Spotify, in partnership with Coca-Cola and Oreo, has launched a unique digital experience to mark the launch of the limited edition Coca-Cola Oreo cookie and Coca-Cola Oreo Zero Sugar. The initiative, called “Bestie Mode”, allows users to combine their musical tastes and listen to personalized playlists. The action reinforces the connection between brands and young audiences, integrating music and products in an exclusive digital campaign on the platform.
“We love Blends at Spotify, so we’re excited to partner with global giants like Coca-Cola and Oreo to create a sweet experience that puts the love between friends front and center,” said Brian Berner, Global Head of Sales and Advertising Partnerships at Spotify. “Our users spend two hours a day with us. This is one way we’re helping brands deliver something fun and fresh right where they are.”
Here’s how the Besties Forever experience works:
• Through targeted ads, Spotify Free users are invited to discover new ways to connect with their best friend through a personalized music genre and playlist that captures the essence of their friendship.
• Built on Spotify’s immersive and interactive experience, The Stage, Bestie Mode starts with fun questions like: What song always reminds you of your best friend?, What’s your best friend’s favorite karaoke hit?, What track gets your bestie super excited?.
• Based on responses and consumption behavior on the platform, the user receives a curated playlist that reflects the unique vibe of their friendship – in other words, the perfect soundtrack for shared memories.
• Users then receive sharing cards to extend the fun across their social networks, allowing everyone to see how they match up with their best friends.
“Real magic happens when people come together, and we’re excited to partner with Spotify to bring that magic to friends around the world with Bestie Mode,” said Oana Vlad, Vice President of Global Brand Strategy for The Coca-Cola Company. “Whether you’re sharing a new favorite song with your longtime best friend or enjoying a live concert with a stranger, music is a universal expression of emotion that creates unexpected moments of connection. Friendships deserve to be celebrated, even if it’s only for a limited time, and we hope besties enjoy this experience as much as we enjoyed creating it.”
“We’re excited to team up with Spotify to add a fun twist to music discovery with the new Bestie Mode experience,” said Eugenia Zalis, Global Head of Marketing and Brand for Oreo, Mondelez International. “Music has always been a powerful connector in friendships, often serving as the soundtrack to our most cherished memories. We’re inviting people to deepen those connections by mixing their favorite songs and discovering new ones together, while enjoying the unique taste of our limited-edition products. This collaboration is all about amplifying the joy of friendship, creating shared experiences and celebrating the special moments that make life sweet!”
Limited-edition Coca-Cola and Oreo products will be available on shelves starting September 9.
