Coca-Cola launches new ‘one brand’ global ‘Taste the Feeling’ campaign via Mercado-McCann, Sra. Rushmore, Santo, Ogilvy & Mather New York
Coca-Cola has announced the global launch of its new ‘one brand’ marketing strategy that brings all Coca-Cola trademark brands – Coca-Cola / Diet Coca-Cola / Coca-Cola Zero / Coca-Cola Life – under one iconic Coca-Cola brand positioning while providing more informed choices for our consumers.
The ‘One Brand’ marketing strategy includes a new global campaign under the new tagline ‘Taste the Feeling’, which replaces the ‘Open Happiness’ tagline that launched in 2009. Coca-Cola has gathered global creative minds from 10 different agencies to begin the development process, and ultimately the 10 TVCs created for the campaign have been produced by the following 4: Mercado-McCann, Sra. Rushmore, Santo, and Oglivy & Mather New York.
The spots give the viewer momentary, but intimate glimpses into everyday stories, feelings and experiences that people share while enjoying an ice-cold Coca-Cola. At the close of each commercial, the family of Coca-Cola trademark products unite as one under the famous red Coca-Cola disc.
Through this new ‘one brand’ approach, Coca-Cola is sharing the equity of its most iconic brand, across all its Coca-Cola trademark brands, allowing consumers to choose the Coca-Cola that best suits their lifestyle – whether sweetened by sugar or by low/no kilojoule sweeteners – but all with great taste, that is both refreshing and uplifting.
The “One Brand” Strategy:
• Extends the global equity and iconic appeal of original Coca-Cola across the trademark, uniting the Coca-Cola family under the world’s number one beverage brand.
• Comes to life in a global campaign – “Taste the Feeling” – that uses universal storytelling and everyday moments to connect with consumers around the world.
• Features the product at the heart of the creative, celebrating the experience and simple pleasure of drinking a Coca-Cola, any Coca-Cola.
• Underscores the Company’s commitment to choice, allowing consumers to choose whichever Coca-Cola suits their taste, lifestyle and diet.
What is ‘Taste The Feeling’?
• “Taste the Feeling” is the new global marketing campaign for Coca-Cola.
• The campaign features Coca-Cola, Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life – under the iconic Coca-Cola brand positioning.
• The creative uses universal storytelling and everyday moments to connect with consumers around the world.
• “Taste the Feeling” will be brought to life in a fully integrated marketing campaign inclusive of: Film (TV/Cinema/Digital), Digital, OOH and Music.
Says Marcos de Quinto, chief marketing officer, The Coca-Cola Company: “Every day, millions of people around the world reach for an ice cold Coca-Cola. The new ‘One Brand’ approach will share the equity of Coca-Cola, across all Coca-Cola Trademark products, reinforcing our commitment to offer consumers choice with more clarity. This is a powerful investment behind all Coca-Cola products, showing how everyone can enjoy the specialness of an ice-cold Coca- Cola.
“More than ever, we recognize people want their Coca-Cola in different ways, but whichever one they want, they want a Coca-Cola brand with great taste and uplifting refreshment. Through the ‘One Brand’ strategy we will move away from multiple brand campaigns, to one single iconic brand campaign that celebrates both the product and the brand.”
Says Rodolfo Echeverria, vice president, global creative, connections and digital, The Coca-Cola Company: “There is nothing quite like the taste of an ice-cold Coca-Cola. The campaign creative was designed to celebrate the notion that the simple pleasure of drinking an ice-cold Coca-Cola makes any moment more special. The universal moments and storytelling depicted in the campaign were created to resonate with our consumers globally. The same images and television creative in Japan will also be seen in Italy, in Mexico and around the world.”
Says James Sommerville, VP global design, The Coca-Cola Company: “The “Taste the Feeling” campaign introduces a new approach to continue the brand’s long legacy of great visual storytelling. The photography features human moments that blur the boundaries between who people are and what they love to do. In all the creative, Coca-Cola plays a lead role in the scene, enhancing the color, texture and emotion of the images. Every interaction is unique and made more special through the enjoyment of a Coca-Cola, any Coca-Cola.”
4 Comments
This is how you advertise. A triumph.
Wow, so generic. So boring. So safe. So yesterday.
Someone did some research on Guinness lines a while back and discovered that the vast majority of people thought it was ‘good things come to those who wait’, which it hasn’t been for about twenty years. They’ve had about five lines since then, none of them memorable. Open happiness was a pretty great line, tooand the rationale for changing it is pathetic. Taste the feeling is just so incredibly generic, it will be like all those Guinness lines – totally forgotten. Keep walking, another great line, has also gone. Some people don’t know what they’ve got.
“Someone did some research on Guinness lines a while back and discovered that the vast majority of people thought it was ‘good things come to those who wait’, which it hasn’t been for about twenty years. They’ve had about five lines since then, none of them memorable. Open happiness was a pretty great line, too and the rationale for changing it is pathetic. Taste the feeling is just so incredibly generic, it will be like all those Guinness lines – totally forgotten. Keep walking, another great line, has also gone. Some people don’t know what they’ve got”
100% agree sir / madam.
“Taste the feeling” is utterly atrocious.
Nike = “I Can”, another bad move.
Hmmmm.
Coke = “We Can…………sugary brown water in aluminium, and then we sell it to you”
Snappy!