Journalists from around the world got a first look at Coke’s new “one brand” marketing strategy and accompanying global ad campaign today at a media event in Paris.
New creative will for the first time unite Coca-Cola Classic, Coca-Cola light / Diet Coke, Coca-Cola Zero Sugar and Coca-Cola Life under a single tagline – “Taste the Feeling” – and extend the equity of original Coca-Cola across the trademark.
“Think of this as a new business approach and an invitation to enjoy whichever Coca-Cola you prefer,” said James Quincey, president and chief operating officer, The Coca-Cola Company.
Chief Marketing Officer Marcos de Quinto called the “one brand” strategy one of the biggest fundamental shifts in Coca-Cola history.
“We are going from a strategy of having multiple Coca-Cola brands with multiple personalities to one brand with different variants,” he said. “Our previous strategy of generating sub-brands has in some cases undermined the fundamental promise that Coca-Cola is for everybody.”
“Taste the Feeling” celebrates the simple pleasure of drinking Coca-Cola, any Coca-Cola, and integrates the product benefits and brand values all variants share. The new campaign replaces “Open Happiness”, which focused more on the brand’s point of view.
“For the last few years, we have talked a lot about the brand but very little about the product,” de Quinto said. “We need more balance.”
He continued, “If we are a big brand, it’s because we have been a simple pleasure… we are bigger the simpler we are.”
Rodolfo Echeverria, VP of global connections and creative, took media through the integrated campaign, which includes TV commercials, photography, music, and an interactive digital experience. All “Taste the Feeling” communications use authentic storytelling with the product centre stage, he said.
“We are not only integrating all Coca-Colas under one brand,” Echeverria added. “We are integrating the product functional benefits and brand emotional values by focusing on the drinking of the product and the moments we share with our consumers.”
“Taste the Feeling” will roll out in countries around the world throughout 2016. Click here to read more about the campaign and see the ads.