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Friday, January 22, 2016

Listen to the sound of #TastetheFeeling campaign all over the world

Coca-Cola unveils a powerful, global communications campaign for their most iconic product – celebrating moments made more special with the simple pleasure of drinking Coca-Cola and has come up with the newest tagline “Taste the Feeling™”  replaces “Open Happiness™” which has been used by Coca-Cola for the past seven years.

The global campaign, which was rolled out first in Paris last January 19 featuring the newest tagline “Taste the Feeling™,” fully embodies the uplifting refreshment of drinking Coke. The campaign comes with 25 jingle ads posted to YouTube and "Taste the Feeling" print images.

The one jingle that I have been liking and is listening to up to this time is "Under Pressure" by Queen and David Bowie who died recently of cancer. This spot ad would make a great tribute to Bowie. The spot was created for teenagers to release their tension just by drinking an ice cold Coca Cola.

In Manila, Coca Cola PH unveils the newest Coca Cola Ambassadors simultaneously with the campaign last January 21 at Rigodon Ballroom Manila Peninsula, headlined by the country’s hottest love teams such as Enrique Gil and Liza Soberano, Bailey May and Ylona Garcia, James Reid, Enchong Dee and Janella Salvador. The event was hosted by Yna Villania and Sam YG.

Exciting activities are also lined-up for the rest of the year that will uplift ordinary days and bring refreshing moments throughout the country. Coke are also giving out millions of free Coca-Cola to make millions of moments special.

The campaign also marks the consolidation of all Coca-Cola trademark products like Coca-Cola, Coca-Cola Light, Diet Coca-Cola, and Coca-Cola Zero under a ‘One Brand’ campaign approach.  Since 1886, there have been 45 taglines before “Taste the Feeling™”.

Coca-Cola brings to life everyday moments through great universal storytelling and rich visual imagery – placing the product at the heart of its communications.

The new campaign also features images shot by noted fashion photographers Guy Aroch
and Nacho Ricci capturing people from around the world enjoying ice-cold Coca-Cola in a
variety of everyday moments. The new campaign imagery will be used in print advertising,
out of home billboards, in-store as well as digital media.

“We are introducing a new approach to continue the brand’s long legacy of great visual
storytelling,” said James Sommerville, VP Global Design. “The photography features human
moments that blur the boundaries between who people are and what they love to do. In all
the creative, Coca-Cola plays a lead role in the scene, enhancing the color, texture and
emotion of the images. Every interaction is unique and made more special through the
enjoyment of a Coca-Cola, any Coca-Cola.”

“Every day, millions of people around the world reach for an ice cold Coca-Cola,” said Marcos de Quinto, Chief Marketing Officer, The Coca-Cola Company. “The new global approach is a powerful investment behind all Coca-Cola products, showing how everyone can enjoy the specialness of an ice-cold Coca-Cola, with or without calories, with or without caffeine.”

“Taste the Feeling makes Coca-Cola the hero of our advertising again. The new campaign is all about capturing both the functional and emotional traits of Coca-Cola – the uplifting refreshment of drinking our product and how having a Coke makes any moment more memorable and more special,” says Stephan Czypionka, Vice President for Marketing, Coca-Cola Philippines.

Coca-Cola gathered global creative minds from different agencies, commissioned distinguished fashion and commercial photographers, partnered with three independent artists, and collaborated with a renowned songwriter and producer to illustrate both in visual and through music intimate glimpses into everyday stories, feelings and experiences that people share while enjoying an ice-cold Coca-Cola.

The lead television spot, “Anthem,” comes to life through a series of ordinary moments
linked by a Coca-Cola, such as ice-skating with friends, a first date, a first kiss, and a first
love. The soundtrack to “Anthem” is an original song titled “Taste the Feeling™.”
Music, being the main passion point for teens, takes center stage in the new campaign.

The one spot that I also like next to "Under Pressure is  "Break Up"

Coca-Cola worked with Music Dealers to write and produce the song. In select markets, the
song features the voice of one of the world’s rising music stars and an artist to watch for in
2016, Conrad Sewell. Sewell, a London-born, Australia-raised singer featured in the breakout
single “Firestone,” which produced 300 million Spotify streams and 3 million-plus worldwide

Letting go of its iconic five-note signature, Coca-Cola is also unveiling a new audio signature
that makes use of the sounds that have long been attributed to drinking Coke: the opening of
the fridge, the unmistakable fizzing on ice, the cheers and clinking of glasses, the quenching
sip, and the irresistible ahhh at the end.

Following a partnership that started in 2014, Coca-Cola also tapped Avicii to produce a
remixed version of the “Taste the Feeling™” campaign anthem featuring Conrad Sewell, and
he will produce versions of the song for the UEFA EURO 2016TM and the Rio 2016 Olympic
Games™ campaigns.

For more information about the new campaign of Coca-Cola, visit or the Facebook page of Coca-Cola Philippines.


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