Coca-Cola has announced its first-ever ‘One Brand’ global marketing strategy, including all variants under the same Coca-Cola brand positioning, to be part of an integrated creative campaign called ‘Taste the Feeling’.
Details of the new approach have been disclosed in Paris by Marcos de Quinto, the company’s chief marketing officer.
“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,” said de Quinto.
The product-focused strategy comes along with ‘Taste the Feeling’, a creative campaign based on a modern take of the brand’s fundamentals, marking the company’s shift from multiple brand campaigns to one single iconic brand campaign, having both brand and product at its core.
Rolled out globally in 2016 and designed to resonate with customers all around the world, ‘Taste the Feeling’ will feature 10 TV commercials, more than 100 campaign images, a new music anthem and interactive digital experience.
‘Taste the Feeling’ is also the first new tagline in seven years, after ‘Open Happiness’ in 2009. Since its launch in 1886 with an utterly simple ‘Drink Coca-Cola’, the brand has released several effective taglines, such as ‘Always Coca-Cola’ (1993-2000) and ‘Good to the Last Drop’ (1907-1917).