Coca-Cola Announces “One Brand” Global Marketing Approach

19 Ene 2016, 00:00 AM CST

Launches New Global Campaign “Taste the Feeling”

PARIS–(BUSINESS WIRE)–Drinking a Coca-Cola, any Coca-Cola, makes the moment special.

Today at an event in Paris, the Company’s Chief Marketing Officer,
Marcos de Quinto, revealed a new ‘One Brand’ global marketing strategy
that, for the first time ever, unites Coca-Cola, Coca-Cola Light/Diet
Coca-Cola, Coca-Cola Zero, and Coca-Cola Life under the iconic Coca-Cola
brand positioning in one global creative campaign, “Taste the Feeling.”

The ‘One Brand’ Strategy:

Extends the global equity and iconic appeal of original
Coca-Cola across the Trademark, uniting the Coca-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
Coca-Cola,” said Marcos de Quinto, Chief Marketing Officer, The
Coca-Cola Company. “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. 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.”

Added de Quinto: “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,
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 brand
– the Spencerian script, the red disc and the iconic glass bottle – but
with a modern take, featuring authentic and real moments with the
product at center stage.

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 Oglivy & 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
Coca-Cola trademark products unite as one under the famous red Coca-Cola
disc.

“There is nothing quite like the taste of an ice-cold Coca-Cola,” said
Rodolfo Echeverria, Vice President, Global Creative, Connections &
Digital, The Coca-Cola Company. “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. 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.”

At launch, 6 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 soundtrack to “Anthem” is an original
song created for the campaign and titled “Taste the
Feeling.” Coca-Cola worked with Music Dealers to source 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 Coca-Cola, his big
brother comes to the rescue. The spot features a new version of the hit
song “Hey Brother” by renowned songwriter and producer Avicii.

Following a partnership that started in 2014, Coca-Cola has also tapped
Avicii to produce a version of the “Taste the Feeling” campaign anthem
featuring Conrad Sewell, and he will produce versions of the anthem for
the UEFA EURO 2016^TM and the Rio 2016 Olympic Games^TMcampaigns.

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
Coca-Cola in a variety of everyday moments. The new campaign imagery
will be used in print advertising, out of home billboards, in-store as
well as digital media.

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.

For more information, to see the commercials and view the campaign
images, please visit www.coca-colacompany.com/tastethefeeling.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world’s largest beverage
company, refreshing consumers with more than 500 sparkling and still
brands. Led by Coca-Cola, one of the world’s most valuable and
recognizable brands, our Company’s portfolio features 20 billion-dollar
brands including, Diet Coke, Fanta, Sprite, Coca-Cola Zero,
vitaminwater, POWERADE, Minute Maid, Simply, Georgia, Dasani, FUZE TEA
and Del Valle. Globally, we are the No. 1 provider of sparkling
beverages, ready-to-drink coffees, and juices and juice drinks. Through
the world’s largest beverage distribution system, consumers in more than
200 countries enjoy our beverages at a rate of 1.9 billion servings a
day. With an enduring commitment to building sustainable communities,
our Company is focused on initiatives that reduce our environmental
footprint, support active, healthy living, create a safe, inclusive work
environment for our associates, and enhance the economic development of
the communities where we operate. Together with our bottling partners,
we rank among the world’s top 10 private employers with more than
700,000 system associates. For more information, visit Coca-Cola Journey
at www.coca-colacompany.com,
follow us on Twitter at twitter.com/CocaColaCo,
visit our blog, Coca-Cola Unbottled, at www.coca-colablog.com
or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.