Coca-Cola campaign reminds people there’s nothing like an ice-cold Coke
Each and every day, Canadians celebrate special moments with friends and family. A sun-filled afternoon at a family barbeque, meeting your friends for lunch or taking a road trip with your special someone. And drinking a Coca-Cola, any Coca-Cola, makes the moment more special.
That is what Coca-Cola’s new global campaign, “Taste the Feeling,” is all about: communicating everyday moments to connect with people around the world. Launched in Canada in early February, “Taste the Feeling” is the first campaign under Coca-Cola’s new “One Brand” strategy, which unites all Coca-Cola Trademark products, Coca-Cola, Diet Coke, and Coca-Cola Zero, under one global creative campaign. By doing this, it extends the global iconic appeal of Coca-Cola across the Trademark brands, uniting the Coca-Cola family under the world’s number one beverage brand. The message is clear. You can enjoy the great taste of Coca-Cola no matter what Coca-Cola you prefer, with or without calories, with or without caffeine, across a variety of package sizes, depending on your taste.”
“Every day, millions of people around the world reach for an ice-cold Coca-Cola,” said Michael Samoszewski, Vice President of the Sparkling Business Unit, Coca-Cola Ltd. “The new ‘One Brand’ approach shares the equity of Coca-Cola across all Coca-Cola Trademark products, reinforcing our commitment to offer 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.”
The “One Brand” strategy is an important part of Coca-Cola’s growth strategy as trends shift towards smaller package sizes and preferences evolve. In Canada, Coca-Cola has already made big changes to respond, including introducing the 414mL PET package, and reducing the size of its most popular immediate consumption package to 500mL. Coca-Cola has also invested in more racking to help make mini cans (222mL) and iconic glass bottles (237mL) more widely available in-store, driving both awareness and transactions.
“We know that people today are more mindful about sugar but they still want to enjoy a little Coca-Cola,” added Samoszewski. “While the new campaign highlights the different
Coca-Cola options available, we want to make sure we also have the right sized packages available ‘within an arm’s reach of desire’.”
The new campaign includes beautiful creative elements that come to life in point-of-sale and out-of-home elements that feature authentic, real moments with the product at the centre. Coca-Cola tapped agencies from around the globe to create the 10 television spots that are part of the final campaign. 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.
To read more about the new campaign and view the television spots, go to www.cocacolacompany.com/tastethefeeling/.