At the start of last year,
Chief Marketing Officer Marcos de Quinto, who unveiled the “one brand” approach today at a media event in Paris, said the strategy extends the equity and iconic appeal of the world’s No. 1 drinks brand to
“We are reinforcing that
“Taste the Feeling” will bring to life the idea that drinking a
The fully integrated “Taste the Feeling” campaign – which will roll out around the world throughout 2016 – uses authentic storytelling to celebrate the experience of drinking an ice-cold
“We’re going from ‘Open Happiness’ to exploring the role
An international network of agencies is developing the “Taste the Feeling” work. Four agencies – Mercado-McCann, Santo, Sra. Rushmore and Oglivy & Mather – produced an initial round of 10 TV commercials, digital, print, out-of-home and shopper materials. Six additional shops will contribute creative as the campaign evolves.
The TV ads, six of which launch today and can be seen in the YouTube playlist below, offer intimate glimpses into universal stories, feelings and everyday moments people share while enjoying
The campaign kicks off with the lead commercial, “Anthem,” which presents a series of moments linked by a
Music plays a key role in all "Taste the Feeling" communications. A song produced by Swedish artist and producer Avicii and featuring soulful singer Conrad Sewell serves as the “Taste the Feeling” campaign anthem. A first acoustic version by Sewell is being featured in various TV spots for the new campaign, including "Anthem", and the lead single with Avicii will be released soon. Avicii also will produce additional versions of “Taste the Feeling” for Coke’s UEFA EURO 2016 and Rio 2016 Olympic Games campaigns later this year.
“Taste the Feeling” includes a new audio signature inspired by the sounds of enjoying a
“Taste the Feeling” is anchored in compelling visual storytelling through more than 100 images shot by noted fashion photographers Guy Aroch and Nacho Ricci. The photos, which will be featured in print, outdoor, in-store and digital advertising, use a “Norman Rockwell Meets Instagram” visual style to capture authentic, unscripted moments in a contemporary way, Echeverria explained. Each shot combines familiar
Coca-Cola is central to each moment and, without it, there is no story. Images are cropped in a way that closes in on the
“The photography features human moments that blur the boundaries between who people are and what they love to do,” said James Sommerville, VP of global design. “In all the creative,
The images show a diverse cross-section of people from around the world enjoying “their”
“We want to bring the brand closer to the people through these images,” Echeverria adds. “We also wanted to leave them open to interpretation, so in many cases a photo might not complete the narrative.”
“Taste the Feeling” will roll out globally throughout 2016 and into 2017.
- Every Picture Tells a (Coca-Cola) Story: Behind the Lens of the ‘Taste the Feeling’ Photography
- The Sounds of ‘Taste the Feeling’: Coke Partners With Avicii for Global Campaign Anthem Featuring Conrad Sewell
Avicii’s ‘Taste the Feeling’ to Soundtrack
Coca-ColaUEFA EURO 2016 Campaign
Live From Paris:
Coca-ColaLeaders Share New Marketing Strategy and Creative With International Media
Coca-Colais your favourite?