Coca-Cola is embarking on the biggest change ever to its marketing operations through a new global marketing and brand strategy.
The move will unify its four core brands. Previously, each of the brands Coke Zero, Diet Coke, Coke Life and Coca-Cola have been marketed as separate brands, but they will now fall under one single marketing strategy and budget. The shift will come into effect in Australia this year, according to AdNews.
“Every day, millions of people around the world reach for an ice cold Coca-Cola. The new ‘One Brand’ approach will share the equity of Coca-Cola, across all Coca-Cola Trademark products, reinforcing our commitment to offer consumers choice with more clarity,” Coke's global CMO Marcos de Quinto said.
“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 replace the 'Open Happiness' slogan which the brand has been using internationally since 2009.
A series of 10 global ads has been created, according to AdNews, three of which will air in Australia as part of a multimillion dollar, cross platform campaign.
