# Unified Soda Campaigns Coca-Cola's 'Taste the Feeling' is the Brand's New Global Campaign By Christopher Magsambol | Published 2016-01-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/taste-the-feeling References: [creativity-online](http://creativity-online.com/work/cocacola-taste-the-feeling-anthem/45123) & [adage](http://adage.com/article/cmo-strategy/coke-debuts-taste-feeling-campaign-strategic-shift/302184/) [Coca-Cola](https://www.trendhunter.com/trends/cocacola-family) 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](https://www.trendhunter.com/trends/diet-coke-retro-lime) and [Coke Zero](https://www.trendhunter.com/trends/cocacola-oreo-zero-sugar-limited-edition) 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. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 44% | Activity: 59% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Integrated Brand Campaigns:** Opportunity for companies to unify their products or services into one cohesive brand campaign. - **Interactive Digital Components:** Potential for brands to engage consumers through interactive digital experiences, such as GIF creation and social media sharing. - **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. ### Where This Applies - **Beverage Industry:** Opportunity for beverage companies to reposition their brands and messaging to resonate with health and cost-conscious consumers. - **Advertising Industry:** Potential for advertising agencies to develop integrated brand campaigns that effectively communicate a cohesive message across multiple products. - **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. ## Related on Trend Hunter - [AI-Integrated Soda Campaigns](https://www.trendhunter.com/trends/pepsi-the-sweetest-campaign.md) - [Refreshing Basketball-Themed Beverage Campaigns](https://www.trendhunter.com/trends/beverage-campaign.md) - [Artistic Multi-Beverage Ads](https://www.trendhunter.com/trends/cocacola-family.md) - [Soccer Soda Brand Campaigns](https://www.trendhunter.com/trends/world-cup-marketing-campaign.md) - [Gen Z Soda Campaigns](https://www.trendhunter.com/trends/enjoy-the-moment-with-a-cocacola.md) - [Whimsical Uplifting Soda Campaigns](https://www.trendhunter.com/trends/its-magic-when-the-world-comes-together.md) - [Summer Soda Brand Campaigns](https://www.trendhunter.com/trends/turn-up-refreshment.md) - [AR Sampling Advertisements](https://www.trendhunter.com/trends/sampling-billboard.md) - [Sensorial Soda Campaigns](https://www.trendhunter.com/trends/hurts-real-good.md)