Coca-Cola to become overarching brand for Coke drinks as it moves to new global strategy
Coca-Cola is set to become the catch-all marketing term for the different variants of Coke as the soft drink giant looks to leverage the popularity of its full-fat version to push its reduced sugar ranges.
The new ‘one-brand’ strategy was announced overnight by chief marketing officer Marcos de Quinto, who said the company was moving away from its tagline of seven years ‘Open Happiness’ to ‘Taste the Feeling’. This also signals a move to “universal storytelling” which starts along with six new TVCs.
“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.”
It will mean Diet Coke, Coke Life and Coke Zero will now feature in ads alongside the master brand, and all under the red Coca-Cola logo.
Locally, Coca-Cola has moved away from big brand TVCs in recent years with a series of more experiential campaigns focused on the packaging, including the hugely popular ‘Share a Coke’, and then introducing coloured cans and this summer using packaging that changes colour depending on the temperature.
The brand has used four agencies: Mercado-McCann; Santo; Sra. Rushmore, and Oglivy New York to produce an initial batch of 10 TV commercials, digital, print, out-of-home and shopper collateral.
According to the Coke release: “The campaign kicks 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.”
https://youtu.be/-AmKP9VE2Ms?list=PLCIVZWq1FAwdW2oKX3DyUkb4VFa-tOgQ1
The ‘Anthem’ was created by Swedish DJ Aviici, while each ad features different musical takes.
Meanwhile, one of the new ads features an accidental nod to David Bowie, using a cover of his duet with Queen, ‘Under Pressure’.
https://youtu.be/C3B1t9MbDJs?list=PLCIVZWq1FAwdW2oKX3DyUkb4VFa-tOgQ1
All of the ads feature a new audio signature which, according to the press release, was “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.”
https://youtu.be/_xp2T_TooF0?list=PLCIVZWq1FAwdW2oKX3DyUkb4VFa-tOgQ1
“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.”
https://youtu.be/0oYlOBun8UI?list=PLCIVZWq1FAwdW2oKX3DyUkb4VFa-tOgQ1
https://youtu.be/hlMFkdrnscM?list=PLCIVZWq1FAwdW2oKX3DyUkb4VFa-tOgQ1
https://youtu.be/ONOqyHV44KY?list=PLCIVZWq1FAwdW2oKX3DyUkb4VFa-tOgQ1
There are also a series of press and outdoor ads shot by fashion photographers Guy Aroch and Nacho Ricci which, according to the release, use a “Norman Rockwell Meets Instagram” visual style.
What does ‘taste the feeling’ mean?
I’ve read some tortured lines in my time, but this?
How do you ‘lick, or salivate upon an emotional state’?
Surely the strangest work in a while…
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The print is lovely.
The TVCs are dull mood reels.
This feels like it was an eon ago:
https://www.youtube.com/watch?v=CHiNwDhLfRs
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“All of the ads also feature a new audio signature which according to the press release was “inspired by the sounds of enjoying a Coca-Cola – the pop of the cap, the fizz…”
…the sound of the dentist’s drill?
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Love the stills but in the TVC’s it turns into a slightly dated Tommy Hilfiger shoot. And the music? Where’s the youthful energy? I’m sure i’ve heard similar sound tracks advertising cups of tea
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Really nice print. 2 things strike me (1) somehow it seems more at home in foreign countries, and (2) it’s like alcohol for kids.
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I love Coca-Cola as a brand and I think The Coca-Cola Company is a wonderful organisation. But I have to ask: What the hell does this first paragraph even mean? Talk about buzzwords and fuzzy writing!
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Could Coke be any more superglued to the 80’s?! Great idea unifying the Coke brands under one strategy, but where’s the great idea behind the creative?
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The client F$##ed up the print by making the product pop.
Yes we all know its a coke advertisement and yes we all know coke sales are falling.
But why F%$k it up???
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Coca Cola as a brand has become less relevant as time has gone on. Leaning against the product benefit of refreshment is all the brand can do in a cultural climate where the majority portfolio of products contribute to obesity at alarming levels. From a Comms perspective, relying on advertising to solve the sales problems is old school thinking in today’s landscape. Coke isn’t relevant not because it’s “uncool” and in need of advertising. It’s uncool as people care more about their health & well-being. Now that’s refreshing
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“According to the McDonald’s release.”
… ahem, a brand misquote there methinks.
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Hi details,
Thanks for flagging – I managed to mix up one mega-brand with another in my haste. You can still get Coke in Maccas though can’t you…?
Cheers,
Alex – editor, Mumbrella
Who binged on tacky 80’s Mentos ads before filming began?
And can someone shoot the lip sync guy from the second last one?
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“Taste the Feeling” or even “Feel the Taste” have nothing on “The Real Thing” or “You Can’t Beat the Feeling”. Best ever were “Have a Coke and a Smile” and “Coke Adds Life”
And everybody needs a little life.
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I think I would prefer to taste the taste. Not taste the feeling.
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“full-fat version”
haha minor slip… Coca Cola Classic doesn’t contain fat, Coca Cola Classic leads to fat.
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That soundtrack is so boring.
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That’s some highly contrived shit right there. Honestly, the worst Coke work in two decades!
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I used to look forward to seeing the first Coke ads each year as it signaled the start of summer fun, beaches, holidays. There was always a big idea, each year trying to top the year before. Sadly ‘the real thing’ has become the lost thing… Time for a re-think.
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