Coca-Cola has announced the “One Brand” global Marketing strategy that places all the Coke trademark brands under one umbrella. Chief Marketing Officer Marcos de Quinto of Coca-Cola Global stated:
The strategy extends the equity and iconic appeal of the world’s No. 1 beverage brand to Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life. It also underscores the company’s commitment to choice, offering consumers whichever Coca-Cola suits their taste, lifestyle and diet – with or without calories, with or without caffeine.
“One Brand” is a great move by Coca-Cola as they now recognize the classic beverage is less about being an ‘everyday’ drink and instead a product that reflects a lifestyle and shares in our special occasions. Growing up in the 90’s, Coca-Cola was a brand that I connected with mass quantity and consumption. It was everywhere, it tasted good, and felt like it was just something I would drink, wherever, and whenever. With diet and health being at the forefront of every consumer’s mind today, Coke just doesn’t have a place at every moment – it should be an occasional beverage. When the brand is consumed less frequently, each moment it is consumed becomes more precious and memorable.
“Taste the Feeling” is the accompanying slogan for the campaign. According to the official press release:
“Taste the Feeling” will bring to life the idea that drinking a Coca-Cola – any Coca-Cola – is a simple pleasure that makes everyday moments more special. While Coke’s award-winning “Open Happiness” campaign leaned heavily on what the brand stands for over the last seven years, “Taste the Feeling” will feature universal storytelling with the product at the heart to reflect both the functional and emotional aspects of the Coca-Cola experience.
Consumer’s are given a choice, and that is always welcome. Coca-Cola should steer away from involving itself with health-related initiatives – it’s too much of an uphill battle to fight when consumers already know the truth about sugary, carbonated beverages.
This campaign will also help consumers understand the real differences between each Coke brand, and the packaging will highlight the benefits of each variant. What’s the difference between each beverage anyway?
Coca-Cola : the Classic!
Coca-Cola Life: reduced-calorie sparkling beverage sweetened with cane sugar and stevia leaf extract so it has 35 percent fewer calories
Coca-Cola Zero: zero calories, and sweetened aspartame and acesulfame potassium. The taste is designed to be indistinguishable from regular Coca-Cola. Interesting fact: It was originally marketed to men, as it was perceived that diet drinks were associated to women.
Coca-Cola Light or Diet Coke: zero calories, sweetened with aspartame, and has a different formula and taste profile altogether.
Every Coke shares the same message. When Coke Zero was introduced in 2005, I was confused on how it contained no calories, yet different from Diet Coke. Each brand had a different personality and it was odd as I wasn’t sure which brand was targeting whom? With the consolidation of brands, it cleans up Coke’s portfolio and reduces the number of brand messages they put onto their consumers.
Overall I believe this campaign to be a great step forward for Coca-Cola. I look forward to how they roll everything out in 2016!
Also, a launch video:
Official Press Release and photos from: http://www.coca-colacompany.com/tastethefeeling/