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.”
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’.
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.”
“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.”
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.