Coca-Cola has unveiled a new global marketing strategy that consolidates all of its products including Coca-Cola, Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero, and Coca-Cola Life, for the first time under one campaign, “Taste the Feeling”.
“Taste the Feeling” will roll out at various times across all markets globally in 2016 through a number of elements, including a new visual identity system, 10 television commercials, interactive online content and 100 campaign images to be used in print, out of home billboards, instore, and online.
The new tagline replaces “Open Happiness” that launched in 2009. The multi-phased marketing campaign will launch in Australia from January 24, 2016. In Australia, Taste The Feeling will be a fully integrated multi-million dollar campaign that will be communicated across screens, out of home, social and digital, experiential, shopper, and public relations. Activations will be across all channels including grocery, convenience, and vending.
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 in integrated campaign that brings all Coca-Cola products together and will set a new standard for our visual identity throughout the year.”
Marcos de Quinto, chief marketing officer of The Coca-Cola Company, said: “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, with or without calories, with or without caffeine.”
“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,” de Quinto said.