Coca-Cola has partnered with music stars to create a digital-only charity single to raise money for the Replenish Africa Initiative.
The song, which involves musicians Solange Knowles, Chris Taylor and Twin Shadow, and its video can be downloaded from Music for RAIN for any amount that people want to give.
The video, shot in Africa, aims to communicate the work the charity does and where donations will go.
Alongside the song launch, Coca-Cola unveiled a new site, The Live Positively Collective, which will be the online hub for the company’s sustainability projects.
Coca-Cola has launched a raft of music initiatives over the past month, including a collaboration with band Maroon 5 to crowdsource a song via Facebook (nma.co.uk 1 March 2011).
It has also launched a global promotion with ad agency Wieden & Kennedy Amsterdam to appeal to teenagers, which includes an interactive music video by band One Night Only.