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Paris, 19 January 2016: Drinking a The ‘One Brand’
Strategy:
- Extends
the global equity and iconic appeal of original
Coca-Cola across the Trademark, uniting theCoca-Cola family under the world’s number one beverage brand. - Comes to life in a global campaign - “Taste the Feeling” – that uses universal storytelling and everyday moments to connect with consumers around the world.
- Features
the product at the heart of the creative,
celebrating the experience and simple pleasure of drinking a
Coca-Cola , any Coca-Cola. - Underscores
the Company’s commitment to choice, allowing consumers to
choose whichever
Coca-Cola suits their taste, lifestyle, and diet.
“Every day, millions
of people around the world reach for an ice cold
Added
de Quinto: “More
than ever, we recognize people want their
“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, including:
- 10 Television Commercials
- 100+ Campaign Images
- New Visual Identity System
- New Music Anthem and Audio Signature
- Shareable and Customizable Interactive Digital Experience
The creative campaign
is anchored in the fundamentals of the
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 the
following 4: Mercado-McCann, Sra. Rushmore, Santo, and Ogilvy & Mather New
York. The spots give the viewer momentary, but intimate glimpses into everyday
stories, feelings and experiences that people share while enjoying an ice-cold
Coca-Cola. At the close of each commercial, the family of
“There is nothing
quite like the taste of an ice-cold
At launch, 5 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
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. The anthem includes a new audio signature, inspired by the sounds of the experience of enjoying a Coca-Cola – the pop of the cap, the fizz, and ultimately the sounds of enjoyment. The new audio signature will be used throughout the campaign.
“Break Up” (Santo) follows the journey of a young couple’s romance from the first date and early feelings of excitement and love to an explosive break-up and ultimate reconciliation over an ice-cold Coca-Cola. The spot features a new song titled “Made for You” by new artist Alexander Cardinale.
“Brotherly Love” (Santo) captures the universal
story of love and conflict between family, highlighting the unique and
challenging relationship experienced between two brothers. When the younger
brother finds himself without his ice-cold
Following a
partnership that started in 2014,
The additional television commercials available for launch include:
- “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.
- “Supermarket,”
(Sra. Rushmore) tells the story of a
young female cashier mesmerized by a handsome male consumer who pauses to enjoy
an ice-cold
Coca-Cola . - What
is a
Coca-Cola For?” (Sra. Rushmore), “Professor” (Sra. Rushmore), “Arctic Summer” (The Cyranos-McCann), “Empty Bottle” (Mercado-McCann), and “Real Enjoyment” (Mercado-McCann) will be released later in 2016.
The new campaign features 100+ Campaign Images shot by noted fashion photographers Guy Aroch and Nacho Ricci capturing people from around the world enjoying ice- cold
For more information, to see the commercials and view the campaign images, please visit www.coca-colajourney.com.au and www.coca-colacompany.com.
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The
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