Coca-Cola unveils a powerful, global communications campaign for their most iconic product celebrating moments made more special with the simple pleasure of drinking Coca-Cola.
The global campaign, which was rolled out first in Paris last January 19 featuring the newest tagline “Taste the Feeling™,” fully embodies the uplifting refreshment of drinking Coke whether it be your Coca-Cola, Coke Zero, or Coke Light. “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 global approach 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.”
In the newest campaign, “Taste the Feeling™,” Coca-Cola brings to life everyday moments through great universal storytelling and rich visual imagery placing the product at the heart of its communications.
“Taste the Feeling makes Coca-Cola the hero of our advertising again. The new campaign is all about capturing both the functional and emotional traits of Coca-Cola – the uplifting refreshment of drinking our product and how having a Coke makes any moment more memorable and more special,” says Stephan Czypionka, Vice President for Marketing, Coca-Cola Philippines.
Coca-Cola gathered global creative minds from different agencies, commissioned distinguished fashion and commercial photographers, partnered with three independent artists, and collaborated with a renowned songwriter and producer to illustrate both in visual and through music intimate glimpses into everyday stories, feelings and experiences that people share while enjoying an ice-cold Coca-Cola.
Anchored in the fundamentals of the Coca-Cola brand the Spencerian script, the red disc and the iconic glass bottle – the creative campaign brings a new visual and auditory experience for the consumers, still featuring authentic and real moments, a continuation of the long legacy of Coca-Cola.
The lead television spot, “Anthem,” 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 soundtrack to “Anthem” is an original song titled “Taste the Feeling™.”
Music, being the main passion point for teens, takes center stage in the new campaign. Coca-Cola worked with Music Dealers to write and produce the song. In select markets, the song features the voice of one of the world’s rising music stars and an artist to watch for in 2016, Conrad Sewell. Sewell, a London-born, Australia-raised singer featured in the breakout single “Firestone,” which produced 300 million Spotify streams and 3 million-plus worldwide sales.
Letting go of its iconic five-note signature, Coca-Cola is also unveiling a new audio signature that makes use of the sounds that have long been attributed to drinking Coke: the opening of the fridge, the unmistakable fizzing on ice, the cheers and clinking of glasses, the quenching sip, and the irresistible ahhh at the end. Continue reading