Saturday, February 13, 2016

Coca-Cola launches the newest global campaign “Taste the Feeling™”

Coca-Cola, one the world’s most iconic brands in beverages launches its newest marketing tagline / campaign “Taste the Feeling”. This world-wide launch was a result of multi-creative minds from various agencies and institutions commissioned to come up with this catchy phrase that will carry the brands for another five years or so.

For me, as far as I can remember, the oldest tagline that I can still recall was the “It’s the Real Thing” tag line with its very iconic TV ad single. After that, another memorable campaign was the “Coke is It” ad featuring Michael Jackson. Truly, these campaign tag lines makes the coke brand even more enticing for consumers. No wonder that this soft drink has reach over 1.9 billion serving every single day.

Last January, Coca-Cola Philippines also made an explosive celebration of the launch that was graced by top executives of Coca-Cola company and members of the media. The Philippine launch was held at the Rigodon Ball Room of Peninsula Manila in Makati City.

Part of the celebration was a presentation of the past successful taglines that made coke the household brand name when it comes refreshing beverage of choice. It was recollection of historical events that happen all over the world and how coke was a part of it all. In the Philippines, everyone were caught by a big surprise when “Mr. Pure Energy”, Garry Valenciano rendered some of his original hits in the 80’s with his funky dance moves.

The newest campaign theme song is a product of collaboration of the best in the music and production industry. The MTV ad is fusion of snap-shot images of real people in their everyday lives, featuring their passion, values and real circumstantial events. The shots were made from the creative photography skills of Guy Aroch and Nacho Vicci. The theme song was rendered by a London-born Australian raised singer Conrad Sewell. 

“We are introducing a new approach to continue the brand’s long legacy of great visual storytelling,” said James Sommerville, VP Global Design. “The photography features human moments that blur the boundaries between who people are and what they love to do. In all the creative, Coca-Cola plays a lead role in the scene, enhancing the color, texture and emotion of the images. Every interaction is unique and made more special through the enjoyment of a Coca-Cola, any Coca-Cola.” 

The “Taste the Feeling” campaign will replace the old phrase “Open Happiness” that ran for more than seven years. Somehow, the campaign have survived some “counter-campaigns” that were wide spread in the social media. Strong ads can certainly bring strong recall for the brand. It didn’t matter how many videos showing how bad coke for the health, people is consistently buying the soft drink in relentless frequency. 

These new images and videos will be on out-of-home billboards, TV ads and Radios and also in Social Media.  “Taste the Feeling makes Coca-Cola the hero of our advertising again. The new campaign is all about capturing both the functional and emotional traits of Coca-Cola – the uplifting refreshment of drinking our product and how having a Coke makes any moment more memorable and more special,” says Stephan Czypionka, Vice President for Marketing, CocaCola Philippines. 

The campaign also marks the consolidation of all Coca-Cola trademark products like CocaCola, Coca-Cola Light, Diet Coca-Cola, and Coca-Cola Zero under a ‘One Brand’ campaign approach. “Taste the Feeling™” replaces “Open Happiness™” which has been used by Coca-Cola for the past seven years. Since 1886, there have been 45 taglines before “Taste the Feeling™”.  

For more information about the new campaign of Coca-Cola, visit or the Facebook page of Coca-Cola Philippines. 

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