Taste is one of the most powerful senses. It can transport you to a place, a memory, an emotion, a feeling. It brings comfort and joy, amazement and delight.
Every day millions of people around the world reach for an ice cold Coca-Cola. It has become the taste of pure relief and refreshment – an instant happy-sip on a hot day.
Coca-Cola’s new ‘Taste the Feeling’ marketing campaign sets out to unite all the variants of Coke in a “One Brand” strategy. Irrespective of your choice, Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero or Coca-Cola Life, the campaign offers equal appeal and allows for choice dependent on your lifestyle, diet and preferences.
Where it all began
Back in 1886 when Dr John Stith Pemberton, a pharmacist in Atlanta, Georgia, invented a syrup which he mixed with soda at the trendy soda fountain in the local pharmacy, little did he know that his creation would become a world icon. Coca-Cola has become a global brand which is familiar and reliable in all corners of the world.
It has always been associated with good times and happy moments through previous campaigns such as ‘Enjoy the Feeling’ and ‘Share the Feeling’.
‘Taste the Feeling’
Coca-Cola’s new global campaign, ‘Taste the Feeling’, focuses on the simple pleasure of taste and the concept that the taste of a Coca-Cola can make ordinary everyday moments special.
In world of sugar awareness and declining soda sales, this campaign focuses on what people love about the brand – the taste.
‘Taste the Feeling’ rolled out at various times across all markets globally in 2016 and came 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 rooted in the fundamentals of the brand – the Spencerian script, the red disc and the iconic shape of the glass bottle – but with a modern take, featuring authentic moments with Coca-Cola at center stage.
The lead television commercial, “Anthem”, features a series of everyday moments, such as ice-skating with friends, a first date, a first kiss, and a first love, all linked by a Coca-Cola.
The campaign images were shot by renowned fashion photographers, Guy Aroch and Nacho Ricci, who capture the essence of everyday moments made special by a Coca-Cola. This campaign imagery is 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.
To reinforce the creative campaign, a new music anthem was created and produced by Avicii and features soulful singer Conrad Sewell. The anthem was inspired by sounds such as the top coming off the Coke, the fizz and the sigh of enjoyment and pleasure after the first sip.
Impression of the campaign
No matter what Coca-Cola does they always manage to make an impression. The day before the campaign reveal, “Taste the Feeling” had:
- been mentioned more than 100,000 times on social platforms Twitter, Facebook and Instagram.
- the hashtag #TasteTheFeeling was mentioned nearly 95,000 times and accumulated over 75 billion impressions.
Coca-Cola is more than a taste, it is more than a feeling. It is a sip of happiness and refreshment which is available to everyone, everywhere and in every form. It comes hand in hand with a good times and happy memories. Go out and taste the Coca-Cola feeling!
Source: Own photo