Coke launches ‘One Brand’ approach to marketing

Drinking a coke

Coca-Cola has revealed a new ‘One Brand’ marketing strategy that unites Coca-Cola, Diet Coke, Coke Zero and Coca-Cola Life under one brand in a single global advertising campaign, ‘Taste the Feeling’.

‘Taste the Feeling’ will roll out at various times worldwide in 2016 and will feature 10 television commercials, a new visual identity system and audio signature, as well as a shareable and customisable interactive digital experience.

Over 100 campaign images, capturing people from around the world drinking Coca-Cola in a variety of everyday moments, will be used in print advertising, out of home billboards, in-store as well as digital media.

“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,” said Marcos de Quinto, Chief Marketing Officer, The Coca-Cola Company. “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.”