Coca-Cola Revamps Global Ad Strategy To Focus On ‘Taste The Feeling’

Coca-Cola Revamps Global Ad Strategy To Focus On ‘Taste The Feeling’
SHARE
THIS



Coca-Cola’s chief marketing officer, Marcos de Quinto, has rolled out a new ‘One Brand’ global marketing strategy which will scrap the tagline ‘Open Happiness’ and replaced it with a new brand motto of ‘Taste The Feeling’.

The revamped marketing ‘One Brand’ strategy focuses on ‘taste’ rather than a the more emotion-based tagline of ‘happiness’. de Quinto said “In some ways we had been hiding the product and we need a little more balance.

“When you are the leader of a category if you abdicate talking about your product benefits then you let other categories eat your part of the pie. Iced tea, flavoured waters will start capturing volume from your category.

“Basically what we are doing is re Coca-Colizing Coca-Cola. Coca-Cola is something simple, if we are a big brand it’ s because we have been a simple pleasure. The moment we become an icon we will become smaller, we are bigger the simpler we are.

“We are going to enforce commitment to help to control sugar over consumption by removing brand barriers to low/ zero calorie and to strengthen the brand by explaining its global equity and iconic appeal across the trademark.”

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.

“Taste the Feeling,” will roll out at various times across all markets globally in 2016 and will come to life through a number of elements, including:

  • 10 Television Commercials
  • 100+ Campaign Images
  • New Visual Identity System
  • New Music Anthem and Audio Signature
  • Shareable and Customizable Interactive Digital Experience

Coca-Cola gathered global creative minds from 10 different agencies to begin the development process, and ultimately the 10 Television Commercials created for the campaign were produced by the following four: Mercado-McCann, Sra. Rushmore, Santo, and Oglivy & Mather New York. Check out some here:

Rodolfo Echeverria, vice president, global creative, connections and digital, The Coca-Cola Company 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.”

Lisa Winn, marketing director Coca-Cola South Pacific, said: “The launch of ‘One Brand’ strategy and ‘Taste the Feeling’ marketing campaign marks an exciting time for the Coca-Cola brand. Consumers connect with our advertising and over the last 130 years we are a brand that has delivered some of the most memorable tag lines in advertising history. Today we embark on a new chapter, celebrating the notion that the simple pleasure of drinking a Coca-Cola, any Coca-Cola, makes the moment more special. We are doing this with an integrated campaign that brings all Coca-Cola products together and will set a new standard for our visual identity throughout the year”

Please login with linkedin to comment

Sirens

Latest News

Instagram Launches Long-Form Video; Directly Competing With Parent YouTube
  • Technology

Instagram Launches Long-Form Video; Directly Competing With Parent YouTube

Instagram is launching long-form video, likely to pique the interest of advertisers who are currently limited to minute-long spots on the platform. The launch was announced by Instagram CEO and co-founder Kevin Systrom during an event in San Francisco. Called ‘IGTV’, Instagram debuted the ‘new app’ for ” watching long-form, vertical video from your favorite Instagram creators, like LaurDIY posting her […]

Ridley Scott Unveils New Directors Showcase At Cannes
  • Media

Ridley Scott Unveils New Directors Showcase At Cannes

Curated this year by Ridley Scott, famed director of Alien, The Martian and other classics, The New Directors Showcase at Cannes is now in its 28th year. Acting as a platform for talented new directors to have their work premiered to a global audience, Scott took to the stage in front of a full house […]

by B&T Magazine

B&T Magazine
ANZ, PHD & JCDecaux Harness The Power Of Data
  • Advertising
  • Campaigns

ANZ, PHD & JCDecaux Harness The Power Of Data

ANZ and media agency PHD have partnered with JCDecaux to launch a unique campaign that harnesses the power of data across three cities incorporating actual tram, train and bus timetable information to align with the new ANZ App.

Report: Consumers Are Hitting Play On Mobile Video
  • Technology

Report: Consumers Are Hitting Play On Mobile Video

Ooyala survey finds media companies created and processed nearly three times as much video content in Q1 as Media Companies Created & Processed Nearly Three Times As Much Video Content in Q1 2018 vs. Q1 2017.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]