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Coke Replaces 'Open Happiness' Campaign With 'Taste the Feeling'

By Lukmon Oloyede.
Globally, Coca-Cola is set for a significant shift in its marketing strategy. The beverage giant on Tuesday announced that for the first time, all Coke Trademark brands will be united in one global creative campaign: “Taste the Feeling.”
While Coke’s award-winning “Open Happiness” campaign leaned heavily on what the brand stands for over the last seven years, “Taste the Feeling” will feature universal storytelling with the product at the heart to reflect both the functional and emotional aspects of the Coca-Cola experience.
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Chief Marketing Officer Marcos de Quinto, who unveiled the “one brand” approach at a media event in Paris, said the strategy extends the equity and iconic appeal of the world’s No. 1 beverage brand to Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life. It also underscores the company’s commitment to choice, offering consumers whichever Coca-Cola suits their taste, lifestyle and diet – with or without calories, with or without caffeine.
The fully integrated “Taste the Feeling” campaign – which will roll out around the world throughout 2016, according to the firm, celebrates the experience of drinking an ice-cold Coca-Cola.
Rodolfo Echeverria, VP of global connections and creative, took media through the integrated campaign, which includes TV commercials, photography, music, and an interactive digital experience. All “Taste the Feeling” communications use authentic storytelling with the product center stage, he said. “We are not only integrating all Coca-Colas under one brand.”
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“Taste the Feeling” includes a new audio signature inspired by the sounds of enjoying a Coca-Cola – the pop of the cap, the fizz and, ultimately, refreshment. The mnemonic, created in partnership with Deviant Ventures, replaces the five-note melody featured in the “Open Happiness” campaign.
An international network of agencies is developing the “Taste the Feeling” work. Four agencies – Mercado-McCann, Santo, Sra. Rushmore and Oglivy & Mather – produced an initial round of 10 TV commercials, digital, print, out-of-home and shopper materials. Six additional shops will contribute creative as the campaign evolves.

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