Coca-Cola announces One Brand marketing strategy
Global program unites five brands
For the first time ever, Atlanta-based The Coca-Cola Co. will employ a global marketing strategy that will unite multiple brands within the Coca-Cola brand portfolio.
The Coca-Cola Co.’s Chief Marketing Officer Marcos de Quinto revealed the One Brand strategy, which will unify Coca-Cola, Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero, and Coca-Cola Life under the Coca-Cola brand positioning in one global creative campaign, Taste the Feeling, the company says.
The following are initiatives for 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 No. 1 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,” Quinto said in a statement. “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.
“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,” he continued. “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 globally at various times in 2016 and will be shared through a number of elements including 10 TV commercials, more than 100 campaign images, new visual identity system, new music anthem and audio signature, and a 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 TV commercials created for the campaign were produced by 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, the company says. At the close of each commercial, the family of Coca-Cola trademark products unites 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 of global creative, connections and digital for The Coca-Cola Co., in a statement. “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, five of the 10 spots will be released. The lead TV spot, “Anthem,” developed by 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 company says. The spot will run in all markets in 2016.
The following are additional TV spots:
“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.
“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.
For more information, to see the commercials and view the campaign images, visit www.coca-colacompany.com/tastethefeeling.