Marking a significant shift in its marketing strategy,
Chief Marketing Officer Marcos de Quinto, who unveiled the “one brand” approach at a media event in Paris, said the strategy extends the equity and iconic appeal of the world’s No. 1 beverage brand to
“We are reinforcing that
“Taste the Feeling” will bring to life the idea that drinking a
“We’ve found over time that the more we position
The fully integrated “Taste the Feeling” campaign – which will roll out around the world throughout 2016 – celebrates the experience of drinking an ice-cold
“We’re going from ‘Open Happiness’ to exploring the role
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 TV ads, six of which launch today and can be seen in the YouTube playlist above, offer intimate glimpses into stories, feelings and moments people share while enjoying
The campaign kicks off with the lead commercial, “Anthem,” which presents a series of moments linked by a
Music plays a key role in all "Taste the Feeling" communications. A song produced by Swedish artist and producer Avicii and featuring soulful singer Conrad Sewell serves as the “Taste the Feeling” campaign anthem. A first acoustic version by Sewell is being featured in various TV spots for the new campaign, including "Anthem", and the lead single with Avicii will be released soon. Avicii also will produce additional versions of “Taste the Feeling” for Coke’s UEFA EURO 2016 and Rio 2016 Olympic Games campaigns later 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 100 images shot by noted fashion photographers Guy Aroch and Nacho Ricci. The photos, which will be 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 is central to each moment; without it, there is no story. Images are cropped in a way that closes in on the
“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,
The images show a diverse cross-section of people from around the world enjoying “their”
“We want to bring the brand closer to the people through these images,” Echeverria adds. “We also wanted to leave them open to interpretation, so in many cases a photo might not complete the narrative.”