Coca Cola Taste The Feeling
Coca-Cola is running “Taste The Feeling”, an integrated advertising campaign bringing together Coca-Cola Light, Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life. The Coca Cola Taste The Feeling campaign underscores the company’s commitment to choice, offering consumers whichever Coca-Cola suits their taste, lifestyle and diet – with or without calories, with or without caffeine. The global push includes an anthem commercial, contextualised for different countries, and a set of television commercials, offer intimate glimpses into stories, feelings and moments people share while enjoying Coca-Cola. At the close of each spot, the family of Coca-Cola products unite under the iconic red Coca-Cola disc. Several alternate versions of the ads were produced with locally relevant casts and culturally relevant vignettes. Over 100 photographs have been used to create the print and outdoor elements of the Taste The Feeling campaign.
The Taste The Feeling Commercials
The campaign’s lead spot, “Anthem” features a series of vignettes that capture life’s everyday moments – such as ice-skating and hanging out with friends, a first date, a first kiss, and a first love – all linked by Coca-Cola with the new tagline, “Taste the Feeling.” The spot introduces an original song, “Taste the Feeling” featuring Conrad Sewell that celebrates the experience of drinking a Coca-Cola, any Coca-Cola.
“Under Pressure” was created to reflect the “24/7” nature of life for a teenager. Throughout the spot, Coca-Cola provides a moment to pause and release everyday tensions, reflecting on the notion that drinking an ice-cold Coca-Cola makes any moment more special. The spot is set to a cover version of Queen & David Bowie’s song, “Under Pressure.”
“Break Up” follows the journey of a young couple who romance each other, experience a break up and ultimately reconcile with Coca-Cola playing an intimate role at each stage of the relationship. The spot features the song “Made for You” with vocals by emerging artist Alexander Cardinale.
“Brotherly Love” captures the unique relationship between brothers, a universal story of love and conflict. Ultimately the younger brother finds himself without his Coca-Cola. The older brother comes to his rescue and they enjoy a special moment together. The spot features a new version of the hit song “Hey Brother” by Avicii.
Set in a supermarket, the spot romances the experience of drinking a Coca-Cola. When a handsome male shopper catches the attention of a female cashier, he pauses to refresh himself with an ice-cold Coca-Cola.
The “What is a Coca Cola for?” commercial begins in a restaurant on a hot day, with a young man ordering a Coca-Cola at the bar. While the bartender hands the Coke to him, we see a series of vignettes that represent why would he have a Coca-Cola. This is brought to life in a montage of “Taste the Feeling” moments spanning activities and emotions. The spot concludes with a simple comment by the young man, “I just love it.”
Music and Audio Signature
Music plays a key role in all “Taste the Feeling” communications. A song produced by Swedish artist and producer Avicii and featuring soulful singer Conrad Sewell serves as the “Taste the Feeling” campaign anthem. A first acoustic version by Sewell is being featured in various TV spots for the new campaign, including “Anthem”, and the lead single with Avicii will be released soon. Avicii also will produce additional versions of “Taste the Feeling” for Coke’s UEFA EURO 2016 and Rio 2016 Olympic Games campaigns later in 2016.
“Taste the Feeling” includes a new audio signature inspired by the sounds of enjoying a Coca-Cola – the pop of the cap, the fizz and, ultimately, refreshment. The mnemonic, created in partnership with Deviant Ventures, replaces the five-note melody featured in the “Open Happiness” campaign.
Taste The Feeling Photography
“Taste the Feeling” is anchored in more than 100 images shot by fashion photographers Guy Aroch and Nacho Ricci. The photos, which will be featured in print, outdoor, in-store and digital advertising. Each shot combines familiar Coca-Cola icons, like the contour glass bottle and red disk, with elements of both intimacy and mystery. Coca-Cola is central to each moment; without it, there is no story. Images are cropped in a way that closes in on the Coca-Cola bottle, while still telling a personal story. The images show a diverse cross-section of people from around the world enjoying “their” Coca-Cola in simple, everyday moments.
GIF The Feeling
A digital activation allows, online at gifthefeeling.com, users to insert three-second GIFs from a Coke microsite into social media to express feelings like refreshed, energized and bubbly. At the heart of the GIF the Feeling microsite is a two-minute interactive music video with various scenes displayed as three-second GIFs set to the “Taste the Feeling” music anthem. As fans watch the video, they will see 32 icons corresponding to emotions – from refreshed and energized, to cool and excited. At any point, the viewer can click into the clip, pull out a GIF and personalize it by text typing to express how they feel. They can then share their customized GIF on social media with the #TasteTheFeeling hashtag.
What was Coca-Cola thinking?
Chief Marketing Officer, Marcos de Quinto, explains the thinking behind the new campaign…
“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. “Taste the Feeling” will bring to life the idea that drinking a Coca-Cola – any Coca-Cola – is a simple pleasure that makes everyday moments more special. While Coke’s award-winning “Open Happiness” campaign leaned heavily on what the brand stands for over the last seven years, “Taste the Feeling” will feature universal storytelling with the product at the heart to reflect both the functional and emotional aspects of the Coca-Cola experience. We’ve found over time that the more we position Coca-Cola as an icon, the smaller we become. The bigness of Coca-Cola resides in the fact that it’s a simple pleasure – so the humbler we are, the bigger we are. We want to help remind people why they love the product as much as they love the brand.”
Rodolfo Echeverria, Vice President, Global Creative, Connections & Digital, explains the thinking behind the print campaign. The photos use a “Norman Rockwell Meets Instagram” visual style to capture authentic, unscripted moments in a contemporary way. We want to bring the brand closer to the people through these images. We also wanted to leave them open to interpretation, so in many cases a photo might not complete the narrative.
An international network of agencies is developing the “Taste the Feeling” work.
The Anthem spot was developed at Mercado McCann, Buenos Aires. The Break Up and Brotherly Love ads were developed at Santo. The Supermarket and What is a Coca Cola For? ads were developed at Sra. Rushmore, Madrid. The Under Pressure ad and Gif The Feeling elements were developed at Oglivy & Mather.
Six additional agencies will contribute creative as the campaign evolves.
Deviant Ventures handled overall music supervision and licensing for the campaign.