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Coca Cola launches 'one brand' global marketing strategy

19 January, 2016

Coca Cola has 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

 Coca-Cola brand positioning in one global creative campaign, 'Taste the Feeling'.

The ‘One Brand’ Strategy aims to 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.

The campaign will come to life in a global campaign - “Taste the Feeling” – that uses

universal storytelling and everyday moments to connect with consumers

around the world. It will feature the product at the heart of the creative, celebrating the

experience and simple pleasure of drinking a Coca-Cola, any Coca-Cola.

The campaign also aims to underscore 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 oOfficer, 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





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