically grown YouTube platform built around the local Pakistani music industry with 12.9m subscriptions, Coca Cola seized the opportunity to compete with its rivals in the music space globally.

With 1.9 billion Cokes sold every day, an identity for Coke Studios was needed that would deliver an omni-channel experience to customers. From the can to Coachella to the Metaverse and beyond, this brand identity needed to entice users as an entry point for a global collaborative music experience.