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Coke launches 'One Brand' strategy

News, 20 January 2016
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PARIS: Coca-Cola has unveiled a new global marketing strategy that will unite the four variants of the soft drink brand under a single brand positioning.

Ten months after Coca-Cola's European division announced it would no longer treat Coca-Cola, Diet Coca-Cola, Coca-Cola Zero, and Coca-Cola Life as separate brands, the same approach is being rolled out around the world in the Taste the Feeling campaign.

"Through the 'One Brand' strategy we will move away from multiple brand campaigns, to one single iconic brand campaign that celebrates both the product and the brand," said Marcos de Quinto, chief marketing officer at The Coca-Cola Company.

"This is a powerful investment behind all Coca-Cola products," he continued, "showing how everyone can enjoy the specialness of an ice-cold Coca-Cola, with or without calories, with or without caffeine."

The new campaign – which is rolling out at different times in different markets – will feature ten TV commercials, more than 100 campaign images which will be used in print advertising, out of home billboards, in-store and digital media, new music and an audio signature as well as customisable and shareable interactive digital experiences.

The last of these is made up of different GIF scenes that reflect feelings associated with drinking Coca-Cola set to the "Taste the Feeling" anthem. Users can pull a GIF scene directly from the microsite, personalise the scene with real-time feelings, and share it on social platforms with the hashtag #TasteTheFeeling.

Speaking at an event in Paris, reported by Marketing Week, de Quinto argued that the new strategy would offer the brand "more balance" and suggested the previous approach had "created some distortions" as to what the main brand was.

"Now we're going to have one brand with multiple variants," he stated.

"When you're a big brand it is important to avoid erratic behaviour," he added. "Disney is an example of consistency as you realise they are always talking consistently about the same story. We want to be true to our story in the same way."

Data sourced from Coca-Cola, Marketing Week; additional content by Warc staff

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