Packaging manufacturer Ardagh Group has contributed to ‘an important part’ of Coca-Cola Europe’s Taste the Feeling marketing campaign with the creation of 25cl shaped aluminium bottles.
Launching throughout Europe, the eye-catching designs use the high-definition and high-resolution printing expertise of Ardagh’s specialist plant in Beaurepaire, France to create a hundred different images with emotional connections.
Each one is a full-scale, high-definition photographic image printed across the entire surface of the bottle for maximum effect. The images are linked to the Taste the Feeling theme, which brings to life the idea that drinking any Coca-Cola beverage is a simple pleasure that makes everyday moments more special. Using examples such as ice-skating with friends, a first date, love or kiss, they feature universal storytelling with the product at the heart to reflect both the functional and emotional aspects of the Coca-Cola experience.
Taste the Feeling marks a significant shift in Coca Cola Europe’s marketing strategy, where, for the first time, all its trademark brands will be united in one global creative campaign. FoodBev first reported on the strategy back in January.
Last week, the soft drinks giant built on the campaign by debuting a new Christmas advert, which seeks to reinforce Coca-Cola’s rich Christmas heritage and its synonymy with the festive season.
Speaking about the single-brand approach at the start of the year, Coca-Cola chief marketing officer Marcos de Quinto said: “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.”
And Marc Bettinger, sales director aluminium packaging for Ardagh Group’s metal division, added: “This is one of the most pleasing of the many recent projects that we have worked on with Coca-Cola Europe. It is a perfect example of the impact that high-definition print on a metal surface makes to the bottle, and we are delighted once again to be playing our part in such an important progression of this iconic brand.”
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