Coca-Cola Executive Vice President and CMO, Marcos de Quinto, unveiled today that Coca-Cola is changing “Open Happiness”, the message under its communications for the latest 7 years, for “Taste the Feeling”.
“Taste the Feeling” will bring to life the idea that drinking a Coca-Cola – anyCoca-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,”explained de Quinto.
“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.”
The change not only applies to the Coca-Cola brand. The “Taste the Feeling” message brings under one same roof for the first time, all Coke Trademark brands that will be united in one global creative campaign
Getting closer to the people to increase coke drinkers
“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.”
Marcos de Quinto was appointed Worldwide Chief Marketing and Commercial Officer by The Coca-Cola company in October 2014. As he took on the reins announced the review of the pool of the creative agencies serving Coca-Cola at that moment.
New message and new pool of agencies for the new global campaign
The fully integrated “Taste the Feeling” campaign – which will roll out around the world throughout 2016 – celebrates the experience of drinking an ice-coldCoca-Cola. Coca-Cola takes center stage in every piece of what Rodolfo Echeverria, VP of global creative, connections and digital, calls “emotional product communication.”
“We’re going from ‘Open Happiness’ to exploring the role Coca-Cola plays in happiness,” he added. “We make simple, everyday moments more special.”
An international network of agencies belonging to different multinational groups is developing the “Taste the Feeling” message, including the following four agencies: Mercado-McCann, Santo, Sra. Rushmore and Oglivy & Mather.
These agencies have produced an initial round of 10 TV commercials, digital, print, out-of-home and shopper materials.
Six additional shops will contribute creative as the campaign evolves.
Integrated campaign
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.”
Six of the 10 first spots launch today and can be seen in the YouTube playlist above. They offer intimate glimpses into stories, feelings and moments people share while enjoying Coca-Cola. At the close of each spot, the family of Coca-Cola products unite under the iconic red Coca-Cola disc. Several alternate versions of the ads were produced with locally relevant casts and culturally relevant vignettes.
New audio signature by Deviant, and new music by Avicii
Swedish artist and producer Avicii and featuring soulful singer Conrad Sewell serves as the “Taste the Feeling” campaign anthem.
first acoustic version by Sewell is being featured in various TV spots for the new campaign, including “Anthem”, and the lead single with Avicii will be released soon. Avicii also will produce additional versions of “Taste the Feeling” for Coke’s UEFA EURO 2016 and Rio 2016 Olympic Games campaigns later this year.
“Taste the Feeling campaign, lead spot. Image, © The Coca-Cola company. To watch the spot click here
A new audio signature inspired by the sounds of enjoying a Coca-Cola (the pop of the cap, the fizz and, ultimately, refreshment integrates the mnemonic, created in partnership with Deviant Ventures, that replaces the five-note melody featured in the “Open Happiness” campaign.
More than 100 “casual” images shot by Guy Aroch and Nacho Ricci
One hundred images shot by the reputed fashion photographers Guy Aroch and Nacho Ricci. will be featured in print, outdoor, in-store and digital advertising. The images feature a “Norman Rockwell Meets Instagram” visual style to capture authentic, unscripted moments in a contemporary way, Echeverria explained. Each shot combines familiar Coca-Cola icons, like the contour glass bottle and big red dot, with elements of both intimacy and mystery.
Images are cropped in a way that closes in on the Coca-Cola bottle, while in fact telling a personal story.
The images show a diverse bunch of eople from around the world enjoying “their” Coca-Cola in simple, everyday moments.
“We want to bring the brand closer to the people through these images,” Echeverria adds. “We also wanted to leave them open to interpretation, so in many cases a photo might not complete the narrative.”
GIF the feeling with emoji, share it online and buy Coca-Cola online
Fans can customize and share animated GIFs inspired by feelings associated with drinking a Coca-Cola at the GIF the Feeling microsite (www.GIFtheFeeling.com) fitted together seamlessly.
Each GIF is a mix of original footage and scenes from the new “Taste the Feeling” TV spot
Some 32 icons corresponding to emotions are shown to the people in a wheel while watching the video in the site. The emojis go from refreshed and energized, to cool and excited and each emoji matchs with a certain image forming the viddeo.
Viewers can click into the clip, pull out a GIF and then personalize typing a text to express how they feel when watching those images. Each message matchs with an emoji that is blended into the Gif. Once the personalisation is ready, people can then download or share their customized GIF through social media with the #TasteTheFeeling hashtag.
Once released the personalised GIF, the website gives the chance to purchase a Coca-Cola or any other beverage of the company online.
