Coca-Cola readies new international campaign
Coca-Cola is preparing to begin a new international marketing campaign called "Taste the Feeling." The campaign is part of a larger initiative to place all Coca-Cola beverages under a single brand, including Coca-Cola, Coca-Cola Light, Diet Coca-Cola, Coca-Cola Zero, and Coca-Cola Life. The effort is intended to extend the brand recognition and appeal of original Coca-Cola across all of these products.
According to the company, the new campaign will focus on "everyday moments" as a way to connect with consumers. It will roll out internationally in phases through 2016. The effort will consist of 10 television commercials incorporating new visual materials and new music, as well as print advertising, billboards, in-store materials and a digital interactive element. In Canada, the campaign will break in February.
Five of the 10 commercials will be released at the start of the campaign, with the remaining five to be releases later in the year. The lead ad, called "Anthem," depicts a series of moments linked by the consumption of Coca-Cola, including skating with friends, a first date, a first kiss and a first love. The commercials were developed by four agencies: Mercado McCann of Buenos Aires, Sra Rushmore of Madrid, Santo of Buenos Aires and Oglivy & Mather New York.
"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," said Rodolfo Echeverria, vice-president of global creative, connections and digital at Coca-Cola. "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."