“On”, meaning talking about, and “Coke”, meaning the cola, not the recreational dopamine. A follow-up to a previous post, Jack White’s new song “Another Way To Die”, which was penned for the new 007 film Quantum of Solace, was used in a new promo for Coke Zero. In what seems to be another ridiculous marketing mix, Coke Zero is going through a quasi makeover to integrate itself with the new James Bond flick, temporarily changing its moniker to Coke Zero Zero 7 (Did I see you just roll your eyes?). Coke being the ever-opportunist never asked White’s permission to include the new tune in the advert, and his reaction was disappointment.
“Jack White was commissioned by Sony Pictures to write a theme song for the James Bond film ‘Quantum Of Solace’, not for Coca Cola,” read the statement. “Any other use of the song is based on decisions made by others, not by Jack White. We are disappointed that you first heard the song in a co-promotion for Coke Zero, rather than in its entirety.”
Is this Jack White being pissed about his hard work not being portrayed in its entirety, or an angry artist wishing he had is hand in the Coca-Cola kick backs? Oh the eccentricities of rock stars.