Coca-Cola unites all of its global campaign under one brand strategy – “Taste the Feeling”
Marking a significant shift in its marketing strategy, Coca-Cola, the iconic soft drink brand announced today that for the first time, all Coke trademarked brands will be united in one global creative campaign: “Taste the Feeling.”
The Chief Marketing Officer, Marcos de Quinto, unveiled the “One brand” approach at a media event in Paris. He said the strategy extends the equity and iconic appeal of the world’s No. 1 beverage brand to all Coca-Cola variants like Coca-Cola light, Diet Coca-Cola, Coca-Cola Zero, etc. He added that it underscores the company’s commitment to choice, offering consumers which ever Coca-Cola suits their taste, lifestyle and diet- with or without calories, with or without caffeine.
“We are reinforcing that Coca-Cola is for everybody,” de Quinto said.
“Coca-Cola is one brand with different variants, all of which share the same values and visual iconography. People want their Coca-Cola in different ways but whichever one they want, they want a Coca-Cola brand with great taste and refreshment.”
“Taste the Feeling” will bring to life the idea that drinking a Coca-Cola – any Coca-Cola – is a simple pleasure that makes everyday moments more special. While Coke’s award-winning “Open Happiness” campaign leaned heavily on what the brand stands for over the last seven years, “Taste the Feeling” will feature universal storytelling with the product at the heart to reflect both the functional and emotional aspects of the Coca-Cola experience.
The “Taste the Feeling” campaign will roll out around the world throughout 2016 –and will celebrate the experience of drinking an ice cold Coca-Cola.
“We’re going from ‘Open Happiness’ to experiencing the role Coca-Cola plays in happiness,” he said. “We make simple, everyday moments more special.”