Coca-Cola launches global "Taste the Feeling" campaign

The move underscores Coca-Cola's broad beverage choice, enabling consumers to select the exact Coca-Cola that suits their tastes, lifestyles and diets. "It's becoming increasingly clear that people prefer their Coca-Cola in different varieties," said Marcos de Quinto, chief marketing officer of The Coca-Cola Company. "Taste the Feeling" will be launched at multiple points in 2016 in all markets worldwide and will be implemented with the help of various elements, including:

- Ten TV spots
- Over 100 campaign motifs
- New visual identity
- New "anthem" and audio signature
- Customizable, interactive, digital platform

The campaign builds on the foundations of the Coca-Cola brand - the typical curved lettering, the red disc and the legendary glass bottle. It presents these in a modern way in authentic and real-life situations where the product takes center stage. Coca-Cola gathered creative minds from ten different agencies to begin the development process and ultimately had the ten TV spots produced by the following four agencies: Mercado-McCann, Sra. Rushmore, Santo and Oglivy & Mather New York. The spots give viewers a brief yet intimate glimpse into everyday stories, feelings and experiences people experience while enjoying an iced Coca-Cola. At the end of each spot, the portfolio of Coca-Cola branded products appears united under the famous red Coca-Cola Disc.

Rodolfo Echeverria, Vice President, Global Creative, Connections & Digital, The Coca-Cola Company: "The campaign is based on the idea that simply enjoying an iced Coca-Cola makes every moment special. The universal moments and stories depicted in the campaign were designed to resonate with our customers around the world. The same images and TV spots that are shown in Japan, are also seen by people in Italy, in Mexico and around the world."

Six of the ten spots will air at the campaign launch. The most important TV spot, "Anthem" (Mercado-McCann), consists of a series of everyday moments whose common denominator is a Coca-Cola, e.g. ice skating with friends, the first date, a first kiss and first love. The commercial will run worldwide in 2016. The soundtrack to "Anthem" is a song created especially for the campaign called "Taste the Feeling."

Coca-Cola worked with the Music Dealers agency to write and produce the song. In select markets, the voice for the song comes from newcomer Conrad Sewell. Sewell, a London-born singer who grew up in Australia, was featured in the hugely successful single "Firestone," which has been accessed 300 million times on Spotify and sold more than three million copies worldwide. The anthem features a new audio signature inspired by the sounds of drinking a Coca-Cola - the opening of the cap, the fizz of the carbonation and finally the sound of sipping. The new audio signature is used throughout the campaign.

"Break Up" (Santo) follows a young couple in love from their first date and initial excitement and infatuation to an emotional breakup and eventual reconciliation over an iced Coca-Cola. The spot features newcomer Alexander Cardinale's new song "Made for You."

"Brotherly Love" (Santo) describes the universal story of love and conflict within the family through the unique and difficult relationship between two brothers. The commercial features a new version of the hit song "Hey Brother" by Avicii.

Following a partnership that began in 2014, Coca-Cola also commissioned Avicii to produce a remix version of the anthem "Taste the Feeling" with Conrad Sewell. Avicii will also produce versions of the anthem for the Euro 2016 and Rio 2016 Olympic Games campaigns.

Other TV spots for the launch include:

- "Under Pressure" (Ogilvy & Mather) tells the story of the everyday pressure we are all under. The spot emphasizes the importance of taking a break, releasing tension and enjoying the moment.

- "Supermarket" (Sra. Rushmore) tells the story of a young saleswoman who becomes enchanted by a handsome customer.

- "What is a Coca-Cola For?" (Sra. Rushmore)

The new campaign features over 100 campaign motifs created by fashion photographers Guy Aroch and Nacho Ricci. They show people from all over the world enjoying Coca-Cola in a variety of everyday moments. The new campaign motifs will be used in print advertising, on billboards for outdoor and indoor advertising, and in digital media.

The customizable interactive, digital common platform, consists of various GIF scenes depicting feelings related to drinking Coca-Cola while listening to the "Taste the Feeling" anthem. In the process, users can access a gif scene directly from the microsite, personalize it with current feelings and share it on social platforms at #TasteTheFeeling.