"Taste The Feeling": Coca-Cola new global campaign.


  • Location: Catania
  • Category: News
  • Date: 17/02/2016

For the first time ever, all Coca-Cola brands will be brought together under a single global creative campaign. The new "one brand" approach has been developed to extend to Coca-Cola light, Coca-Cola Zero and Coca-Cola Life the iconic appeal of the brand number one in the world.
"Taste the feeling" will adopt a universal method to describe and explain the concepts, placing the product at the center of everything, to reflect the functional and emotional aspects of the experience offered by Coca-Cola. The campaign -being launched worldwide during the 2016- uses a storytelling to tell authentic stories and experiences, to celebrate what you feel when you try drinking a cold Coca-Cola.
The real protagonist is in just the drink that is placed in a central position in each component: an emotional communication product. "Taste The Feeling" also aims to offer consumers  the Coca-Cola that best suits their tastes, their lifestyle, with or without calories, with or without caffeine.

Drink a Coca-Cola -one of several Coca-Cola more available-  is a pleasure that makes special some moments of the day.
An international network of agencies is developing the contents of "Taste the Feeling" by producing a first series of television commercials, and digital and paper-based communication. The TV commercials offer a closer look at the stories, feelings and universal moments  that  people share while enjoying a Coca-Cola. At the end of each spot, all the "Coca-Cola family" converges united under the iconic red disc.

The communication campaign opens with "Anthem" spot which shows a series of moments linked by a Coca-Cola, for example skating with friends, the first date, the first kiss and the first love.

Distinctive soundtrack of the campaign "Taste the Feeling" is a song by Conrad Sewell; Avicii, who has been collaborating with The Coca-Cola Company, has played an important role in the development of the reference song "Taste the Feeling". In fact  he will produce more versions for the Coca-Cola campaigns for UEFATMEURO 2016 and the Olympic Games in Rio 2016TM..
"Taste the Feeling" is told also by a compelling visual storytelling made  of more than 100 images taken by renowned fashion photographer Guy Aroch and Nacho Ricci. In these photos (which will appear in the world press, outdoor, in stores and online) Coca-Cola is the focus at all times and, without it, there is no story. The pictures show a very varied assortment of people from all over the world drinking "their" Coca-Cola in their simple everyday life moments.
The campaign "Taste the Feeling" will be launched globally throughout 2016 and 2017.

"Taste The Feeling": Coca-Cola new global campaign.
  • "Taste The Feeling": Coca-Cola new global campaign.