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
“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