Coca-Cola unveils new global campaign with live music performance

Coca-Cola revealed its new 'one brand' global marketing strategy and accompanying anthem at an event with singer Conrad Sewell in Paris yesterday (19 January).

Conrad Sewell performed the new Taste the Feeling campaign song
Conrad Sewell performed the new Taste the Feeling campaign song

The event saw Sewell perform Taste the Feeling, the melody that features in the brand's new television ads, in front of an audience. 

The name also refers to the tagline of the new campaign, which sees Coca-Cola, Coca-Cola Light/Diet Coke, Coca-Cola Zero, and Coca-Cola Life united under the one brand.

Coca-Cola teamed up with Avicci to develop the Taste the Feeling song, and the DJ is also behind the music that features in the campaign’s interactive digital experience, Gif The Feeling.

The shareable and customisable experience enables consumers to type in how they are feeling, at which point a bespoke moving image will appear for download.

Coca-Cola plans to create additional versions of the experience as part of its Euro 2016 and Rio Olympics campaigns. 

While the campaign includes television, digital and billboards, information about additional interactive and/or experiential elements is yet to be revealed. 

Agencies Mercado-McCann, Santo, Sra. Rushmore and Ogilvy & Mather have worked on the campaign thus far, with another six agencies to lend their expertise in due course. 

Marcos de Quinto, chief marketing officer at Coca-Cola, said: "We are reinforcing that Coca-Cola is for everybody. Coca-Cola is one brand with different variants, all of which share the same values and visual iconography.

"People want their Coca-Cola in different ways, but whichever one they want, they want a Coca-Cola brand with great taste and refreshment."

More: Brand Slam: Coca-Cola vs. Pepsi Max

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @brea__carter

Have your say

Only registered users may comment. Sign in now or register for free.

Follow us

Latest Event Jobs

Venue Search

close this