Ever since I can remember Coca Cola has been the number 1 brand in soft drinks. Oh, you have your other brands and flavors but in a pinch people will always go back to the classic, Coca Cola. Every decade or so Coca Cola launches a new campaign and this 2016 they have unveiled a campaign aimed at celebrating moments made more special with the simple pleasure of drinking Coca-Cola.
The global campaign first launched in Paris on January 19 featuring its newest tagline “Taste the Feeling™” which fully embodies the uplifting refreshment of drinking Coke –whether it be your Coca-Cola, Coke Zero, or Coke Light.
A cold bottle of Coca Cola on a hot summer day always does the trick doesn’t it? Come to think of it, a cold bottle on any day makes you feel refreshed and satisfied.
“Every day, millions of people around the world reach for an ice cold Coca-Cola,” said Marcos de Quinto, Chief Marketing Officer, 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.”
It was a collaboration of talented minds that brought about this new campaign zeroing in on what makes every moment special. Whether it be being with a loved one or getting that alone time, having a bottle of ice cold Coca Cola makes your day.
Starting the program off were hosts funny man Sam YG and the pretty Iya Villania.
“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,” says Stephan Czypionka, Vice President for Marketing, Coca-Cola Philippines.
It was a treat to go back in time to previous campaigns. I loved when they released cans of Coca Cola with sweet nothings and names on them. I scoured the stores looking for Babe but hey, Coca Cola can do that to you!
One of the beloved brand ambassadors for Coca Cola was Gary Valenciano and he made a personal appearance and sang and dance to Di Bale Na Lang Kaya, a Filipino favorite! Have to admit, he’s still got the moves.
The newest ambassadors were also unveiled and are 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.
So how did they do it? Well, Coca-Cola 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 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.
“We are introducing a new approach to continue the brand’s long legacy of great visual storytelling,” said James Sommerville, VP Global Design. “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.”
The new campaign also features images shot by noted fashion photographers Guy Aroch and Nacho Ricci capturing people from around the world enjoying ice-cold Coca-Cola in a variety of everyday moments. The new campaign imagery will be used in print advertising, out of home billboards, in-store as well as digital media.
Music, being the main passion point for teens, takes center stage in the new campaign. 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. 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.
Coca-Cola will also go around some of the biggest colleges, universities, and tambayans in the country to turn more ordinary moments extra special. One of the biggest activations that teens should look forward to is 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.
Exciting activities are also lined-up for the rest of the year that will uplift ordinary days and bring refreshing moments throughout the country. We are also giving out millions of free Coca-Cola (say what?!) so we can make millions of moments special.