Coca-Cola chief marketing officer Marcos de Quinto has revealed a new ‘One Brand’ global marketing strategy that, for the first time ever, unites Coca-Cola, Coca-Cola Light, Coca-Cola Zero and Coca-Cola Life under one the iconic Coca-Cola brand positioning.
The shift, unveiled globally out of Paris, was first trialed in the UK in 2015, but is now being rolled out across the globe and will come into effect this year.
The ‘One Brand’ strategy comes with the launch of a huge global campaign, Taste the Feeling, that launches with 10 TV commercials and 100-plus campaign images, new visual identity systems and a new music anthem and audio signature.
In short, Marcos de Quinto, appointed CMO in late 2014, is looking to radically reshape how the brand markets its products to consumers.
“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, with or without caffeine,” he 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.
“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.
Coca-Cola gathered global creative minds from 10 different agencies to begin the development process, and ultimately the 10 television commercials created for the campaign were produced by Mercado-McCann, Sra. Rushmore, Santo and Oglivy & Mather New York.
At launch, five of the 10 spots will be released. The lead television spot, “Anthem” (Mercado-McCann), comes to life through a series of ordinary moments linked by a Coca-Cola, such as ice-skating with friends, a first date, a first kiss, and a first love. The spot will run in all markets in 2016.
“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, Global Creative, Connections & Digital, The Coca-Cola Company.
“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.”
The soundtrack to “Anthem” is an original song created for the campaign and titled “Taste the Feeling.”
Coca-Cola worked with Music Dealers to write and produce the song. In select markets, the song features the voice of newcomer Conrad Sewell. Sewell, a London-born, Australia-raised singer was featured in the breakout single “Firestone,” which produced 300 million Spotify streams and 3 million-plus worldwide sales.
“Under Pressure,” (Ogilvy & Mather) tells the story of every day “pressures” that we all face. The spot highlights the importance of taking time to pause, release tension, and enjoy the moment.
The shareable and customizable interactive digital experience is made up of different GIF scenes that reflect feelings associated with drinking Coca-Cola set to the “Taste the Feeling” anthem. The experience allows users to pull a GIF scene directly from the microsite, personalize the scene with real-time feelings, and share it on social platforms with #TasteTheFeeling.