Coca cola’s “One brand” approach with it’s “Taste the feeling’ campaign

It all started in the year 2009 when Coke launched it’s ‘Open Happiness” campaign in markets around the world with the aim of increasing sales of aerated beverages of the Coca-Cola Company. At a time when the weakened economy was sapping soft drink sales, the “Open Happiness” campaign invited people around the world to refresh themselves with a Coke and continue to enjoy the simple pleasures of life. Commenting on the campaign launch Joe Tripodi, chief marketing officer, The Coca-Cola Company said, “Throughout its history, Coca-Cola has always tried to express a refreshingly positive view of the world. Open Happiness builds on that heritage, recognizing that even with the difficulties and stress of modern-day life there still are opportunities, every day, to find a moment to recognize life’s simple pleasures. This new campaign reminds people that Coke is always there to offer that small moment of fun and refreshment when you need it.” 

“Open Happiness” campaign invited people around the world to refresh themselves with a Coke and continue to enjoy the simple pleasures of life. But after seven years of the campaigns success the company felt that the campaign has become to preachy and therefore is missing out on the foremost proposition of simply enjoying a thanda Coke on a hot day. So Coke decided to discontinue its “Open Happiness” campaign and replace it with a new global campaign called “Taste the Feeling”.

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Coke has adopted a “one-brand” approach as a strategic branding decision that will bring it’s multiple brands under one umbrella  with a single campaign, rather than running separate campaigns for diet coke and Coke Zero. The new campaign will take Coke in a new, more humble direction. The campaign has been spearheaded by The Ogilvy New York, Sra. Rushmore of Madrid, Santo of Buenos Aires and Mercado-McCann of Argentina. “Taste the Feeling” campaign which puts Coke at the center of ordinary moments not only includes 10 TV spots, digital, print and retail campaigns but also has a new audio brand signature tune.

Well as I see it, Coke has a marketing challenge in hand to invest heavily into its new campaign with focus on smaller packages that are more profitable (5 Rs Coke), as more and more customers around the world are reducing their sugar intakes.

Well with the product as the lead Hero let’s see how the consumers respond to the “Taste the feeling” campaign and how it translates into more sales for the Coke brand.