Coca-Cola Company Unites All Brands Under "Taste the Feeling" Campaign

The Coca-Cola Company has revealed a new ‘One Brand’ global marketing strategy that, for the first time, 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 ‘One Brand’ Strategy aims to extend the global equity and iconic appeal of original Coca-Cola across the trademark, uniting the Coca-Cola family under the world’s number one beverage brand. It will come to life in a global campaign, “Taste the Feeling,”  that uses universal storytelling and everyday moments to connect with consumers around the world. The strategy also underscores the Company’s commitment to choice, allowing consumers to choose whichever Coca-Cola suits their taste, lifestyle and diet, say company officials.

“Every day, millions of people around the world reach for an ice cold Coca-Cola,” says Marcos de Quinto, chief marketing officer at The Coca-Cola Company. “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," de Qunito adds. "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.”

“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 television commercials, 100-plus campaign images, a new visual identity system, a new music anthem and audio signature, and a shareable and customizable 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 center stage, officials add.

The 10 television commercials created for the campaign were produced by the following 4: Mercado-McCann, Sra. Rushmore, Santo, and Oglivy & Mather New York. The spots give the viewer momentary, but intimate glimpses into everyday stories, feelings and experiences that people share while enjoying an ice-cold Coca-Cola. At the close of each commercial, the family of Coca-Cola trademark products unite as one under the famous red Coca-Cola disc.

At launch, six of the 10 spots will be released. The lead television spot, “Anthem,” (Mercado-McCann) 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.

The soundtrack to “Anthem” is an original song created for the campaign and titled “Taste the Feeling.” Coca-Cola worked with Music Dealers to source the song. In select markets, the song features the voice of newcomer Conrad Sewell. Sewell, a London-born, Australia-raised singer was featured in the breakout single “Firestone,” which produced 300 million Spotify streams and 3 million-plus worldwide sales. The anthem includes a new audio signature, inspired by the sounds of the experience of enjoying a Coca-Cola—the pop of the cap and the fizz. The new audio signature will be used throughout the campaign.

Following a partnership that started in 2014, Coca-Cola has also tapped Avicii to produce a version of the “Taste the Feeling” campaign anthem featuring Conrad Sewell, and he will produce versions of the anthem for the UEFA EURO 2016TM and the Rio 2016 Olympic GamesTM campaigns.

The new campaign features 100-plus campaign Images shot by noted fashion photographers Guy Aroch and Nacho Ricci capturing people from around the world enjoying ice-cold Coca-Cola in a variety of everyday moments. The new campaign imagery will be used in print advertising, out of home billboards, in-store as well as digital media.

The shareable and customizable interactive digital experience is made up of different GIF scenes that reflect feelings associated with drinking Coca-Cola set to the “Taste the Feeling” anthem. The experience allows users to pull a GIF scene directly from the microsite, personalize the scene with real-time feelings, and share it on social platforms with #TasteTheFeeling.