The Coca-Cola Company’s chief marketing officer has revealed a new One Brand global marketing strategy that, for the first time ever, unites Coca-Cola’s four key variants under the Coca-Cola brand positioning in one global creative campaign.
Marcos de Quinto unveiled the Taste the Feeling campaign at a special event in Paris, and said that it will roll out at various times this year across all of Coca-Cola’s global markets.
The company said that the marketing push would come to life through ten television commercials, over 100 campaign images, a new visual identity system, new music anthem and audio signature, as well as a shareable and customisable interactive digital experience.
Coca-Cola said that the new creative features the product at its heart and underscores the company’s commitment to choice, allowing consumers to choose whichever Coca-Cola variant suits their taste, lifestyle and diet.
The move has been announced less than a year after Coca-Cola introduced a single brand approach to its product range throughout western Europe, culminating in the first advertisement to bring Coca-Cola, Coca-Cola Life, Coca-Cola Zero and Diet Coke together in the same place.
Coca-Cola has produced a new “anthem” featuring Conrad Sewell.
De Quinto said: “Every day, millions of people around the world reach for an ice cold Coca-Cola. 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 recognise people want their Coca-Cola in different ways, but whichever one they want, they want a Coca-Cola brand with great taste and uplifting refreshment. 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.”
Rodolfo Echeverri, vice president, global creative, connections and digital for Coca-Cola, said: “There is nothing quite like the taste of an ice-cold Coca-Cola. 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. 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.”
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