Coca-Cola adopts ‘one brand’ global marketing approach with ‘Taste the Feeling’ campaign | M&M Global

Coca-Cola adopts ‘one brand’ global marketing approach with ‘Taste the Feeling’ campaign

Coca-Cola has unveiled a new “one brand” global marketing strategy, and its first new strapline in seven years, as the soft drinks giant looks to align its brand approach across international markets.

Taste The Feeling

The company is dropping its ‘Open Happiness’ campaign, launched in 2009, and introducing a new tagline ‘Taste the Feeling’.

Following trials in markets such as the UK, the brand will now advertise its range of products – Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life – under a single campaign.

A series of ads, including 10 TV creatives, will roll out globally featuring a new music soundtrack by Conrad Sewell. The ads were created by four agencies: Mercado-McCann, Sra. Rushmore, Santo, and Oglivy & Mather New York.

Furthermore, ahead of the upcoming Rio Olympic Games and UEFA Euro 2016 football tournament, Coke has also teamed up with producer-DJ Avicii to record songs for the campaigns promoting its sponsorship of the events.

The news was announced by Coca-Cola’s global chief marketing officer Marcos de Quinto at an event in Paris, who claimed it represents a “powerful investment” behind all Coca-Cola products.

“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,” said de Quinto, who took up his role in October 2014.

“More than ever, we recognise 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,” he said.

Rodolfo Echeverria, Coke’s vice president, global creative, connections and digital, added: “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.”

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