What We've Done

John Luck – Head of Music, Coca-Cola (2002-2005)

Our challenge was to find a way of building Coca-Cola’s connection with and loyalty amongst adults through music in a powerful and relevant way, with consideration for Pepsi who at the time were heavily invested in Pop. Andy took us into the heart of the music industry and helped us understand its challenges and needs. As a result we created Europe’s first legal music download website, www.mycokemusic.com, which as well as selling digital music, used downloads as promotional currency and in so doing, pioneered the world of digital music consumption we are so used to now. In 2003, Mycokemusic.com was selling 80% of downloads bought legally in the UK, was Europe's largest digital music retailer and was credited with speeding up the entry of iTunes and Napster into the UK market. It also created a true sense of partnership with the UK music industry and allowed us as a brand to engage with artists who previously wouldn’t have wanted to deal with us, culminating in our sponsorship of the Official UK Download Charts."