Business Wire

Coca-Cola Announces “One Brand” Global Marketing Approach

Del

Drinking a Coca-Cola, any Coca-Cola, makes the moment special.

This Smart News Release features multimedia. View the full release here: http://www.businesswire.com/news/home/20160119005305/en/

Image from Coca-Cola Taste the Feeling Campaign (Photo: Business Wire)

Image from Coca-Cola Taste the Feeling Campaign (Photo: Business Wire)

Today at an event in Paris, the Company’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 a Coca-Cola, any Coca-Cola.
  • 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,” said Marcos de Quinto, Chief Marketing Officer, The Coca-Cola Company. “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.”

Added de Quinto: “More than ever, we recognize 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.”

“Taste the Feeling,” will roll out at various times across all markets globally in 2016 and will come to life through a number of elements, including:

  • 10 Television Commercials
  • 100+ Campaign Images
  • New Visual Identity System
  • New Music Anthem and Audio Signature
  • Shareable and Customizable Interactive Digital Experience

The creative campaign is anchored in the fundamentals of the Coca-Cola brand – the Spencerian script, the red disc and the iconic glass bottle – but with a modern take, featuring authentic and real moments with the product at center stage.

Coca-Cola gathered global creative minds from 10 different agencies to begin the development process, and ultimately the 10 Television Commercials created for the campaign were produced by the following 4: Mercado-McCann, Sra. Rushmore, Santo, and Oglivy & Mather New York. 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. At the close of each commercial, the family of Coca-Cola trademark products unite as one under the famous red Coca-Cola disc.

“There is nothing quite like the taste of an ice-cold Coca-Cola,” said Rodolfo Echeverria, Vice President, Global Creative, Connections & Digital, The Coca-Cola Company. “The campaign creative was designed to celebrate the notion that the simple pleasure of drinking an ice-cold Coca-Cola makes any moment more special. The universal moments and storytelling depicted in the campaign were created to resonate with our consumers globally. The same images and television creative in Japan will also be seen in Italy, in Mexico and around the world.”

At launch, 6 of the 10 spots will be released. The lead television spot, “Anthem, (Mercado-McCann) comes to life through a series of ordinary moments linked by a Coca-Cola, such as ice-skating with friends, a first date, a first kiss, and a first love. The spot will run in all markets in 2016.

The soundtrack to “Anthem” is an original song created for the campaign and titled “Taste the Feeling.” Coca-Cola worked with Music Dealers to source the song. In select markets, the song features the voice of newcomer Conrad Sewell. Sewell, a London-born, Australia-raised singer was featured in the breakout single “Firestone,” which produced 300 million Spotify streams and 3 million-plus worldwide sales. The anthem includes a new audio signature, inspired by the sounds of the experience of enjoying a Coca-Cola – the pop of the cap, the fizz, and ultimately the sounds of enjoyment. The new audio signature will be used throughout the campaign.

“Break Up” (Santo) follows the journey of a young couple’s romance from the first date and early feelings of excitement and love to an explosive break-up and ultimate reconciliation over an ice-cold Coca-Cola. The spot features a new song titled “Made for You” by new artist Alexander Cardinale.

“Brotherly Love” (Santo) captures the universal story of love and conflict between family, highlighting the unique and challenging relationship experienced between two brothers. When the younger brother finds himself without his ice-cold Coca-Cola, his big brother comes to the rescue. The spot features a new version of the hit song “Hey Brother” by renowned songwriter and producer Avicii.

Following a partnership that started in 2014, Coca-Cola has also tapped Avicii to produce a version of the “Taste the Feeling” campaign anthem featuring Conrad Sewell, and he will produce versions of the anthem for the UEFA EURO 2016TM and the Rio 2016 Olympic GamesTM campaigns.

The additional television commercials available for launch include:

  • “Under Pressure,” (Ogilvy & Mather) tells the story of every day “pressures” that we all face. The spot highlights the importance of taking time to pause, release tension, and enjoy the moment.
  • “Supermarket,” (Sra. Rushmore) tells the story of a young female cashier mesmerized by a handsome male consumer who pauses to enjoy an ice-cold Coca-Cola.
  • What is a Coca-Cola For?” (Sra. Rushmore), “Professor” (Sra. Rushmore), “Arctic Summer” (The Cyranos-McCann), “Empty Bottle” (Mercado-McCann), and “Real Enjoyment” (Mercado-McCann) will be released later in 2016.

The new campaign features 100+ Campaign Images shot by noted fashion photographers Guy Aroch and Nacho Ricci capturing people from around the world enjoying ice-cold Coca-Cola in a variety of everyday moments. The new campaign imagery will be used in print advertising, out of home billboards, in-store as well as digital media.

The shareable and customizable interactive digital experience is made up of different GIF scenes that reflect feelings associated with drinking Coca-Cola set to the “Taste the Feeling” anthem. The experience allows users to pull a GIF scene directly from the microsite, personalize the scene with real-time feelings, and share it on social platforms with #TasteTheFeeling.

For more information, to see the commercials and view the campaign images, please visit www.coca-colacompany.com/tastethefeeling.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, one of the world's most valuable and recognizable brands, our Company's portfolio features 20 billion-dollar brands including, Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, POWERADE, Minute Maid, Simply, Georgia, Dasani, FUZE TEA and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.9 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo, visit our blog, Coca-Cola Unbottled, at www.coca-colablog.com or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.

Contact information

The Coca-Cola Company
Ali Brubaker, +01 404-676-2683
press@coca-cola.com

Om Business Wire

Business Wire
Business Wire
24 Martin Lane
EC4R 0DR London

+44 20 7626 1982http://www.businesswire.co.uk

(c) 2018 Business Wire, Inc., All rights reserved.

Business Wire, a Berkshire Hathaway company, is the global leader in multiplatform press release distribution.

Følg saker fra Business Wire

Registrer deg med din epostadresse under for å få de nyeste sakene fra Business Wire på epost fortløpende. Du kan melde deg av når som helst.

Siste saker fra Business Wire

Cushman & Wakefield To Acquire Its Irish Affiliate From Sherry FitzGerald Group16.7.2018 13:49Pressemelding

Global real estate services firm Cushman & Wakefield today announces it has entered into a definitive agreement to acquire the commercial property arm of Sherry FitzGerald Group in the Republic of Ireland. The deal is expected to complete in early September 2018. Cushman & Wakefield already has a 20% stake in the Irish commercial property business which operated as its exclusive affiliate in the Republic – rebranding two years ago as Cushman & Wakefield Ireland. The firm, which has more than 100 commercial property professionals and offices in Dublin, Limerick and Galway, will now be fully integrated into Cushman & Wakefield, one of the world’s largest real estate services firms with 48,000 employees in approximately 400 offices and 70 countries. Managing Director Aidan Gavin becomes Cushman & Wakefield’s Head of Ireland and will also sit on the firm’s UK & Ireland Executive Committee. Cushman & Wakefield will maintain its close affiliate relationship with the wider Sherry FitzGerald G

Fischer & Schickendantz and Solution Alliance SRL Adopt Andersen Brand in Uruguay16.7.2018 13:30Pressemelding

Fischer & Schickendantz, led by Juan Federico Fischer, and Solution Alliance SRL, led by Juan Ignacio Troccoli, have rebranded this week as Andersen Tax & Legal, a member firm of Andersen Global. The firm, based in Montevideo, entered a Collaboration Agreement with Andersen Global in September 2017, and is now a fully integrated member of the global verein. Juan Federico Fischer remarked, “Andersen is a symbol of quality and is recognized worldwide by both clients and professionals, and is ahead of the game in terms of creating a global firm with integrated tax and legal services. We are truly excited to officially be part of the team.” “Throughout their time with us as a collaborating firm and now a member firm, the team in Uruguay has demonstrated a deep commitment to providing seamless, best-in-class service. Additionally, Juan Federico is a member of Andersen Global’s Latin American regional board, and is the true embodiment of the values that our organization represents. I look fo

Norsk Titanium Produces Space Demonstration Hardware16.7.2018 11:00Pressemelding

Norsk Titanium (Norsk), the world’s first FAA-approved supplier of aerospace-grade, additive manufactured, structural titanium components, has produced an Expansion Nozzle demonstrator in support of the European Space Agency’s Technology Research Programme (TRP). The TRP is an European Space Agency (ESA) technology development effort supporting all of ESA’s fields of activity across the entire spectrum of technical disciplines, providing the technological nucleus for most future developments. Norsk was awarded a TRP contract with the ESA in 2014 to explore the application of Norsk’s Rapid Plasma Deposition™ (RPD™) process to space applications. Through the TRP contract, Norsk has refined its material characterization and quality assurance processes, while providing ESA valuable insight into the application of additive processes to their unique needs. The culmination of this effort was the production of an Expansion Nozzle demonstrator. The Expansion Nozzle utilizes the latest RPD™ desi

CALVIN KLEIN Fragrances Announces Lupita Nyong'o and Saoirse Ronan as Faces of CALVIN KLEIN WOMEN16.7.2018 11:00Pressemelding

Calvin Klein, Inc., a wholly owned subsidiary of PVH Corp. [NYSE:PVH], and Calvin Klein Fragrances, a division of Coty Inc. [NYSE:COTY], today revealed the worldwide print advertising campaign for the new fragrance CALVIN KLEIN WOMEN , the first CALVIN KLEIN fragrance to be developed under the vision of Chief Creative Officer, Raf Simons. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20180716005092/en/ CALVIN KLEIN WOMEN The campaign features Lupita Nyong'o and Saoirse Ronan. Award-winning actors and voices of their generation, both women are universally recognized for their unique talent, creativity, intelligence and strength of character. Directed by artist Anne Collier with creative direction from Lloyd & Co., the campaign champions iconic women and celebrates heroines of contemporary culture. Lupita and Saoirse are featured in the print campaign, in a pair of striking and direct portraits, positioned next to chosen figure

Bank of America Reports Second-Quarter 2018 Financial Results16.7.2018 10:45Pressemelding

Bank of America reported its second-quarter 2018 financial results today. The news release, supplemental filing and investor presentation can be accessed in the following ways: This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20180716005280/en/ Bank of America newsroom at https://newsroom.bankofamerica.com Bank of America Investor Relations website at http://investor.bankofamerica.com Business Wire’s news webpage at http://www.businesswire.com/portal/site/home/news Investor Conference Call information Chief Executive Officer Brian Moynihan and Chief Financial Officer Paul Donofrio will discuss the financial results in a conference call at 8:30 a.m. ET today. For a listen-only connection to the conference call, dial 1.877.200.4456 (U.S.) or 1.785.424.1732 (international), and the conference ID is 79795. Please dial in 10 minutes prior to the start of the call. Investors can also listen to a live audio webcast of the conference ca

Bank of Singapore is the First Singapore Private Bank to Receive Regulatory Approval to Open a Wealth Management Subsidiary in Luxembourg16.7.2018 09:36Pressemelding

Bank of Singapore today announced that it has been granted an investment company licence to operate a wealth management subsidiary in Luxembourg – a first for a Singapore private bank. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20180716005252/en/ (Photo: BOSWM) Bank of Singapore, through this new subsidiary, BOS Wealth Management Europe Société Anonyme (S.A.), will be able to offer a comprehensive range of customised private banking solutions and investment advisory services to its ultra-high and high net worth clients in the European Economic Area (“EEA”) and the United Kingdom (“UK”). The EEA comprises the European Union (EU) countries and Iceland, Liechtenstein and Norway. Currently, Bank of Singapore serves its European clients from its Singapore headquarters and through its parent company OCBC Bank’s London office. There has been robust growth in assets under management from EEA clients as they hold Singapore in high