Many of us grew up drinking Coca-Cola, it being the one of the most iconic beverages of all time. A couple of days ago, the brand unveiled a new global communications campaign that reaffirms how celebrating moments can be made more special simply by having a bottle of the refreshing drink.
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| new campaign imagery, see all photos here |
Dubbed "Taste the Feeling™," the campaign fully embodies the uplifting refreshment of drinking Coca-Cola, Coke Zero, or Coke Light through great universal storytelling and rich visual imagery. According to Marcos de Quinto, Chief Marketing Officer of The Coca-Cola Company, "The new global approach 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."
With the product at the heart of its communications, Taste the Feeling™ spotlights Coca-Cola as the hero of their advertising efforts, capturing both its functional and emotional traits. "[It's about] how having a Coke makes any moment more memorable and more special,"described Stephan Czypionka, Vice President for Marketing, Coca- Cola Philippines.
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| Coca-Cola Philippines' Stephan Czypionka |
To fully illustrate both in visual and through music intimate glimpses into everyday stories, feelings and experiences that people share while enjoying an ice-cold Coca-Cola, the company gathered global creative minds from different agencies, commissioned distinguished fashion and commercial photographers, partnered with three independent artists, and collaborated with a renowned songwriter and producer to come up with beautiful visual and auditory materials.
The creative campaign is anchored in the fundamentals of the Coca-Cola brand - the Spencerian script, the red disc and the iconic glass bottle - to provide a sensorial experience for consumers featuring authentic and real moments, a continuation of the long legacy of Coca-Cola.
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| classic Coke bottle |
Keep your eyes and ears open for "Anthem," the lead television spot that comes to life through a series of ordinary moments linked by a Coca-Cola, such as ice-skating with friends, a first date, a first kiss, and a first love. The soundtrack to this TVC is an original song titled "Taste the Feeling™." We heard it sang by Gary Valenciano during the dinner held at Peninsula Manila and the sound is really foot-tapping good!
In this campaign, music takes center stage, considering how it is a main passion point for teens. Coca-Cola worked with Music Dealers to write and produce the song. In select markets, the song features the voice of one of the world’s rising music stars and an artist to watch for in 2016 -- Conrad Sewell, a London-born, Australia-raised singer featured in the breakout single "Firestone," which produced 300 million Spotify streams and 3 million-plus worldwide sales.
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| Gary V performing with his signature dance moves |
Following a partnership that started in 2014, Coca-Cola likewise tapped Avicii to produce a remixed version of the "Taste the Feeling™" campaign anthem featuring Sewell, and he will produce versions of the song for the UEFA EURO 2016™ and the Rio 2016 Olympic Games™ campaigns.
Another thing to look forward to is the unveiling of a new Coca-Cola audio signature that makes use of sounds associated to drinking Coke such as the opening of the refrigerator, the unmistakable fizzing on ice, the cheers and clinking of glasses, the quenching sip, and the irresistible ahhh at the end.
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| the Taste the Feeling launch was hosted by Sam YG and Iya Villania-Arellano |
New campaign imagery, to be showcased via print advertising, out of home billboards, in-store as well as digital media, features images shot by noted fashion photographers Guy Aroch and Nacho Ricci captures people from around the world enjoying ice-cold Coca-Cola in a variety of everyday moments.
Set to the "Taste the Feeling™" anthem, there will be shareable and customizable interactive digital experiences made up of different GIF scenes that reflect feelings associated with drinking Coca-Cola. Users can pull a GIF scene directly from the microsite, personalize the scene with real-time feelings, and share it on social platforms using the #TasteTheFeeling hashtag.
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| Morissette Amon |
James Sommerville, VP Global Design, said they are introducing a new approach to continue the brand’s long legacy of great visual storytelling. "The photography features human moments that blur the boundaries between who people are and what they love to do. In all the creative, Coca-Cola plays a lead role in the scene, enhancing the color, texture and emotion of the images. Every interaction is unique and made more special through the enjoyment of a Coca-Cola, any Coca-Cola."
In the Philippines, Coca-Cola's newest ambassadors is headlined by the country’s hottest love teams such as Alden Richards and Maine Mendoza, James Reid and Nadine Lustre, and Enrique Gil and Liza Soberano. Completing the 10 ambassadors are Enchong Dee, Janella Salvador, Bailey May, and Ylona Garcia. During the launch, guests were also entertained by impressive performances by Morissette Amon and Sam Concepcion.
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| Sam Concepcion |
To turn more ordinary moments extra special, Coca-Cola will be visiting some of the biggest colleges, universities, and tambayans in the country. Teens should look forward to the roll out of the Coca-Cola Emoticons – a cool and fun way of tasting and sharing the feeling of drinking Coca-Cola with buddies and friends.
There are also other exciting activities lined-up for the rest of the year to uplift ordinary days and bring refreshing moments throughout the country. Millions of free Coca-Cola will also be given away to help make millions of moments special.
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| Coca Cola Philippines' newest brand ambassadors |
The campaign also marks the consolidation of all Coca-Cola trademark products like Coca-Cola, Coca-Cola Light, Diet Coca-Cola, and Coca-Cola Zero under a ‘One Brand’ campaign approach. "Taste the Feeling™" replaces "Open Happiness™"which has been used by Coca-Cola for the past seven years. Trivia: since 1886, there have been 45 taglines before "Taste the Feeling™".
For more information about the new campaign of Coca-Cola, visit www.TastetheFeeling.Coca-Cola.com or the Facebook page of Coca-Cola Philippines.
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