FRANCE – For 7 years, Coca-Cola has centered its marketing strategy on the concept of happiness every time you open a bottle of Coke. But this year, the giant beverage brand is exploring the role that the iconic Coca-Cola plays in the lives of individuals, families, friends, relationships, etc.
In a media event in Paris, Chief Marketing Officer Marcos de Quinto unveiled Coca-Cola’s “one brand” approach that will unite all Coke Trademark brands–Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life–in one global creative campaign: “Taste the Feeling”.
“We are reinforcing that Coca-Cola is for everybody,” de Quinto said. “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.”
Created by four agencies–Mercad-McCann, Santo, Sra. Rushmore and Ogilvy & Mather, the first batch of TV commercials, digital, print, out-of-home and shopper materials “celebrate the experience of drinking ice-cold Coca-Cola.” According to a release by Coca-Cola, six additional shops will be contributing as the campaign evolves.
“We’re going from ‘Open Happiness’ to exploring the role Coca-Cola plays in happiness,” said Rodolfo Echeveria, VP of global creative, connections and digital of Coca-Cola. “We make simple, everyday moments more special.”
A song, entitled “Taste the Feeling” to accompany the new TV commercials was produced by Swedish artist and producer Avicii featuring Conrad Sewell. The five-note melody audio signature featured in the “Open Happiness” campaign was also replaced to feature a new one inspired by the sounds of enjoying a Coca-Cola–the pop of the cap, the fizz, and refreshment. This was created in partnership with Deviant Ventures.
A set of “Norman Rockwell Meets Instagram” photos by noted fashion photographers Guy Arch and Nacho Ricci combining familiar Coca-Cola icons will be featured in print, outdoor, in-store and digital advertising.
“The photography features human moments that blur the boundaries between who people are and what they love to do,” said James Sommerville, VP of global design. “In all the creative, Coca-Cola plays a lead role in the scene, enhancing the color, texture and emotion of the images. Every interaction is unique and made more special through the enjoyment of a Coca-Cola, any Coca-Cola.”
The fully integrated “Taste the Feeling” campaign will be rolling out globally throughout the year.
“We’ve found over time that the more we position Coca-Cola as an icon, the smaller we become,” de Quinto said. “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.”
Reference: http://www.coca-colacompany.com/tastethefeeling/
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