Coca-Cola Launches ‘One Brand’ Global Strategy
Marking a significant shift in its marketing strategy, Coca-Cola has announced that for the first time, all Coke Trademark brands will be united in one global creative campaign with the new tagline ‘Taste the Feeling’.
According to Chief Marketing Officer Marcos de Quinto, the ‘one brand’ approach extends the equity and iconic appeal of the world’s No. 1 beverage brand to Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life. It also underscores the company’s commitment to choice, offering consumers whichever Coca-Cola suits their taste, lifestyle and diet – with or without calories, with or without caffeine.
“We are reinforcing that Coca-Cola is for everybody,” Marcos de Quinto says. “Coca-Cola is one brand with different variants, all of which share the same values and visual iconography. People want their Coca-Cola in different ways, but whichever one they want, they want a Coca-Cola brand with great taste and refreshment.”
‘Taste the Feeling’ is designed to bring to life the idea that drinking a Coca-Cola – any Coca-Cola – is a simple pleasure that makes everyday moments more special. While Coke’s award-winning ‘Open Happiness’ campaign leaned heavily on what the brand stands for over the last seven years, ‘Taste the Feeling’ will feature universal storytelling with the product at the heart to reflect both the functional and emotional aspects of the Coca-Cola experience.
“We’ve found over time that the more we position Coca-Cola as an icon, the smaller we become,” Marcos de Quinto explains. “The bigness of Coca-Cola resides in the fact that it’s a simple pleasure – so the humbler we are, the bigger we are. We want to help remind people why they love the product as much as they love the brand.”
The fully integrated ‘Taste the Feeling’ campaign – which will roll out around the world throughout 2016 – celebrates the experience of drinking an ice-cold Coca-Cola. Coca-Cola takes center stage in every piece of what Rodolfo Echeverria, VP of global creative, connections and digital, calls “emotional product communication.”
