Coke unveils 'one brand' strategy

20 Jan 2016

At an event in Paris, Coca-Cola revealed a new 'One Brand' global marketing strategy that, for the first time ever, unites Coca-Cola, Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero, and Coca-Cola Life in one global creative campaign, "Taste the Feeling."

Coke unveils 'one brand' strategy

At an event in Paris, Coca-Cola’s Chief Marketing Officer, Marcos de Quinto, revealed a new 'One Brand' global marketing strategy that, for the first time ever, unites Coca-Cola, Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero, and Coca-Cola Life under the Coca-Cola brand positioning in one global creative campaign, "Taste the Feeling."

The 'One Brand' Strategy is said to:

Extend the global equity and iconic appeal of original Coca-Colaacross the Trademark, uniting the Coca-Cola family under the world’s number one beverage brand.

Come to life in a global campaign – "Taste the Feeling" – that uses universal storytelling and everyday moments to connect with consumers around the world.

Feature the product at the heart of the creative, celebrating the experience and simple pleasure of drinking a Coca-Cola, any Coca-Cola.

Underscore the company’s commitment to choice, allowing consumers to choose whichever Coca-Cola suits their taste, lifestyle, and diet.

"Every day, millions of people around the world reach for an ice cold Coca-Cola," said de Quinto. "The new 'One Brand' approach will share the equity of Coca-Cola, across all Coca-ColaTrademark products, reinforcing our commitment to offer consumers choice with more clarity. This 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."

"More than ever, we recognize people want their Coca-Cola in different ways, but whichever one they want, they want a Coca-Cola brand with great taste and uplifting refreshment. Through the 'One Brand' strategy we will move away from multiple brand campaigns, to one single iconic brand campaign that celebrates both the product and the brand."

"Taste the Feeling," will roll out at various times across all markets globally.