27 Jul Coca-Cola Launches New Global Campaign “Taste the Feeling”
Coca-Cola launched the global “Taste the Feeling” campaign and announced its worldwide “One Brand” strategy in Zimbabwe in May 2016, marking a strategic shift for the Company and uniting the Coca-Cola family under the world’s number one beverage brand.
The Company’s Marketing Activations Manager, Vee Chibanda, at the event, which was held in Harare revealed that this marketing strategy, for the first time ever, unites all Coca-Cola brands (Coca-Cola, Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero, and Coca-Cola Life) under the iconic red Coca-Cola disc.
As a first phase, the global creative campaign, “Taste the Feeling” highlights how the hourglass-shaped drink makes every moment special.
“Every day, millions of people across Zimbabwe and around the world reach for an ice cold Coca-Cola,” said Ms Chibanda. “The new ‘One Brand’ approach will bring together all Coca-Cola Trademark products, reinforcing our commitment to offer our consumers’ choice with more clarity and showing how everyone can enjoy the specialness of an ice-cold Coca-Cola, with or without calories, based on their taste, lifestyle and diet.”
“We are very proud to be on the front line, marketing and bringing this innovative and outstanding campaign to life in Zimbabwe” said Tich Chipangura, National Sales Executive of Delta Sparkling Beverages, one of the two companies that bottles Coca-Cola in Zimbabwe.
Using a unique approach that leverages universal storytelling through Instagram-inspired imagery, the campaign celebrates the simple pleasure of drinking a Coca-Cola beverage, featuring the product at center stage.
“More than ever, we recognize people want their Coca-Cola in different ways. Whichever one they choose, they want a Coca-Cola brand with great taste and uplifting refreshment. Through our ‘One Brand’ strategy we will move away from multiple brand campaigns, to one single iconic brand campaign that celebrates both the product and the brand,” he added.
Celebrities, socialites and musicians including Oliver Mtukudzi, Jah Prayzah, Winky Dee, Tariro NeGitare, Amara Brown, Trevor Dongo and ExQ attended the high-energy launch function at the National Art Gallery, which featured large-format photographs of Coke signage from around Zimbabwe and the region.
“Taste the Feeling,” is rolling out at various times across all markets globally in 2016, coming to life in Zimbabwe from May, through a number of elements, including television commercials, campaign images, new visual identity system, new music anthem and audio signature as well as a shareable and customizable interactive digital experience.
For more information, to see the commercials and view the campaign images, please visit www.coca-colacompany.com/tastethefeeling.
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, one of the world’s most valuable and recognizable brands, the Company’s portfolio features 20 billion-dollar brands including, Diet Coke, Fanta, Sprite, Coca-Cola Zero, Vitamin Water, POWERADE, Minute Maid, Simply, Georgia, Dasani, FUZE TEA and Del Valle. Globally, they are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy these beverages at a rate of 1.9 billion servings a day. With an enduring commitment to building sustainable communities, the Company is focused on initiatives that reduce their environmental footprint, support active, healthy living, create a safe, inclusive work environment for all associates, and enhance the economic development of the communities where they operate. Together with their bottling partners, they rank among the world’s top 10 private employers with more than 700,000 system associates.
For more information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo, visit our blog, Coca-Cola Unbottled, at www.coca-colablog.com or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company. For media inquiries please contact:
Vee Chibanda, Marketing Activations Manager on +263 77 214 3109 or email@example.com