Coca-Cola unveils new campaign

LAHORE: Coca-Cola unveiled its new campaign "Taste the Feeling" by replacing its seven-year-old slogan, "Open Happiness," as part of its plan to unite the company's brands globally.

The company has decided to position its various brands—Diet Coke and Coke Zero, for instance — within a "one brand" approach, all featuring "Taste the Feeling" tagline.

It marks the first time the beverage giant's brands have used one cohesive marketing strategy.

On the launch event, Coca-Cola Company Chief Marketing Officer Marcos de Quinto said that the launch of the “One Brand” strategy is an important part of Coke’s growth strategy.

The new approach signifies an increase in marketing investment and represents more impact per dollar invested, as a result of uniting Coca-Cola variants under one brand, positioning in one global marketing campaign, he said, adding that this is a powerful investment behind all Coca-Cola products, enabling the company to market their brands in an efficient and effective way.

“Every day, millions of people around the world reach for an ice cold Coca-Cola. The new ‘One Brand’ approach will share the equity of Coca-Cola across its all trademark products, reinforcing our commitment to offer consumers choice with more clarity.”

“This is a powerful investment behind all our products, showing how everyone can enjoy the specialness of an ice-cold Coca-Cola, with or without calories, with or without caffeine”, Quinto added.