Shona Ghosh
Jan 20, 2016

Coca-Cola unites brands under 'Taste the Feeling' campaign

Coca-Cola has launched its biggest marketing campaign in a decade, uniting its four brands under one new tagline: 'Taste the Feeling'.

Coca-Cola unites brands under 'Taste the Feeling' campaign

The soft drinks giant will ditch the different brand personalities across Red Coke, Life, Zero and Diet/Light Coke. Instead, all four brands will be marketed as Coca-Cola variants, the first time this has happened under one global campaign. 

Coca-Cola trialled this 'one brand' strategy last year in a number of markets, including the UK.

Chief marketing officer Marcos de Quinto explained: "This strategy of generating sub-brands, rather than variants, has created distortions in the main brand.

"The different brands have sometimes contradicted the personality of Coca-Cola. Creating brands for different people with different personalities undermines completely the fundamental Coca-Cola brand promise."

In other words, marketing the new Coca-Cola Life to a sophisticated, predominantly female consumer suggests that the original Coca-Cola is no longer inclusive of that audience.

Boosting Diet Coke, Zero and Coca-Cola Life

Tellingly, de Quinto added that the sub-brand approach was "not optimal" for sales of Coca-Cola's low-sugar brands.

Coca-Cola has come under fire for its role in rising obesity and diabetes rates, with de Quinto playing up the firm's moves to produce low-sugar options during the new campaign's launch.

He said: "We are able to have, in the market, versions [of Coca-Cola] with zero sugar, something that's more difficult for other members of the [food and drinks] industry.

"But we don't feel that's enough, and that's one of the reasons we have shifted our strategy. We want to keep on accelerating."

The company has commissioned five launch ads for the global campaign, which replaces the seven year-old Coca-Cola 'Open Happiness' campaign, and a further five ads that will be introduced later. 

A spot called ‘Anthem’ will run in all markets and is built around a series of moments, such as ice-skating with friends and a first kiss, linked by a Coca-Cola. It features an original song, written for the campaign, and a new audio signature that will be used throughout the campaign.

The launch spot in the UK is ‘Brotherly Love’, which focuses on a squabbling older and younger brother before the big brother comes to the rescue with a Coke.

In addition ads will feature more than 100 static images shot by fashion photographers Guy Arch and Nacho Ricci, capturing people around the world enjoying Coca-Cola in a variety of everyday moments.

This article first appeared on Marketing UK

Source:
Campaign UK

Related Articles

Just Published

10 hours ago

Agency Report Card 2024: Mindshare

Mindshare faced significant setbacks in APAC in 2024, losing nearly a billion dollars in client business and falling out of Campaign's top 20 rankings, highlighting the need for strategic renewal.

12 hours ago

2025 Cannes Contenders: Dentsu APAC leaders place ...

From the grippingly serious to the hilariously eccentric, three Dentsu creative and product leaders across APAC give their nods to award-worthy work that may win a Cannes Lions next week.

13 hours ago

'Media isn’t a commodity. Treating it like one is a ...

Ruben Schreurs tells Campaign why litigation, platform volatility, and outdated media models are distorting decision-making—and why advertisers need to focus less on adjacency panic, and more on strategic clarity.

13 hours ago

WPP never seized control of its destiny under Mark ...

Departing CEO had some notable successes, but the company has struggled.