Coca-Cola Unveils One Brand via #TasteTheFeeling

The global creative campaign is set to roll out across the brand’s international markets in 2016 using a fully integrated approach

Realising a ‘one brand’ aim, Coca-Cola has unveiled a worldwide marketing strategy uniting each Coke variant under a single platform for the first time. Supported by a global creative campaign themed Taste the Feeling, the push covers Coca-Cola proper as well as its Light, Zero, and Life counterparts.

Positioning the beverage as a maker of special moments, the move extends the equity and appeal of the original offering across the trademark. Meanwhile, the advertising exercise surrounding the realignment infuses universal storytelling to connect with consumers around the globe.

“We recognise people want their Coca-Cola in different ways. Regardless, they want an uplifting refreshment with great taste. With the new strategy, we will move away from multiple brand campaigns to one single measure celebrating both product and brand,” said Marcos de Quinto, CMO at The Coca-Cola Company.

The overall consolidation effort underscores the marque’s commitment to choice, allowing drinkers to customise individual encounters to match personal taste, lifestyle, and diet preference. The advertising exercise is set to roll out across all international markets in 2016 using a fully integrated approach.

The push uses universal storytelling and everyday moments to connect with consumers worldwide.
The push uses universal storytelling and everyday moments to connect with consumers worldwide.

Taste the Feeling will entail multiple elements including 10 television commercials, more than 100 campaign images, a new visual identity system, musical anthem, and audio signature as well as a customisable interactive digital experience with ample shareable value.

Capturing the brand’s fundamentals, the spotlight remains on the fusion of its Spencerian script, red disc, and iconic glass bottle to present a modern take featuring authentic moments and a centre-staged product. The company gathered creative minds numerous agencies to offset the production stage.

The spots developed were ultimately produced by Mercado-McCann, Sra. Rushmore, Santo, and Ogilvy & Mather. Each offers intimate glimpses into stories and emotions people share around an ice-cold Coca-Cola. At the close of every clip, the family of Coca-Cola trademark products unite as one under the famous red Coca-Cola disc.

'Taste the Feeling' celebrates the experience and simple pleasure of drinking any Coca-Cola.
‘Taste the Feeling’ celebrates the experience and simple pleasure of drinking any Coca-Cola.

During launch, six of the 10 spots will be released. The lead television spot by Mercado-McCann, Anthem, comes to life through a series of ordinary moments linked by a Coca-Cola, such as ice-skating with friends, a first date, kiss, and a first love. The spot runs worldwide beginning this year.

The TVC’s soundtrack is an original song titled Taste the Feeling created for the campaign . In select markets, it features the voice of newcomer Conrad Sewell. The London-born Australian singer featured in the breakout single dubbed Firestone, which produced 300 million Spotify streams and over three million in worldwide sales.

A second spot themed Break Up follows the journey of a young couple’s romance from first date to explosive split to reconciliation over a chilled Coke. It includes also a new track by artiste, Alexander Cardinale, called Made for You. Another spot titled Brotherly Love presents a tale of love and conflict. Both are by Santo.

Coca-Cola's 'One Brand' strategy will debut in all markets using a global creative campaign.
Coca-Cola’s ‘One Brand’ strategy will debut in all markets using a global creative campaign.

The remaining seven commercials slated for roll-out later in 2016 include Under Pressure (Ogilvy & Mather); Supermarket, Professor, What is A Coca-Cola For? (Sra. Rushmore); Arctic Summer (The Cyranos-McCann); as well as Empty Bottle, and Real Enjoyment (Mercado-McCann).