significant shift in its marketing strategy,
Marketing Officer Marcos de Quinto, who unveiled the “one brand” approach today
at a media event in Paris, said the strategy extends the equity and iconic
appeal of the world’s No. 1 beverage brand to Diet
Feeling” will bring to life the idea that drinking a
over time that the more we position
integrated “Taste the Feeling” campaign – which will roll out around the world
throughout 2016 – uses authentic storytelling to celebrate the experience of
drinking an ice-cold
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 campaign, which launches today and can be seen below, offers intimate glimpses into universal stories, feelings and everyday moments people share while enjoying
At the close
of each spot, the family of
kicks off with the lead commercial, “Anthem,” which presents a series of
moments linked by a
An original song performed by Conrad Sewell serves as the ad’s soundtrack and “Taste the Feeling” campaign anthem, continuing Coke’s legacy of using iconic music in its advertising.
includes a new audio signature inspired by the sounds of enjoying a
“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, Rodolfo explained.
central to each moment and, 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
The images show a diverse cross-section of people from around the world enjoying “their” Coca-Cola in simple, everyday moments.
“We want to bring the brand closer to the people through these images,” Rodolfo adds. “We also wanted to leave them open to interpretation, so in many cases a photo might not complete the narrative.”
“Taste the Feeling” will roll out globally throughout 2016 and into 2017.
More on Journey
- Selena Gomez ‘Share a Coke and a Song’ Photo is Instagram’s Most-Liked Image Ever
- World Economic Forum 2014: Muhtar Kent Interviews
- The Sounds of ‘Taste the Feeling’: Coke Partners With Avicii for Global Campaign Anthem Featuring Conrad Sewell
- Journey One Year In: Tell Us What You Think