“Taste the Feeling™” – Coca-Cola’s Newest Global Campaign


I am one of the avid fans of Coca-Cola TV Commercials.  I am always excited to watch out for every Coca-Cola’s newest Ad campaign because they seem colorful, really entertaining and touches the heart of every viewer. Actually, what I love most is their “Open Happiness” Ad campaign and of course, who doesn’t like Coca-Colas’ Christmas TVCs?

Coca-Cola seems to launch the most powerful, moving commercials on TV that depicts values and sends clear messages where everybody can relate – from celebrating special moments to spending quality and fun time with friends and families. Coke has always been present during these important events in our lives.

Speaking of TV Commercials of Coca-Cola, they have recently unveiled another global campaign in Paris last January 19, 2016 that featured their newest tagline “Taste the Feeling™,” This newest campaign of Coca-Cola fully represents the great feeling of quenching our thirsts with Coca-Cola products such as Coke Zero, or Coke Light.

According to the Chief Marketing Officer of The Coca-Cola Company, Mr. Marcos de Quinto, “Every day, millions of people around the world reach for an ice cold Coca-Cola… 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.

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With Coca-Cola’s latest ad campaign, “Taste the Feeling”, the company aims to bring to life the everyday moments we experience through great universal storytelling and rich visual imagery, while putting the product at the heart of its communications. Stephan Czypionka, the Vice President for Marketing of Coca-Cola Philippines also added that, “Taste the Feeling makes Coca-Cola the hero of our advertising again. The new campaign is all about capturing both the functional and emotional traits of Coca-Cola – the uplifting refreshment of drinking our product and how having a Coke makes any moment more memorable and more special”.

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To make this campaign effective, Coca-Cola sought the contributions of certain experts from various agencies, distinguished fashion and commercial photographers, three independent artists, and then teamed up with a well-known songwriter and producer to showcase both in visual and through music the daily experiences of ordinary people sharing their stories, feelings and experiences while enjoying that moment with an ice-cold Coca-Cola. This creative campaign of Coca-Cola, anchored with the Spencerian script, the red disc and the iconic glass bottle, brings a new visual and auditory experience for the consumers, while still featuring authentic and real moments of authentic people. This is to continue the legacy of Coca-Cola.

The lead television spot, “Anthem,” comes to life through a series of ordinary moments linked together by enjoying those events with Coca-Cola. Some of the ordinary moments but deemed important in our daily lives are ice-skating with friends, a first date, a first kiss, and of course, a first love, among others. The soundtrack to “Anthem” is an original song titled “Taste the Feeling™.” Because teens are now indulge in music, it was made the center of this the new campaign to reach out to younger generations.

In selected markets Coca-Cola campaign song features the voice of Conrad Sewell, who is a London-born, Australia-raised singer featured in the breakout single “Firestone,” which produced 300 million Spotify streams and 3 million-plus worldwide sales.

Coca-Cola also unveiled a new audio signature – the opening of the fridge, the unmistakable fizzing on ice, the cheers and clinking of glasses, the quenching sip, and the irresistible ahhh at the end, which are always associated with Coke commercials. They also worked with Avicii to produce a remixed version of the “Taste the Feeling™” campaign anthem featuring Conrad Sewell and produce versions of the song which will be used for the UEFA EURO 2016™and the Rio 2016 Olympic Games™ campaigns.

This new TVC also features images taken by notable fashion photographers Guy Aroch and Nacho Ricci. The shots captured the people from around the world who enjoyed ice-cold Coca-Cola in their everyday moments. These images will be used in print advertising, out of home billboards, in-store as well as digital media while the interactive digital experiences of consumers are made up of different GIF scenes that reflect various feelings related to the tagline “Taste the Feeling™”, which can be customized or personalized to fit the users current mood then share it on various social media  platforms using this: #TasteTheFeeling.

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James Sommerville, VP Global Design mentioned that they “…are introducing a new approach to continue the brand’s long legacy of great visual storytelling” and he also added that “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.

Philippine Launch In the Philippines

Held at the Manila Peninsula, Coca-Cola revealed their newest ambassadors, which featured the hottest love teams now in the country; they are Alden Richards and Maine Mendoza, James Reid and Nadine Lustre, and Enrique Gil and Liza Soberano. To complete the list are Enchong Dee, Janella Salvador, Bailey May and Ylona Garcia.

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Coca-Cola will also go around in some of the school campuses, as well as, tambayans in the country, and turn people’s ordinary experiences into something special. Teens have also something to look forward to as Coca-Cola will start to launched the Coca-Cola Emoticons, which are commonly used now in social media to express one’s feelings.

In addition, Coca-Cola will hold exciting activities for the whole year to uplift ordinary days and bring refreshing moments throughout the country. Millions of free Coca-Cola will also be given to make people’s moments extra special.

Coca-Cola trademark products like Coca-Cola, Coca-Cola Light, Diet Coca-Cola, and Coca-Cola Zero are consolidated under this ‘One Brand’ campaign approach. The “Taste the Feeling™” campaign will now replace the “Open Happiness™” campaign of Coca-Cola. Open Happiness has been the signature tagline of this company for around seven (7) years. 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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Mommy Iris

I'm a lifestyle and mommy blogger from the Philippines. Pinay Ads was created to share bits and pieces of my life and my family. I have a wide array of interests that include entertainment, movies, music, gadgets, traveling, food, baking, and more. So, I hope you’ll stick around and enjoy reading!

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