Revolution of the Coca-Cola brand
The motivation provided by Coca-Cola is clear and concise, without too much talk of words: "We have distracted consumers on different brand variants, it's time to go back to a single brand." How to say: Red, Light, Zero or Life, the important thing is that it is Coca-Cola. Marcos de Quinto, marketing director of the American giant, explains the goal of new communication choices: bringing all Coca-Cola products back to one brand strategy, a unique slogan that summarizes functional and emotional benefits.
In short, for the first time in the new global campaign “Taste the Feeling”, all the brands will be treated in the same way, they will be dealt with the same approach, united by a unique language. They will share the same scene, just as it really happens in a group of friends: there is the Red drink, Zero, Light. But that moment is nevertheless united by one word: Coca-Cola and a unique taste, unmistakable and well-known in every corner of the world. At the heart of the new campaign, a series of emotional images portraying moments of great feeling, pleasure and intimacy, where the many Coca-Cola brand products perfectly resemble.
The choice is clear: the sense of the message that is expressed by the scene does not change according to the color of the label with the word Coca-Cola. In short, it is unnecessary to diversify brand communication based on the product: the authenticity of the moments described has only one name, Coca-Cola. The rest no longer counts.