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
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Bow-Shaped Soda Labels
Rewarding Selfie Apps
Branded Soda Headquarters
Cranberry Christmas Sodas
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