Coca-Cola Celebrates Quebec Music Culture With 'Bye Bye' Remix

Campaign Snapshot

▶Brand: Coca-Cola

▶Campaign Title: "Célébrer au son d’ici"

▶Launch Date: December 26, 2025

▶Agency: WPP Open X

▶Production Partner: Les Enfants, Le GED

▶Featured Talent: Nathalie and René Simard

▶Core Platforms: YouTube, Instagram

Coca-Cola launched its holiday campaign in Quebec, transforming a classic tune into a cultural connector to get everyone singing together.

For the eighth year in a row, the brand partnered with the must-see year-end television event "Bye Bye."

It launched the "Célébrer au son d’ici" campaign, which translates to "Celebrate to the Sound of Home."

Produced by creative studio Les Enfants and directed by Le GED, the campaign revives a beloved Quebec song through a fresh mix while celebrating local traditions and unity.

Coca-Cola Canada Marketing Director Jacques Blanchet said this creative approach matters in Quebec because music plays a central role in culture and celebrations.

Overall, the work fits into the brand’s marketing approach of telling memorable and creative stories built around local sounds and perspectives.

Quebec Music Meets Holiday Moments

Launched on December 26, the campaign unfolded with an exclusive snippet of the music mix released on Coca-Cola’s YouTube channel.

This gives viewers an early taste of the sound ahead of the commercial debut.

The full spot aired then on December 31 during the Bye Bye broadcast, reaching millions of viewers at a moment when families are gathered and tuned in together.

At its core is a one-of-a-kind musical collaboration that brings together Nathalie and René Simard’s 1988 classic "Tourne la page" with the modern track "Tough Crowd" by Soraï and Virginie B.

The result is a festive remix with the power to bridge generations and highlight the role of music in shared holiday moments. 

The approach rides on other efforts by Coca-Cola to root its holiday campaigns in heartfelt moments.

Earlier in 2025, the “Share a Coke” personalized bottle initiative returned to Canada, expanding customization and pop-up experiences.

Last year, The Coca-Cola Company logged an estimated $36 billion in global revenue in its first three quarters.

What We Can Learn from Coca-Cola’s Holiday Remix

Coca-Cola’s "Célébrer au son d’ici" is teaching us all a clear lesson in how to culturally ground a campaign through design and finesse.

• Reimagining locally beloved art forms, like a classic song, can deepen emotional engagement beyond product features.
• Strategic timing with widely watched cultural moments like "Bye Bye" amplifies reach and relevance.
• Integrating multi-platform activations from YouTube previews to prime-time TV helps weave the campaign into everyday conversation.

The real test will be whether this campaign can help Coca-Cola strengthen brand loyalty among diverse Quebec audiences as the brand continues to invest in local culture.

Our Take: Does This Hit the Right Note?

Let’s be honest; holiday ads often recycle familiar images without much soul.

However, Coca-Cola’s choice to lean into Quebec’s own musical heritage is both smart and necessary.

I’ve seen too many brands apply a one-size-fits-all formula, but here the mix feels intentional and respectful.

There’s a humility in putting local talent front and center rather than big Hollywood names.

That’s where real cultural currency is earned.

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