The Coca-Cola Company is back with a global marketing strategy. For the first time ever, each individual Coca-Cola brand will be united at a global level by a single creative campaign: “Taste the Feeling”.
The idea was inspired by the need to emphasise the iconic appeal of each Coca-Cola product: Coca-Cola Light, Coca-Cola Zero and, new entry to the Italian market, Coca-Cola Life.
The campaign focuses on the “emotional marketing of the product” explained Rodolfo Echeverria – Vice President and Global Creative and Content Officer.
Throughout 2016, we will witness the unfolding of stories and everyday moments made more special by the simple and genuine pleasures in life, such as a sip of the popular soft drink.
A team of the very best creatives was formed to develop the multi-channel campaign, involving a total of four agencies: Mercado-McCann, Santo, Sra, Rushmore and Ogilvy & Mather.
The launch advert ‘Anthem’ represents the iconicity and emotion encapsulated in these brief authentic moments.
Of course this important project would not be complete without an appropriate soundtrack.
And so ‘Taste the Feeling’ was born, a highly relatable song with a catchy rhythm, fruit of collaboration between Swedish DJ, artist and producer Avicii on the decks and Conrad Sewell, the singer who recently enjoyed success on Kygo’s debut single Firestone.
The track is one of the cornerstones of the campaign; it enhances the mood and increases identifiability. This meant that the sound at the Coca-Cola Life launch would have to be equally effective.
Sound Identity was there, having collaborated with Coca-Cola Italia to ensure that ‘Taste the Feeling’ reverberated all around the Vetra Theatre, the location in the heart of Milan where the company presented its new product for everyone to try.
The soundtrack of the evening was created ad hoc to reflect the genuine values of the brand new drink and the flow of the evening saw a mixture of song extracts alternated with electronic and new disco tracks.
The party was punctuated with frequent moments of entertainment, from an acrobatic dance show to a performance from violinist Elsa Martignoni, the projection of the first spot introduced by Italian CEO Evguenia Stoichkova and a buffet created by Chef Davide Oldani. And the whole thing was brilliantly hosted by the beautiful Filippa Lagerback.