Dive Brief:
- Coca-Cola is taking to the airwaves with a new podcast created in partnership with iHeartMedia's new branded content division.
- The podcast, "iHeartRadio First Taste Fridays With Coca-Cola," targets teens with "first tastes of the hottest new music and behind the scenes artist interviews."
- "While 'First Taste Fridays' will reach listeners who find it on iHeartRadio's website and app, pieces of the content will also air across iHeartMedia's terrestrial radio stations," Ad Age reported.
Dive Insight:
"Storytelling is what a brand like Coca-Cola is all about," Joe Belliotti, Coca-Cola's head of global music marketing, told Ad Age. "We have done so much storytelling across print, TV, digital and social, now we are trying to bring that to radio."
Coca-Cola has turned to marketing to boost its top line growth as soda sales have been waning in the U.S. Whether it's music podcasts, names on a bottle, or Snapchat videos, Coca-Cola is targeting younger generations of consumers especially.
Coca-Cola is the first brand to partner with iHeartMedia's new branded content division, so it's possible more similar content from Coca-Cola and other food and beverage companies will be released.