‘One Brand’ Strategy, New Global Campaign Unite Coca-Cola Trademark
I've always liked Coke since I can remember. Here's an interesting blog post directed at innovative online marketing strategies we can all learn from. Jay Moye really does an excellent job pointing out Coca Cola's unique strengths in the marketplace and how they maintain that standing among some big competitors. Enjoy.
Marking a significant shift in its marketing strategy, Coca-Cola
today announced that for the first time, all Coke Trademark brands will
be united in one global creative campaign: “Taste the Feeling.”
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.
“We are reinforcing that Coca-Cola is for everybody,” de
Quinto said. “Coca-Cola is one brand with different variants, all of
which share the same values and visual iconography. People want their Coca-Cola in different ways, but whichever one they want, they want a Coca-Cola brand with great taste and refreshment.”
“Taste the Feeling” will bring to life the idea that drinking a Coca-Cola – any Coca-Cola
– is a simple pleasure that makes everyday moments more special. 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.
“We’ve found over time that the more we position Coca-Cola as an icon, the smaller we become,” de Quinto said. “The bigness of Coca-Cola
resides in the fact that it’s a simple pleasure – so the humbler we
are, the bigger we are. We want to help remind people why they love the
product as much as they love the brand.”
The fully integrated “Taste the Feeling” campaign – which will roll
out around the world throughout 2016 – celebrates the experience of
drinking an ice-cold Coca-Cola. Coca-Cola
takes center stage in every piece of what Rodolfo Echeverria, VP of
global creative, connections and digital, calls “emotional product
communication.” The "Anthem" YouTube video below says it all for Coke!
To read the complete article written by Jay Moye, go to:
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