Roll With It: Coca-Cola Adds Life & A Pop-Up Roller Ring To Lollapalooza

Coca-Cola has had many slogans over the years including, perhaps most famously “I’d Like to Buy the World a Coke.”

Last year the company not only brought plenty of ice-cold soda to Chicago’s Lollapalooza but a mini roller rink complete with a live DJ (and roller skates for fans to lace up).

The Coke Studio Roller Ring will return to the festival for the 2025 edition, which takes place at the Windy City’s Grant Park July 31 to Aug. 3 with a lineup featuring Sabrina Carpenter, A$AP Rocky, Rüfüs Du Sol, Twice, Olive Rodrigo, Korn, Luke Combs and Tyler, The Creator, among others.

After taking a few laps around the ring, fans can cool off with a Coke at the nearby Coca-Cola Chill Lounge, featuring shade, comfy seating and phone charging stations. Plus, a roaming photographer will be on hand to help document the fun.

“Coca-Cola is one of our marquee partners at Lollapalooza and the Roller Ring was the centerpiece of their activations in Grant Park,” Sam Elkin, Director of Brand Partnerships at C3 Presents, told Pollstar.

“Lollapalooza was the only place that was activated last summer and because it was such a beautiful and unique experience, we placed it adjacent to Buckingham Fountain, right in the heart of the festival. It became one of the most recognizable, buzzy and photographed activations all weekend, while also being able to flex from a roller-skating rink to a pop-up performance, boiler-room style, featuring Noizu.”

The activation is produced by Live Nation with Coca-Cola Trademark brand team & Coca-Cola Entertainment, Partnerships, Influencers, Culture & Sports team. That includes lead marketers Sue Lynne Cha, VP Coca-Cola Trademark (North America) & Eric Kacker, VP of Entertainment, Partnerships, Influencers, Culture & Sports (North America).

Research from last year’s Lollapalooza-Coca-Cola partnership found that fans who attended the 2024 Coca-Cola Roller Ring experience were 67 percent more likely to say they love the brand and three in four fans were more likely to purchase Coca-Cola in the future. Finally, 85 percent of fans who saw Coca-Cola’s influencer-led festival content at Lollapalooza last year said they are more interested in the brand.