The company rerecord the song in more than 20 regional flavors that included duets with local musicians (the U.S. version featured David Guetta and Will I Am). The tune became embedded with the world games as people around the world found them-selves singing it. As a music industry executive explained, “Coke has used a technique we call audio watermarking. This is a popular and well-known trick that has been around for centuries and used by composers and producers to weave a sound/ motif into a piece of music…Watermarking acts like an ‘earworm,' which gets inside our brains and becomes so compulsive that we go around humming it as we walk down the street and not understanding why. We effectively become living, walking, singing commercials for Coke.