Coke – Global advertising under one brand

Coke – Global advertising under one brand

Coke – Global advertising under one brand – Impacts of previous advertising when the brands were separate


What is it that made Coca-Cola to shift its marketing strategy by trading the previous ‘ Open Happiness’ campaign which ran for the last 6 years, to a new global advertising – ‘Taste the Feeling’ – which focuses more on the product itself then the separate brands of the company.


With this new campaign, the focus is on the simplicity of the product, emphasizing the story and the feelings by showing Coca Cola as central to each moment, either if it is a wedding, the first date or just a friends gathering. It does not matter what brand of Coke is it, so long it is a ‘Coke’.


As per the words of The Chief Marketing Officer – Marcos De Quinto “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.”



By this approach, the company reinforces that Coca-Cola is for everybody, without dependence of which brand is it, with or without calories or with or without caffeine.  The mere fact of the enjoyment of drinking Coke has the power to make each moment special and unique.



In the previous campaigns which were more focus on the separate Coca Cola brands, there was a steady slowing down in the company’s revenue when the public preferred to move away from carbonated drinks to more healthier choices despite the iconic appeal of brands like Coca Cola Light, Coca Cola Diet, Coca Cola Life and Coca Cola Zero.



As a result, and a way to attract these same customers, the new campaign promotes mini -cans and mini-bottles and hopes that the unison of all Coke Trademark brands under its new Global Campaign will bring back the old fame to this great Market Giant.




Lee Stein
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