It’s Coca‑Cola’s first new marketing campaign in seven years and underpinned by a strategic shift in how we talk about the Coca‑Cola brand.
Coca‑Cola’s new ‘One Brand’ global market strategy launched in Paris in January 2016. It’s a new approach that reinforces that there is a Coke for everyone, uniting our trademark brands – Coca‑Cola, Coca‑Cola Light/Diet Coca‑Cola, Coca‑Cola Zero and Coca‑Cola Life – under a powerful new One Brand global marketing strategy for the first time.
This signals a strong investment in the promotion of all Coca‑Cola products, moving away from multiple brand campaigns to one single iconic brand campaign that celebrates both the product and the brand.
Taste the Feeling, a new global creative campaign, underlines the strategy, using universal storytelling and everyday moments to connect with consumers around the world.
Putting the Coca‑Cola experience at the heart of the story
More than ever, we recognise people want their Coca‑Cola in different ways. And whatever their choice, they want a Coca‑Cola brand with a great and refreshing taste.
The new global marketing campaign, Taste the Feeling, puts the product at the heart of the story. It celebrates the idea that the experience and simple pleasure of drinking an ice-cold Coca‑Cola, any Coca‑Cola, makes a moment more special.
The Taste the Feeling campaign rolls out across all markets during 2016, and includes:
- 10 television commercials
- 100+ campaign images
- New visual identity system
- New musicand audio signature
- A shareable and customisable interactive digital experience
- A hashtag, #TasteTheFeeling