Coke's Sponsorship of London Tube Runs into Problems

Posted by: Mark Scott on November 11, 2009

Christmas is still more than six weeks away, but Coca-Cola (KO) wants to tap Londoners’ holiday cheer. On Nov. 11, the U.S. drinks giant announced a deal to sponsor performers (or buskers, as they’re called in Britain) on London’s Underground subway. The agreement, which starts on Nov. 30 and runs until Jan. 4, 2010, includes Coke-emblazoned logos across the British capital’s public transport system, and will be tied in to the company’s Christmas-related advertising campaign.

So far, so good. But there’s a problem. Coke also wants singers to perform its theme tune ‘Holidays Are Coming’ and other Christmas carols as part of the viral ad campaign. Unfortunately, many of the 240-plus buskers — who range from classical singers to rap artists — have balked at flogging Coke’s message. (Transport for London, which manages the Underground, says no one will have to perform a song or jingle if they don’t want to).

According to the London Evening Standard, Michael Ball, a 47-year-old jazz guitarist, said:

“Not in a million years will I play some Coke jingle. Most buskers make half their annual income in December. Londoners are really up for it and generous at this time and we know what songs and music work. Do commuters really want to hear a corporate jingle from every busker? What a daft idea.”

So will the campaign backfire? Probably not. Whether performers pump out ‘Holidays Are Coming’ won’t matter that much after Coke secured the sought-after ad space on the Underground (used by millions of commuters each day). Still, it just goes to show that this time, Coke can’t teach the world (of buskers) to sing.