Several years ago, Coca-Cola Ireland and other countries across Western Europe made a significant shift in their marketing strategy, announcing that, for the first time ever, all four colas would be marketed under one brand.
Building on this success, we rolled out this strategy globally and launched a new creative campaign and tagline, “Taste the Feeling”.
Chief Marketing Officer Marcos de Quinto, who unveiled the “one brand” approach, said the strategy extends the equity and iconic appeal of the world’s No. 1 beverage brand to Coca-Cola Light / Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life. The new approach also underscores our commitment to choice, offering consumers whichever Coca-Cola suits their taste, lifestyle and diet – with or without calories, with or without caffeine.
“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.”
“Taste the Feeling” brings to life the idea that drinking a Coca-Cola – any Coca-Cola – is a simple pleasure that makes everyday moments more special. While our award-winning “Open Happiness” campaign leaned heavily on what the brand stands for over the last seven years, “Taste the Feeling” employs universal storytelling with the product at the heart to reflect both the functional and emotional aspects of the Coca-Cola experience.
“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.”
The fully integrated “Taste the Feeling” campaign uses authentic storytelling to celebrate the experience of drinking an ice-cold Coca-Cola. Coca-Cola takes center stage in every piece of what Rodolfo Echeverria, VP of global creative, connections and digital, calls “emotional product communication".
“We've gone from ‘Open Happiness’ to exploring the role Coca-Cola plays in happiness,” he added. “We make simple, everyday moments more special.”
An international network of agencies developed the “Taste the Feeling” work. Four agencies – Mercado-McCann, Santo, Sra. Rushmore and Oglivy & Mather – produced an initial round of 10 TV commercials, digital, print, out-of-home and shopper materials.
The “Taste the Feeling” TV ads offer intimate glimpses into universal stories, feelings and everyday moments people share while enjoying Coca-Cola. At the close of each spot, the family of Coca-Cola products unite under the iconic red Coca-Cola disc. Several alternate versions of the ads were produced with locally relevant casts and culturally relevant vignettes.
The campaign kicked off with the lead commercial, “Anthem,” which presents a series of moments linked by a Coca-Cola, such as ice-skating with friends, a first date, a first kiss and a first love. Check it out here:
An original song performed by Conrad Sewell serves as the ad’s soundtrack and “Taste the Feeling” campaign anthem, continuing Coke’s legacy of using iconic music in its advertising. The track includes an audio signature inspired by the sounds of enjoying a Coca-Cola – the pop of the cap, the fizz and, ultimately, refreshment. The pneumonic replaces the five-note melody featured in the “Open Happiness” campaign.
Avicii, a longtime Coca-Cola collaborator, played a key role in the development of the “Taste the Feeling” anthem. He produced a remixed version of the song for the campaign’s interactive digital experience, GIF the Feeling, which let users personalise a GIF scene with real-time feelings and share it on social platforms.
“Taste the Feeling” is anchored in compelling visual storytelling through more than 100 images shot by noted fashion photographers Guy Aroch and Nacho Ricci. The photos, which were featured in print, outdoor, in-store and digital advertising, use a “Norman Rockwell Meets Instagram” visual style to capture authentic, unscripted moments in a contemporary way, Echeverria explained. Each shot combines familiar Coca-Cola icons, like the contour glass bottle and red disk, with elements of both intimacy and mystery.
Coca-Cola is central to each moment and, without it, there is no story. Images are cropped in a way that closes in on the Coca-Cola bottle, while still telling a personal story.
“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 images show a diverse cross-section of people from around the world enjoying “their” Coca-Cola in simple, everyday moments.
“We wanted to bring the brand closer to the people through these images,” Echeverria adds. “We also wanted to leave them open to interpretation, so in many cases a photo might not complete the narrative.”