![\"Marcos](\"https:\/\/eastwind.es\/marketing\/wp-content\/uploads\/sites\/2\/2016\/01\/Marcos-De-Quinto_Coca-Cola_400pix.jpg\")
<\/a>\u201cWe are reinforcing that\u00a0Coca-Cola\u00a0is for everybody,\u201d de Quinto said. \u201cCoca-Cola is one brand with different variants, all of which share the same values and visual iconography. People want their\u00a0Coca-Cola\u00a0in different ways, but whichever one they want, they want a\u00a0Coca-Cola\u00a0brand with great taste and refreshment.\u201d<\/p>\n
The change not only applies to the Coca-Cola brand. The \u00abTaste the Feeling\u00bb message brings under one same roof for the first time, all Coke Trademark brands that will be united in one global creative campaign<\/p>\n
Getting closer to the people to increase coke drinkers<\/strong><\/span><\/p>\n \u201cWe\u2019ve found over time that the more we position\u00a0Coca-Cola\u00a0as an icon, the smaller we become,\u201d de Quinto said. \u201cThe bigness of\u00a0Coca-Cola\u00a0resides in the fact that it\u2019s 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.\u201d<\/p>\n 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.<\/p>\n New message and new pool of agencies for the new global campaign<\/strong><\/span><\/p>\n The fully integrated \u201cTaste the Feeling\u201d campaign \u2013 which will roll out around the world throughout 2016 \u2013 celebrates the experience of drinking an ice-coldCoca-Cola.\u00a0Coca-Cola\u00a0takes center stage in every piece of what Rodolfo Echeverria, VP of global creative, connections and digital, calls \u201cemotional product communication.\u201d An international network of agencies belonging to different multinational groups is developing the \u201cTaste the Feeling\u201d message, including the following four agencies: Mercado-McCann, Santo, Sra. Rushmore and Oglivy & Mather. Integrated campaign<\/strong><\/span><\/p>\n The fully integrated \u201cTaste the Feeling\u201d campaign, which will roll out around the world throughout 2016 \u2013 celebrates the experience of drinking an ice-cold Coca-Cola.\u00a0Coca-Cola\u00a0takes center stage in every piece of what Rodolfo Echeverria, VP of global creative, connections and digital, calls \u201cemotional product communication.\u201d<\/p>\n 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\u00a0Coca-Cola. At the close of each spot, the family of\u00a0Coca-Cola\u00a0products unite under the iconic red\u00a0Coca-Cola\u00a0disc. Several alternate versions of the ads were produced with locally relevant casts and culturally relevant vignettes. Swedish artist and producer Avicii and featuring soulful singer Conrad Sewell\u00a0serves as the \u201cTaste the Feeling\u201d campaign anthem. \u00abTaste the Feeling campaign, lead spot. Image, \u00a9\u00a0The Coca-Cola company. To watch the spot<\/span> click here More than 100 \u00abcasual\u00bb images shot by Guy Aroch and Nacho Ricci<\/strong><\/span><\/p>\n 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 \u201cNorman Rockwell Meets Instagram\u201d visual style to capture authentic, unscripted moments in a contemporary way, Echeverria explained. Each shot combines familiar Coca-Cola\u00a0icons, like the contour glass bottle and big red dot, with elements of both intimacy and mystery.<\/p>\n Images are cropped in a way that closes in on the\u00a0Coca-Cola\u00a0bottle, while in fact telling a personal story.<\/p>\n The images show a diverse bunch of eople from around the world enjoying \u201ctheir\u201d\u00a0Coca-Cola\u00a0in simple, everyday moments.<\/p>\n \u201cWe want to bring the brand closer to the people through these images,\u201d Echeverria adds. \u201cWe also wanted to leave them open to interpretation, so in many cases a photo might not complete the narrative.\u201d<\/p>\n GIF the feeling with emoji, share it online and buy Coca-Cola online<\/strong><\/span><\/p>\n Fans can customize and share animated GIFs inspired by feelings associated with drinking a\u00a0Coca-Cola at the GIF the Feeling microsite (www.GIFtheFeeling.com) fitted together seamlessly.<\/p>\n Each GIF is a mix of original footage and scenes from the new \u201cTaste the Feeling\u201d TV spot<\/p>\n 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.<\/p>\n 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.<\/p>\n Once released the personalised GIF, the website gives the chance to purchase a Coca-Cola or any other beverage of the company online.<\/p>\n","protected":false},"excerpt":{"rendered":" Coca-Cola Executive Vice President and CMO, Marcos de Quinto, unveiled today that Coca-Cola is changing \u00abOpen Happiness\u00bb, the message under its communications for the latest 7 years, for \u00abTaste the Feeling\u00bb. \u201cTaste the Feeling\u201d will bring to life the idea that drinking a\u00a0Coca-Cola\u00a0\u2013 anyCoca-Cola\u00a0\u2013 is a simple pleasure that makes everyday moments more special. While …<\/p>\n
\n\u201cWe\u2019re going from \u2018Open Happiness\u2019 to exploring the role\u00a0Coca-Cola\u00a0plays in happiness,\u201d he added. \u201cWe make simple, everyday moments more special.\u201d<\/p>\n<\/a>
\nThese agencies have produced an initial round of 10 TV commercials, digital, print, out-of-home and shopper materials.
\nSix additional shops will contribute creative as the campaign evolves.<\/p>\n
\nNew audio signature by Deviant, and new music by Avicii<\/p>\n
\nfirst acoustic version by Sewell is being featured in various TV spots for the new campaign, including \u00abAnthem\u00bb, and the lead single\u00a0with Avicii\u00a0will be released soon. Avicii also will produce additional versions of \u201cTaste the Feeling\u201d for Coke\u2019s UEFA EURO 2016 and Rio 2016 Olympic Games campaigns later this year.<\/p>\n<\/a><\/p>\n
\n<\/a><\/strong><\/span>
\nA\u00a0new audio signature\u00a0inspired by the sounds of enjoying a\u00a0Coca-Cola\u00a0(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 \u201cOpen Happiness\u201d campaign.<\/p>\n<\/a>