Monday, 15 February 2016

Can you “Taste the feeling”? Coca Cola’s new revitalized “one brand” global strategy


Over the decades, Coke has remained as one of the only brands that have delivered some of the most memorable taglines in advertising history.




Coca-Cola have finally unveiled their new 'one brand' global marketing strategy, and the “Taste the Feeling” tagline and campaign. This global strategy will hopefully bring together all their trademark products under one iconic brand image.

'One Brand' aims to diversify the global equity and iconic appeal of the brand, where the “taste the feeling” campaign aims to celebrate Coca-Cola through universal storytelling and everyday moments which center around the beverage.

The Australian campaign in particular will feature a number of outdoor advertisements placed in some of our more prime positions, such as Kings Cross, along with coverage on social media, POS, experiential and sampling.

This new chapter for the powerhouse brand celebrates the notion that the simple pleasure of drinking Coca-Cola makes the moment more special. Chief Marketing officer, Marcos De Quinto describes the “one brand” approach:

“More than ever, we recognise 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.”

Proving its success in the UK back in March 2015, the new strategy may also help Coke win over a younger demographic of consumers. In this day and age, young people want to feel part of a global society and they are continuously looking for brands that can help them participate in one. The new generation will do well in creating equity for Coke as an enabler, someone who empowers consumers to feel part of a global conversation and community. It will represent a good blueprint for other big brands to follow.

It is much more difficult delivering a global campaign to a global consumer. Even though the concept of 'one brand' seems to be something of benefit to the Coke brand, it will be interesting to see whether this global campaign will gain the same level of cut-through as its previous advertisements.

 
 

Lauren Musat
Current student in the Master of Marketing program at the University of Sydney Business School

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