Coca-Cola Co. is heading into a London recording studio with Maroon 5 tonight to get teenagers to help the band compose a song during a 24-hour session by using Twitter.

The endeavour is part of the Coca-Cola Music campaign to help the soft-drink maker reach its 2020 target of 3 billion 8-ounce servings a day, from 1.7 billion now. It includes joining forces with Vivendi SA’s Universal Music Group for recording sessions and running a TV commercial with music by U.K. band One Night Only to convince teens to consume more Coca-Cola products.

The campaign is also lending a hand to a struggling music industry, where sales of physical and digital music continue to decline and piracy shows no signs of abating. The Coca-Cola brand has long been associated with jingles, such as “I’d Like to Teach the World to Sing” and last year’s “Wavin’ Flag.”

“The music industry is in a state of change,” said Shay Drohan, senior vice president for sparkling beverages for the Atlanta-based company. “We find the music industry really open to big experimentation.”

Artists are increasingly keen to sign deals and sponsorships with brands as record companies have slashed marketing budgets. Companies based in North America may have spent $1.09 billion last year to sponsor music venues, festivals and tours, a 4.2 percent increase, the IEG Sponsorship Report forecast in April 2010.

‘Can You Feel It’

One Night Only, another Universal Music act, has written the song “Can You Feel It,” which features in a new Coke commercial. Fans will be able to upload their image into a commercial in an accompanying video on Coke websites worldwide. This year, British singer and Universal Music artist Taio Cruz will also host a recording session.

“Coke and music have always had a connection,” said Joe Belliotti, director of global entertainment marketing for Coke. “From James Brown to Aretha Franklin to ”I’d Like to Teach the World to Sing,“ there has always been a relationship.”

Coke estimates that by 2020, 50 percent of the world’s teenagers will live in six countries: India, China, the U.S., Indonesia, Pakistan and Nigeria. Last year, 14 percent of the global population was aged 12 to 19 years old.

Maroon 5 will benefit from the deal through exposure to new fans and new markets, Shay said. The Grammy-award winning band was formed in Los Angeles, and its hits include “This Love” and “Won’t Go Home Without You.”

Coca-Cola has 23.7 million fans on Facebook. Communication during the 24-hour Maroon 5 event will take place through Coke’s cocacola Twitter account.