PARIS — The Coca-Cola Co. has unveiled a new global marketing strategy that will unite Coca-Cola, Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life under a “One Brand” global marketing strategy.
According to the company, the “One Brand” strategy will extend the global equity and iconic appeal of original Coca-Cola, uniting the Coca-Cola family under its No. 1 beverage brand. The strategy also will celebrate the experience of drinking a Coca-Cola and will underscore the company’s commitment to choice.
The company also will launch a global campaign — “Taste the Feeling” — that will use universal storytelling and everyday moments to connect with consumers around the world.
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| Marcos de Quinto, c.m.o. of Coca-Cola |
“Every day, millions of people around the world reach for an ice cold Coca-Cola,” said Marcos de Quinto, chief marketing officer, The Coca-Cola Co. “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 recognize 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.”
Coca-Cola said the “Taste the Feeling” campaign 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-plus campaign images
• New visual identity system
• New music anthem and audio signature
• Shareable and customizable interactive digital experience.
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| Rodolfo Echeverria, v.p. of global creative, connections and digital for Coca-Cola |
“There is nothing quite like the taste of an ice-cold Coca-Cola,” said Rodolfo Echeverria, vice-president, global creative, connections and digital, The Coca-Cola Co. “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.”
At launch, 6 of the 10 television spots will be released. The lead television 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.
For more information on the campaign, visit http://www.coca-colacompany.com/tastethefeeling/.
