Throughout the 130-year existence of Coca-Cola, it has launched numerous memorable campaigns for its most iconic product Coke. Last January 21st, it unveiled its newest global campaign "Taste the Feeling" during a momentous celebration held at The Peninsula Manila. It was a celebration made more special with the simple pleasure of drinking Coca-Cola.

Taste the Feeling Global Campaign

The global campaign was first rolled out in Paris last January 19 featuring the newest tagline “Taste the Feeling™ which fully embodies the uplifting refreshment of drinking Coke – whether it be your Coca-Cola, Coke Zero, or Coke Light. In this newest campaign,Coca-Cola brings to life everyday moments through great universal storytelling and rich visual imagery – placing the product at the heart of its communications. According to Marcos de Quinto, Chief Marketing Officer of The Coca-Cola Company, “The new global approach is a powerful investment behind all Coca-Cola products, showing how everyone can enjoy the specialness of an ice-cold Coca-Cola, with or without calories, with or without caffeine.”


Continuing the Legacy of Coca-Cola

Stephan Czypionka, Vice President for Marketing, CocaCola Philippines, provided the audience with an enlightening background of the Coca-Cola presence in the Philippines. I learned that the company has been in the country for 104 years, being the first venture of the brand outside the US. He says that “Taste the Feeling makes Coca-Cola the hero of our advertising again. The new campaign is all about capturing both the functional and emotional traits of Coca-Cola – the uplifting refreshment of drinking our product and how having a Coke makes any moment more memorable and more special”.  



Beyond Generations

By virtue of Coca-Cola's extensive and enduring presence in the country, it is not surprising that the patronage for the brand goes beyond a specific generation. Therefore, the campaign launch is a fitting occasion to past the torch from a previous generation to the present. This is exactly what happened when Gary Valenciano, one of the popular endorsers of the brand, passed it on to up and coming young stars in the entertainment world as the newest brand ambassadors.


Music and Photography

Music, being the main passion point for teens, takes center stage in the new  campaign. Coca-Cola tapped Avicii to produce a remixed version of the “Taste the Feeling™” campaign anthem featuring Conrad Sewell, and he will produce versions of the song for the UEFA EURO 2016TM and the Rio 2016 Olympic Games™ campaigns. The new campaign also features images shot by noted fashion photographers Guy Aroch and Nacho Ricci capturing people from around the world enjoying ice-cold Coca-Cola in a variety of everyday moments. 


Lined-up Activities

Coca-Cola will go around some of the biggest colleges, universities, and tambayans in the country to turn more ordinary moments extra special. One of the biggest activities that teens should look forward to is the roll out of the Coca-Cola Emoticons – a cool and fun way of tasting and sharing the feeling of drinking Coca-Cola with buddies and friends.
   
Exciting activities are also lined-up for the rest of the year that will uplift ordinary days and bring refreshing moments throughout the country. Millions of free Coca-Cola will be given away to make millions of moments special.  

The campaign also marks the consolidation of all Coca-Cola trademark products like CocaCola, Coca-Cola Light, Diet Coca-Cola, and Coca-Cola Zero under a ‘One Brand’ campaign approach. “Taste the Feeling™” replaces “Open Happiness™” which has been used by Coca-Cola for the past seven years. Since 1886, there have been 45 taglines before “Taste the Feeling™”. 




For more information about the new campaign of Coca-Cola, visit www.TastetheFeeling.Coca-Cola.com or the Facebook page of Coca-Cola Philippines.