Coca Cola launched its newest global campaign “Taste the Feeling™ held on Thursday, January 21, 2016 at The Peninsula Manila.
The spectacular event was attended my some of the famous personalities in the country, members of the press, online community and friends from Coca Cola Philippines. President of Coca Cola Philippines Diego Granizo graced also the event.
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 – whether it be your Coca-Cola, Coke Zero, or Coke Light.
“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.”
In the newest campaign, “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.
“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, CocaCola Philippines.
Anchored in the fundamentals of the Coca-Cola brand – the Spencerian script, the red disc and the iconic glass bottle – the creative campaign brings a new visual and auditory experience for the consumers, still featuring authentic and real moments, a continuation of the long legacy of 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™.”
Aside from the global campaign, the brand also unveiled headlined by the country’s hottest love teams such as Alden Richards and Maine Mendoza, James Reid and Nadine Lustre, and Enrique Gil and Liza Soberano. Completing the 10 ambassadors are Enchong Dee, Janella Salvador, Bailey May and Ylona Garcia.
During the event, Kapamilya singers Gary Valenciano, Morissette Amon and Sam Concepcion performed on stage and serenade the guests with their powerful voice.
Coca-Cola will also go around some of the biggest colleges, universities, and tambayans in the country to turn more ordinary moments extra special. One of the biggest activations that teens should look forward to is the roll out of the Coca-Cola Emoticons – a cool and fun way of tasting and sharing the feeling of drinking Coca-Cola with buddies and friends.
Exciting activities are also lined-up for the rest of the year that will uplift ordinary days and bring refreshing moments throughout the country. We are also giving out millions of free Coca-Cola so we can make millions of moments special.
The campaign also marks the consolidation of all Coca-Cola trademark products like CocaCola, Coca-Cola Light, Diet Coca-Cola, and Coca-Cola Zero under a ‘One Brand’ campaign approach. “Taste the Feeling™” replaces “Open Happiness™” which has been used by Coca-Cola for the past seven years. Since 1886, there have been 45 taglines before “Taste the Feeling™”.
For more information about the new campaign of Coca-Cola, visit www.TastetheFeeling.Coca-Cola.com or the Facebook page of Coca-Cola Philippines.
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