Understanding Coca-Cola's "One Brand" strategy
Stephen WhitesideWarc
In January 2016, Coca-Cola unveiled a new global "Taste the Feeling" creative campaign.
The decision to retire its long-running "Open Happiness" platform was taken, in part, because the Atlanta-based organization wanted to place a stronger emphasis on the functional benefits and emotional payoffs that come from drinking a can or bottle of Coke, rather than highlighting the underlying warm-and-fuzzy philosophy long associated with the product.
In spreading the word about taste, pleasure and similar factors, its initial repositioning campaign included:
- Ten TV spots developed by ten agencies
- More than 100...