The ‘One Brand’ Strategy:

  • Extends the global equity and iconic appeal of original Coca-Cola across the Trademark, uniting the Coca-Cola family under the world’s number one beverage brand; 
  • Comes to life in a global campaign - “Taste the Feeling” – that uses universal storytelling and everyday moments to connect with consumers around the world; 
  • Features the product at the heart of the creative, celebrating the experience and simple pleasure of drinking a Coca-Cola, any Coca-Cola; and
  • Underscores the Company’s commitment to choice, allowing consumers to choose whichever Coca-Cola suits their taste, lifestyle, and diet.

“Every day, millions of people around the world reach for an ice cold Coca-Cola,” said Marcos de Quinto, chief marketing officer, The Coca-Cola Company.  “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.”
 
'Taste the Feeling,' will roll out at various times across all markets globally in 2016 and will come to life through a number of elements, including:

  • 10 television commercials;
  • 100-plus campaign images;  
  • New visual identity system;
  • New music anthem and audio signature; and
  • Shareable and customizable interactive digital experience.

The creative campaign is anchored in the fundamentals of the Coca-Cola brand – the Spencerian script, the red disc and the iconic glass bottle – but with a modern take, featuring authentic and real moments with the product at center stage. 

Coca-Cola gathered global creative minds from 10 different agencies to begin the development process, and ultimately the 10 television commercials created for the campaign were produced by the following four: Mercado-McCann, Sra. Rushmore, Santo, and Oglivy & Mather New York. The spots give the viewer momentary, but intimate glimpses into everyday stories, feelings and experiences that people share while enjoying an ice-cold Coca-Cola. At the close of each commercial, the family of Coca-Cola trademark products unite as one under the red Coca-Cola disc.

“There is nothing quite like the taste of an ice-cold Coca-Cola,” said Rodolfo Echeverria, vice president, global creative, connections & digital, The Coca-Cola Company. “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.”
 
At launch, five of the 10 spots will be released. The lead television spot, Anthem, (Mercado-McCann) comes to life through a series of ordinary moments linked by a Coca-Cola, such as ice-skating with friends, a first date, a first kiss, and a first love. The spot will run in all markets in 2016.  

The soundtrack to Anthem is an original song created for the campaign and titled Taste the Feeling. Coca-Cola worked with Music Dealers to write and produce the song. In select markets, the song features the voice of newcomer Conrad Sewell. Sewell, a London-born, Australia-raised singer was featured in the breakout single Firestone, which produced 300 million Spotify streams and three million-plus worldwide sales. The anthem includes a new audio signature, inspired by the sounds of the experience of enjoying a Coca-Cola – the pop of the cap, the fizz, and ultimately the sounds of enjoyment.  The new audio signature will be used throughout the campaign.

Following a partnership that started in 2014, Coca-Cola has also tapped Avicii to produce a remixed version of the Taste the Feeling campaign anthem featuring Conrad Sewell, and he will produce versions of the anthem for the UEFA EURO 2016 and the Rio 2016 Olympic Games campaigns. 

The new campaign features 100-plus campaign images shot by fashion photographers Guy Aroch and Nacho Ricci capturing people from around the world enjoying ice- cold Coca-Cola in a variety of everyday moments. The new campaign imagery will be used in print advertising, out of home billboards, in-store as well as digital media.

The shareable and customizable interactive digital experience is made up of different GIF scenes that reflect feelings associated with drinking Coca-Cola set to the Taste the Feeling anthem.  The experience allows users to pull a GIF scene directly from the microsite, personalize the scene with real-time feelings, and share it on social platforms with #TasteTheFeeling.

For more information, visit www.coca-colacompany.com. Alternatively, connect with them on Facebook, Twitter or on Instagram.