Coca-Cola announced that it is abandoning its 'Open Happiness' campaign for a new global project called 'Taste the Feeling.' The forthcoming advertisements will feature a singular brand approach that integrates all of Coke's products, like Diet Coke and Coke Zero into one campaign, rather than running separate spots.
The decision comes as the soda industry continues to struggle, which has been affected by the rise of health and cost-conscious consumers. Taste the Feeling has a simple message and places Coke at the center of ordinary moments, like a first kiss and ice skating with friends. The new project will also include an interactive digital component by Ogilvy, where users can insert a three-second GIF from a Coke microsite to be published on social media.
Unified Soda Campaigns
Coca-Cola's 'Taste the Feeling' is the Brand's New Global Campaign
Trend Themes
1. Integrated Brand Campaigns - Opportunity for companies to unify their products or services into one cohesive brand campaign.
2. Interactive Digital Components - Potential for brands to engage consumers through interactive digital experiences, such as GIF creation and social media sharing.
3. Addressing Health and Cost-conscious Consumers - Chance for businesses to adapt their offerings to appeal to health-conscious consumers and cost-conscious consumers in the soda industry.
Industry Implications
1. Beverage Industry - Opportunity for beverage companies to reposition their brands and messaging to resonate with health and cost-conscious consumers.
2. Advertising Industry - Potential for advertising agencies to develop integrated brand campaigns that effectively communicate a cohesive message across multiple products.
3. Social Media Industry - Chance for social media platforms to capitalize on interactive digital components by partnering with brands to facilitate user-generated content creation and sharing.