Coca-Cola partners with Tomorrowland for massive multi-tiered music gig

Tomorrowland Hero Image

After a two-year hiatus, where key pillars of the music industry were disrupted – especially live events – Coca-Cola and Tomorrowland are bringing together the unexpected and unconventional to bring fans closer to unforgettable music experiences, both in real life and across digital.


This year, kicking off at Tomorrowland, Coca-Cola will give fans the ultimate music refresh through festival partnerships, real-time broadcasts and unique content.

Tomorrowland is one of the biggest and most influential festivals in Europe. It is a highly coveted once in a lifetime experience and this summer Tomorrowland will welcome over 200,000 weekly visitors over three incredible weekends from 15 – 31 July.

This year, Tomorrowland features a legendary artist line-up, of over 700 acts, during the three-weekends 2022 edition. 

The world will come together in one magical place, where all are equal and unite as one – symbolising the Tomorrowland values of freedom, love, respect, diversity and solidarity.

Coca-Cola and Tomorrowland share common values: Togetherness, love, unity and magic – believing that we can all “feel every beat of tomorrow, today”.

A Coca-Cola consumer promotion will run across Europe, and it will offer the possibility for winners to experience the ultimate music refresh:

  • Bring people together and sharing unforgettable magical music experiences
  • Immersive in-person brand experiences on the festival area
  • Backstage and behind the scenes access which will allow fans to get closer to their favourite artist

Last but not least, Coca-Cola will bring the Tomorrowland atmosphere through live broadcasts from the festival and unique artist access for those joining in from home.

Thomas Oth, Coca-Cola Country Director, Belgium, said: “Passion fuels everything we do at Coca-Cola, and nothing gets people moving, celebrating, and enjoying life like live music does. 

“Music, just like sharing a Coca-Cola, brings people together and when we mix the two together, it creates real magic.

“Also, we know that festivals are about more than just music. They’re about breaking conventions and opening ourselves up to the stories and experiences we’ve missed out on over the past two years.”

Michael Willeke, Integrated Marketing Experience Director, Europe added:

“Coca-Cola has a rich heritage in music and has been present at some of the most iconic moments in live music history, just like our brand it brings people together. 

“It is a pleasure to bring our summer of music to our audiences once again this year, starting with Tomorrowland. It’s going to be a summer of real magic!”