Earlier this year Coca-Cola revealed that for the first time — signaling a major shift in its marketing strategy — all Coke Trademark brands would be united in one global creative campaign: “Taste the Feeling”.
Chief Marketing Officer Marcos de Quinto, who announced the “one brand” approach at a media event in Paris, said the strategy extends the equity and iconic appeal of the world’s top beverage brand to Coca-Cola, Diet Coke and Coca-Cola Zero. It also emphasizes the company’s 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 can make everyday moments special. While Coke’s award-winning “Open Happiness” campaign relied heavily on what the brand stood for over the last seven years, “Taste the Feeling” features universal storytelling with the product at the heart to reflect both the functional and emotional aspects of the Coca-Cola experience.
The fully integrated “Taste the Feeling” campaign – which launched in Canada in February and will roll out around the world throughout 2016 and 2017 – celebrates the everyday magic of drinking an ice-cold Coca-Cola. Coca-Cola is at the centre of every piece in what Rodolfo Echeverria, VP of Global Creative and Content, calls “emotional product communication.”
“We’re going 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 is developing 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. Six additional shops will contribute creative as the campaign evolves.
The campaign kicked off with the lead commercial “Anthem” which presented a series of special moments linked by a Coca-Cola, such as snowboarding with friends, a first date, a first kiss and a first love.
Music is an integral thread, tying together all "Taste the Feeling" communications. A song produced by world-renowned artist and producer Avicii and featuring soulful singer Conrad Sewell serves as the “Taste the Feeling” campaign anthem. An acoustic version by Sewell was featured in various TV spots for the new campaign initially, including "Anthem", and the lead single with Avicii followed in March. Avicii also will produce additional versions of “Taste the Feeling” for Coke’s UEFA EURO 2016 and Rio 2016 Olympic Games campaigns this year.
“Taste the Feeling” includes a new audio signature inspired by the sounds of enjoying a Coca-Cola – the pop of the cap, the fizz and, ultimately, refreshment. The mnemonic, created in partnership with Deviant Ventures, replaces the five-note melody featured in the “Open Happiness” campaign.
“Taste the Feeling” is anchored in compelling visual storytelling through more than 150 images shot by noted fashion photographers Guy Aroch, Anna Palma and Nacho Ricci. The photos, which are 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 woven into each moment; without it, there is no story. Images are cropped in a way that keeps focus 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 colour, 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.