Drinking a Coca-Cola, any Coca-Cola, makes the moment special. The Coca-Cola Company revealed a new ‘One Brand’ global marketing strategy that, for the first time ever, unites Coca-Cola, Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life under the iconic Coca-Cola brand positioning in one global creative campaign, “Taste the Feeling.”
“Every day, millions of people around the world reach for an ice cold Coca-Cola,” said Brian Galea, General Manager of The General Soft Drinks Co. Ltd, manufacturers of Coca-Coca in Malta, and GSD Marketing Ltd, local distributors of The Coca-Cola Company. During the launch of the campaign, unveiled also in Malta with the rest of the world, Mr Galea said: “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.”
Chief Operating Officer Maria Micallef added: “More than ever, we recognize people want their Coca-Cola in different ways, but whichever one they want, they want a Coca-Cola brand with great taste and uplifting refreshment. Through the‘One Brand’ strategy we will move away from multiple brand campaigns, to one single iconic brand campaign that celebrates both the product and the brand.”
“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 put together by the creative minds of 10 different international agencies to include TV commercials, 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.
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 2016TM and the Rio 2016 Olympic GamesTM campaigns.