Swedish EDM superstar, Avicii’s theme song “Taste The Feeling” for Coca-Cola was unveiled in January 2016, as the new soundtrack to Coke’s ad campaigns going forward. It is now official that the tune will now soundtrack all of Coke’s UEFA Euro 2016 ad campaign.
“It means a lot to be involved in this project,” said Avicii in a statement. “When Coca-Cola approached me about making their anthem for the UEFA Euro 2016 campaign I could tell that it was going to be a really fun and a creative way to make a track that would connect with one of the biggest football events in the world.”
Rather than any of the tracks you might hear on Avicii’s Stories or True, “Taste The Feeling” is a straight up pop record that sounds more similar to the typical Top 40/Taylor Swift fare. It’s not bad by any means, and we can’t fault Avicii for finding a lucrative deal with a worldwide major brand, but just don’t expect to hear him drop this in any sets in the future. The track has a catchy jingle quality to it that fits into a commercial, but also has hints of the recent Avicii sound with some Conrad Sewell mixed in.
Coca-Cola’s global music group director, Joe Belliotti, adds, “It’s always our ambition to feature great music that people will remember and love decades from now.” He adds the company has worked on several projects with Avicii since 2011: “He knows how to create optimistic music that resonates with listeners around the world.”
The song will be used in various TV ads and be a part of pop-up dance events throughout France during the tournament. The Euro kicks off on June 10 in Paris and over the next month the 24 best soccer teams in Europe will battle for the title of greatest squad in Europe.