Coca-Cola Energy is targeting music lovers with a new campaign that aims to inspire the next generation of musicians at BBC Introducing Live 2019.

The brand will host talks and masterclasses with musicians at BBC Introducing Live 2019.

Presented by Coca-Cola Energy at London music venue, The Borderline, the brand will give almost 20,000 budding artists the opportunity to learn more about song writing and production, grassroots venues and becoming an independent artist, as well as a discussion about mental health in the music industry.

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Since launching at the end of April, Coca-Cola Energy has generated more than £4m of sales, and is the third biggest soft drink launch of 2019.

The music partnerships will also be supported by a wider campaign aimed at young adult consumers, including a multi-million-pound media investment and sampling campaign.

Simon Harrison, vice president of commercial development at Coca-Cola European Partners, said: “It makes perfect sense for Coca-Cola Energy to collaborate with Dazed Digital and BBC Music for these events.

“The brand perfectly complements the busy, upbeat lifestyles of music lovers, who can benefit from a refreshing energy boost to keep them going.

“These events are enabling us to build on the brand’s early success, keeping Coca-Cola Energy at the forefront of consumer minds while helping to deliver sales for retailers throughout the rest of year, and beyond,” he added.

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