Coca-Cola continued its longstanding partnership with ESSENCE, as presenting sponsor of the 2018 ESSENCE Festival in New Orleans from July 5-8, where the brand encouraged attendees to “Share a Coke” with friends and family at the African-American music and lifestyle festival of the summer.
“We are so excited to be a partner at the ESSENCE Festival for more than two decades, and to see it continue to be a world-renowned, unforgettable weekend that includes sisterhood, empowerment and inspiration for the black community,” said Zakia Holland, director of brand marketing activation,
The 2018 ESSENCE Festival attracted more than 500,000 attendees. This year’s festival featured another star-studded musical lineup, with iconic acts like Janet Jackson, Snoop Dogg, Mary J. Blige, Miguel, The Roots featuring Erykah Badu & Jill Scott and hip-hop legends Queen Latifah, Missy Elliott and Salt-N-Pepa. Speakers included Congresswoman Maxine Waters; Actress, Producer and Screenwriter Lena Waithe; Motivational Speaker Iyanla Vanzant; and Journalist and News Anchor Lester Holt. Newly mayors of New Orleans, LaToya Cantrell, and Atlant, Keisha Lance Bottoms, also graced the stage to empower festivalgoers.
Coca-Cola had a significant presence at the festival, bringing the popular “Share a Coke” program to life in its fifth year, through dynamic programming that celebrated contemporary African-American culture and music. Highlights included the
Coca-Cola is proud to continue to create unique experiences that resonate with festival attendees and most of all, connects to the shared values of