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Coca-Cola to unveil new ‘One Brand’ global marketing strategy

Published 21 January 2016

Coca-Cola is planning to unveil a new global marketing strategy – ‘One Brand’, which will bring all cola brands under one global creative campaign, christened “Taste the Feeling.”

coca-cola marketing

The brands of the company which would unite include Coca-Cola, Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life.

The move comes at a time when consumers are increasingly moving away from sugary drinks that have been linked to obesity and other health concerns and opting for healthier versions, The Columbian reported.

Its earlier campaign "Open Happiness" was launched in 2009 and now it will be replaced by the company's "Taste the Feeling" campaign.

Coca-Cola Company chief marketing officer Marcos de Quinto was quoted by Nacsonline.com as saying: "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. More than ever, we recognize people want their Coca-Cola in different ways."

"Taste the Feeling" will launch at several points of time in 2016 across all global markets and through various channels, reported Nacsonline.com.

The Coca-Cola Company global creative, connections and digital vice president Rodolfo Echeverria was quoted by the website as saying: "The campaign creative was designed to celebrate the notion that the simple pleasure of drinking an ice cold Coca-Cola makes any moment more special.

"The universal moments and storytelling depicted in the campaign were created to resonate with our consumers globally. The same images and television creative in Japan will also be seen in Italy, in Mexico and around the world."

Rather than appearing as products with different personalities, the new strategy is intended to convey that all variations will come under one single brand, Marcos de Quinto said.

The Coke lineup is already being tested in Russia, Spain and Chile with similar-looking cans. The top half of Coke, Diet Coke and Coke Zero cans are all red while the bottom half look different, reported The Columbian.

The new campaign comes at a time when Coke is struggling to bolster sales. Its soda volume was up by just 1% for the first time in nine months as debates on imposing heavy taxes on sugary drinks across several countries are impacting its soda sales.

Image:Coca-Cola revamps marketing strategy. Photo: Courtesy of artur84/FreeDigitalPhotos.net.