Free Trend Report Free 2019 Report & eBook

Get the top 100 trends happening right NOW -- plus a FREE copy of our award-winning book. Our Research Methodology

This article is one of 350,000 experiments. We use crowd filtering, big data and AI to identify insights.

Coca-Cola's 'Taste the Feeling' is the Brand's New Global Campaign

 - Jan 27, 2016
References: adage & creativity-online
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.