– A new campaign for a new strategy –
In order to strengthen the brand association between Coca-Cola the original and its variations, Coca-Cola has also launched a new advertising campaign titled, ‘Taste the feeling’.
The campaign is intended to show the variations of Coke as no different than, “good ol’ Coke.”
Targeted at the ‘Instagram generation’, Coca-Cola Creative, Connections & Digital VP Rodolfo Echeverria says the new campaign will put the Coca-Cola variations right in your face with candid shots of the aforementioned generation living everyday life, “just like on Instagram.”
“We’re not focused on product benefits alone. You’ve got to appeal to the emotions. You don’t marry a woman simply because she has two careers and speaks four languages. If that were the case what would happen should you meet a woman who has four careers?” de Quinto explained.
During the launch, the streets of Dubai were already lined with billboards of a Caucasian brunette with her head thrown back and a Coke bottle to her mouth.
The television Ads created for the campaign also put great emphasis on the Coke bottle with one ad titled the “Break Up,” centring the story of how a couple met, broke up and made up, around the Coke bottle.
As their romance blossoms they drink from separate bottles, their break up is marked by a smashed up Coke bottle, their separation is personified by a lonely empty coke bottle on window sill ‘crying’ and their reunion is sealed by them drinking from the same bottle.
Another ad titled, “Brotherly Love,” opens with big brother pulling down little brother’s baseball cap to distract him from his video game, then shows him placing little brother’s headphones on a higher shelf to frustrate his efforts at reaching them before stomping on his feet under the dinner table but when bullies try to take little brother’s Coke away, big brother makes it clear that only he’s allowed to mess with little brother.
The new ad campaign is accompanied by a new sound in the form of an anthem performed by Conrad Sewell of Spacecraft.
Avicii’s ‘Hey Brother’ which is the soundtrack to “Brotherly Love,” is also performed by Sewell.
Coca-Cola’s new sound also includes an audio signature that starts with the pop of the cap, followed by fizz and rounded off by the, “sounds of enjoyment,” all in that effort to associate Coke with the good life.
Echeverria calls it the re-Coke-alisation of Coke; a campaign to take you back to the basics, to remind you why you first popped open that bottle or can of coke: the feeling of that sweet chilled liquid sliding down your throat; liquid gold.
Opt for Coke Light, Zero or Life, they say, and it won’t have to be a guilty pleasure. Whether it will actually result in a greater, “share of throat,” for the variations remains to be seen but the strategy is simple enough: make Coke Zero, Light and Life as relatable to both the Maasai woman and Queen as Coke at the same unbeatable price.
Despite its high sugar content, Coca-Cola remains the indisputable number one in the soft drinks business with consumers in over 200 countries drinking Coca-Cola company beverages at a rate of 1.9 billion servings a day. In fact, Time magazine once had the Coca-Cola logo on its cover, cradling the globe and feeding it Coke.
Up until 2012, Coca-Cola was the most recognisable brand in the world. But a failure to evolve is to die and Coca-Cola through its ‘One Brand’, ‘Taste the feeling’ campaign aims to retain its following beyond the post-sugar rush Instagram generation.
