The Coca-Cola Company has launched a new ‘One Brand’ global marketing strategy that, for the first time ever, unites Coca-Cola, Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life under the iconic Coca-Cola brand positioning in one global creative campaign, ‘Taste the Feeling’.
The global campaign features the product at the heart of the creative and underscores the company’s commitment to choice, allowing consumers to choose whichever Coca-Cola suits their taste, lifestyle, and diet.
“Every day, millions of people around the world reach for an ice-cold Coca-Cola,” The Coca-Cola Company Chief Marketing Officer Marcos de Quinto said. “The new ‘One Brand’ approach will share the equity of Coca-Cola, across all Coca-Cola trademark products, reinforcing our commitment to offering 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.”
‘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 TVCs, more than 100 campaign images shot by noted fashion photographers Guy Aroch and Nacho Ricci, a new visual identity system, new music anthem and audio signature, and shareable and customisable interactive digital experience.
The creative campaign is anchored in the fundamentals of the Coca-Cola brand – the Spencerian script, the red disc and the iconic glass bottle – but with a modern take, featuring authentic and real moments with the product at centre stage.
The Coca-Cola Company Vice-President, Global Creative, Connections and Digital Rodolfo Echeverria says 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,” he said. “The same images and television creative in Japan will also be seen in Italy, in Mexico and around the world.”
At launch, five of the 10 spots will be released. The lead TV spot, ‘Anthem’, comes to life through a series of ordinary moments linked by a Coca-Cola, such as ice-skating with friends, a first date, a first kiss, and a first love. The spot will run in all markets in 2016.