Coke is closing down “Open Happiness.” A new global campaign called taste the feeling.”
We are reinforcing that Coca-Cola is for everybody,” said Marco de Quinto, new global Chief Marketing Officer Marco. Who became Coke’s chief marketing officer a year ago. “People want their Coca-Cola in different ways, but whichever one they want, they want a Coca-Cola brand with great taste and refreshment.”
It replaces the “Open Happiness” campaign that Coke has used since 2009, which is one of the longer-running campaigns in the 130 years that the company has been marketing its soft drink.
It’s well known slogans have included “It’s the Real Thing,” “Coke Adds Life,” and “Have a Coke and a Smile.” This is its 48th different slogan during that time.
Campaign includes 10 TV ads in addition to other marketing in digital, print, out-of-home, and shopper formats. Instead of separate marketing for Diet Coke, Coke Zero, and Coca-Cola Life, all brands will be united under one voice and messaging strategy. The new campaign rollout will happen more slowly over time than other markets, as Diet Coke and Coke Zero will continue to have separate campaigns for now.
Other notable coca-cola marketing strategies that are likely to be impacted by new campaign are company’s efforts to capitalize popularity and to replace its corporate website with journey, which the company described as a “global media and content hub”
MediaBites Editorial – Zoya Khan
Pakistan First Media And Brand Website.
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