Coca-Cola to become overarching brand for Coke drinks as it moves to new global strategy
Coca-Cola is set to become the catch-all marketing term for the different variants of Coke as the soft drink giant looks to leverage the popularity of its full-fat version to push its reduced sugar ranges.
The new ‘one-brand’ strategy was announced overnight by chief marketing officer Marcos de Quinto, who said the company was moving away from its tagline of seven years ‘Open Happiness’ to ‘Taste the Feeling’. This also signals a move to “universal storytelling” which starts along with six new TVCs.
“We are reinforcing that Coca-Cola is for everybody,” de Quinto said. “Coca-Cola is one brand with different variants, all of which share the same values and visual iconography. People want their Coca-Cola in different ways, but whichever one they want, they want a Coca-Cola brand with great taste and refreshment.”
It will mean Diet Coke, Coke Life and Coke Zero will now feature in ads alongside the master brand, and all under the red Coca-Cola logo.
What does ‘taste the feeling’ mean?
I’ve read some tortured lines in my time, but this?
How do you ‘lick, or salivate upon an emotional state’?
Surely the strangest work in a while…
The print is lovely.
The TVCs are dull mood reels.
This feels like it was an eon ago:
https://www.youtube.com/watch?v=CHiNwDhLfRs
“All of the ads also feature a new audio signature which according to the press release was “inspired by the sounds of enjoying a Coca-Cola – the pop of the cap, the fizz…”
…the sound of the dentist’s drill?
Love the stills but in the TVC’s it turns into a slightly dated Tommy Hilfiger shoot. And the music? Where’s the youthful energy? I’m sure i’ve heard similar sound tracks advertising cups of tea
Really nice print. 2 things strike me (1) somehow it seems more at home in foreign countries, and (2) it’s like alcohol for kids.
I love Coca-Cola as a brand and I think The Coca-Cola Company is a wonderful organisation. But I have to ask: What the hell does this first paragraph even mean? Talk about buzzwords and fuzzy writing!
Could Coke be any more superglued to the 80’s?! Great idea unifying the Coke brands under one strategy, but where’s the great idea behind the creative?
The client F$##ed up the print by making the product pop.
Yes we all know its a coke advertisement and yes we all know coke sales are falling.
But why F%$k it up???
Coca Cola as a brand has become less relevant as time has gone on. Leaning against the product benefit of refreshment is all the brand can do in a cultural climate where the majority portfolio of products contribute to obesity at alarming levels. From a Comms perspective, relying on advertising to solve the sales problems is old school thinking in today’s landscape. Coke isn’t relevant not because it’s “uncool” and in need of advertising. It’s uncool as people care more about their health & well-being. Now that’s refreshing
“According to the McDonald’s release.”
… ahem, a brand misquote there methinks.
Hi details,
Thanks for flagging – I managed to mix up one mega-brand with another in my haste. You can still get Coke in Maccas though can’t you…?
Cheers,
Alex – editor, Mumbrella
Who binged on tacky 80’s Mentos ads before filming began?
And can someone shoot the lip sync guy from the second last one?
“Taste the Feeling” or even “Feel the Taste” have nothing on “The Real Thing” or “You Can’t Beat the Feeling”. Best ever were “Have a Coke and a Smile” and “Coke Adds Life”
And everybody needs a little life.
I think I would prefer to taste the taste. Not taste the feeling.
“full-fat version”
haha minor slip… Coca Cola Classic doesn’t contain fat, Coca Cola Classic leads to fat.
That soundtrack is so boring.
That’s some highly contrived shit right there. Honestly, the worst Coke work in two decades!
I used to look forward to seeing the first Coke ads each year as it signaled the start of summer fun, beaches, holidays. There was always a big idea, each year trying to top the year before. Sadly ‘the real thing’ has become the lost thing… Time for a re-think.