With soda consumption reaching record lows, the industry is scrambling to turn sales around.  As more consumers recognize the harms of sugary drinks, Coca Cola is hoping to shift the conversation away from what’s on the inside of its bottles to what’s on the outside.  As Coke’s chief marketing officer put it, “Packaging is our most visible and valuable asset.”

To that end, the soda giant is putting song lyrics on cans and bottles so young people will consume more of its liquid candy.  The current bid to co-opt pop culture is the latest twist on an old gambit: Recall “I’d like to Buy the World a Coke” from 1971.