Danone Light & Free partners with Spotify in an exclusive music campaign

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What Brands Can Learn From an IPA Effectiveness Gold Winner

What Brands Can Learn From an IPA Effectiveness Gold Winner

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Stoptober is Public Health England’s long running, mass participation quit...

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MEC at AdWeek Europe 2017

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Danone Light & Free partners with Spotify in an exclusive music campaign
01/02/2017

Light & Free is joining forces with Spotify UK for a year-long partnership to build strong connections between the Greek-style yoghurt brand and a music-loving audience.

The partnership was brokered by MEC Wavemaker to place the brand into the hearts and minds of millennials whilst aligning with one of their biggest passions - music.

Unique prizes will be offered throughout 2017 where an intimate group of winners will see their favourite top-tier artists perform. These unplugged sessions will give fans a chance to watch their favourite artists up close and really enjoy the feeling of Light & Free at first hand in uniquely designed spaces.

Francois Brugiere, Marketing Manager at Danone Dairies, said: “Entering into the world of music is an innovative way for us to bring the feeling of ‘Light & Free’ to our audience. With this partnership, we are able to give something back to audiences not only through content and music but also in terms of delivering unique experiences that money can’t buy.”

Light & Free, which entered the UK with music at its core through a launch campaign featuring the Labrinth track ‘Express Yourself’, will partner with Spotify and eight lifestyle-focused social media influencers to reach young people who use music as a way of taking time out from their stressful lives.

Based around a series of unique music experiences and Spotify playlists, the activity, run in collaboration with MEC Wavemaker, launched on 1st February and will run throughout 2017. The visual identity was created in partnership with fellow WPP agency, Wunderman UK.

Each artist will be announced on Spotify via homepage takeovers and audio ads as the competitions begin. The first artist will be announced on 20th February. In addition, Light & Free, Spotify, and their social influencer friends will create exclusive playlists that express different shades of enjoying “feeling Light & Free.” Media innovator Light & Free will also be one of the first brands to use Spotify's Branded Moments ad unit.

Danny Weitzkorn, a director at MEC Wavemaker, said: “The Spotify partnership is an exciting opportunity to reach the Light & Free audience through one of its main passion points, music.”

Chris Forrester, Country Manager at Spotify said "In the past few years, Spotify has witnessed a huge consumer trend towards moment-based music listening. In being the first brand to run a UK-based campaign around Spotify's 'Chill' music moment, Light & Free has created the perfect opportunity to bring the brand attributes of Light & Free to an audience of relaxed and engaged music fans." 

Danone Light & Free partners with Spotify in an exclusive music campaign
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