Understanding Coca-Cola's "One Brand" strategy

This event report outlines Coca-Cola's "One Brand" strategy, which seeks to take a more holistic approach to marketing the four main variants of the soft drink.

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...

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