Coca-Cola has unveiled its new ‘one brand’ global marketing strategy, and ‘Taste the Feeling’ tagline and campaign.
The strategy will bring all of the beverage giant’s trademark products – Coca-Cola, Diet Coke, Coke Zero and Coke Life – under one iconic brand image.
Set in a supermarket, the spot romances the experience of drinking a Coca-Cola. When a handsome male shopper catches the attention of a female cashier, he pauses to refresh himself with an ice-cold Coca-Cola.
“Brotherly Love” captures the unique relationship between brothers, a universal story of love and conflict. Ultimately the younger brother finds himself without his Coca-Cola. The older brother comes to his rescue and they enjoy a special moment together.
“Under Pressure” was created to reflect the “24/7” nature of life for a teenager. Throughout the spot, Coca-Cola provides a moment to pause and release everyday tensions, reflecting on the notion that drinking an ice-cold Coca-Cola makes any moment more special.
“Break Up” follows the journey of a young couple who romance each other, experience a break up and ultimately reconcile with Coca-Cola playing an intimate role at each stage of the relationship. The spot features the song “Made for You” with vocals by emerging artist Alexander Cardinale.
The campaign’s lead spot, “Anthem” features a series of vignettes that capture life’s everyday moments – such as ice-skating and hanging out with friends, a first date, a first kiss, and a first love – all linked by Coca-Cola with the new tagline, “Taste the Feeling.” The spot introduces an original song, “Taste the Feeling” featuring Conrad Sewell that celebrates the experience of drinking a Coca-Cola, any Coca-Cola.