Coca-Cola’s chief marketing officer, Marcos de Quinto, revealed a new ‘One Brand’ global marketing strategy that, for the first time ever, unites Coca-Cola, Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero, and Coca-Cola Life under the iconic Coca-Cola brand positioning in one global creative campaign, Taste the Feeling.
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 number one 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 any Coca-Cola product.
- 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,’ says de Quinto. ‘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.
Taste the Feeling will roll out at various times across all markets globally in 2016.
