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.”

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This publication contains images and information relating to tobacco products. Please do not view if you are under the age of 18 years old.

This website contains images and information relating to tobacco products. Please do not view if you are under 18 years of age.

This website contains images and information relating to tobacco products. Please do not view if you are under 18 years of age.

This publication contains images and information relating to tobacco products. Please do not view if you are under the age of 18 years old.