PARIS -- Coca-Cola Co. has launched its first-ever global marketing plan, bringing promotion of all drinks under its namesake brands into a single, "one-brand" marketing strategy.
At an event in Paris, the company’s chief marketing officer, Marcos de Quinto, revealed the new One Brand global marketing strategy that, for the first time ever, unites Coca-Cola, Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life under the iconic Coca-Cola brand positioning in one global creative campaign, “Taste the Feeling.”
The One Brand strategy:
- Extends the global equity and iconic appeal of original Coca-Cola across the trademark, uniting the Coca-Cola family under the world’s No. 1 beverage brand.
- Comes to life in a global campaign--Taste the Feeling--that uses universal storytelling and everyday moments to connect with consumers around the world.
- Features the product at the heart of the creative, celebrating the experience and simple pleasure of drinking a Coca-Cola, any Coca-Cola.
- Underscores the company’s commitment to choice, allowing consumers to choose whichever Coca-Cola suits their taste, lifestyle and diet.
“Every day, millions of people around the world reach for an ice cold Coca-Cola,” said de Quinto. “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. This is a powerful investment behind all Coca-Cola products, showing how everyone can enjoy the specialness of an ice-cold Coca-Cola, with or without calories, with or without caffeine.
"More than ever, we recognize people want their Coca-Cola in different ways. ... Through the One Brand strategy, we will move away from multiple brand campaigns, to one single iconic brand campaign that celebrates both the product and the brand."
Taste the Feeling will roll out at various times across all markets globally in 2016 and will come to life through a number of elements, including:
- 10 television commercials
- 100+ campaign images
- A new visual identity system
- A new music anthem and audio signature
- A shareable and customizable interactive digital experience
The creative campaign is anchored in the fundamentals of the Coca-Cola brand--the Spencerian script, the red disc and the iconic glass bottle--but with a modern take, featuring authentic and real moments with the product at center stage.
Coca-Cola gathered global creative minds from 10 different agencies to begin the development process. Te 10 television commercials give the viewer momentary, but intimate glimpses into everyday stories, feelings and experiences that people share while enjoying an ice-cold Coca-Cola. At the close of each commercial, the family of Coca-Cola trademark products unite as one under the famous red Coca-Cola disc.
“The campaign creative was designed to celebrate the notion that the simple pleasure of drinking an ice-cold Coca-Cola makes any moment more special," said Rodolfo Echeverria, vice president, Global Creative, Connections & Digital, the Coca-Cola Co., Atlanta. "The universal moments and storytelling depicted in the campaign were created to resonate with our consumers globally. The same images and television creative in Japan will also be seen in Italy, in Mexico and around the world."
At launch, 5 of the 10 spots will be released. The lead television spot, “Anthem,” (Mercado-McCann) comes to life through a series of ordinary moments linked by a Coca-Cola, such as ice-skating with friends, a first date, a first kiss and a first love. The spot will run in all markets in 2016.
The new campaign features more than 100 campaign images shot by noted fashion photographers Guy Aroch and Nacho Ricci capturing people from around the world enjoying Coca-Cola in a variety of everyday moments. The new campaign imagery will be used in print advertising, out of home billboards, in-store, as well as digital media.
The shareable and customizable interactive digital experience is made up of different GIF scenes that reflect feelings associated with drinking Coca-Cola set to the new “Taste the Feeling” anthem. The experience allows users to pull a GIF scene directly from the microsite, personalize the scene with real-time feelings, and share it on social platforms with #TasteTheFeeling.
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