Journalists from around the world got a first look at Coke’s new “one brand” marketing strategy and accompanying global ad campaign today at a media event in Paris.
New creative will for the first time unite
“Think of this as a new business approach and an invitation to enjoy whichever
Chief Marketing Officer Marcos de Quinto called the “one brand” strategy one of the biggest fundamental shifts in
“We are going from a strategy of having multiple
“Taste the Feeling” celebrates the simple pleasure of drinking
“For the last few years, we have talked a lot about the brand but very little about the product,” de Quinto said. “We need more balance.”
He continued, “If we are a big brand, it’s because we have been a simple pleasure… we are bigger the simpler we are.”
Rodolfo Echeverria, VP of global connections and creative, took media through the integrated campaign, which includes TV commercials, photography, music, and an interactive digital experience. All “Taste the Feeling” communications use authentic storytelling with the product centre stage, he said.
“We are not only integrating all
“Taste the Feeling” will roll out in countries around the world throughout 2016. Click here to read more about the campaign and see the ads.