Highlights
The campaign seeks to capitalize on Coca-Cola as an iconic cultural brand which goes back to the roots of its origins as a ‘social’ beverage which brings people together. The campaign aims to create a perspective that Coca-Cola can be present at the heart of any positive experience or life story. However, a substantial focus is put on the unifying aspect. Just as the campaign unifies the brand, it does so with the customers as well. Since the world is so diverse, people may enjoy distinct types of Coke in a variety of situations. Building on the emotional aspect, the campaign tries to include human senses. The drinks are visually rebranded to become brighter and simple, similar to the original Coca-Colas. The campaign features a catchy song by a world-renowned artist as well as the use of high definition sounds in its advertisements such as the fizzing of the bottle being opened, or the liquid being poured. Finally, Coca-Cola uses the driving force behind its product, the taste. This campaign seeks to market that the emotion and drive seen visually in the commercials is experienced through “tasting the feeling.”
Objectives
The campaign was brilliantly developed to have a wide variety of marketing applications to address challenges that Coca-Cola was facing with its carbonated drinks. The simplicity of the campaign and its focus on narratives is extremely appealing, touching many emotions and “feelings” that millennials strive to experiences. Furthermore, customer participation in the campaign made it more inclusive and recognizable through the unified visuals which represented the brand. In the modern consumer economy, where health and fitness are predominant ideas, soda is losing market share. The campaign established an association of Coca-Cola with not just a drive of emotions but also an active lifestyle. The soft drink becomes energizing and is offered in a variety of choices including diet versions.
Other departments
This initiative and marketing campaign was launched to unite all global Coca-Cola drinks under one brand and slogan. It was created after continuing declining soda sales and market share loss to other beverages. It is also an attempt to streamline operations as the company produced a plan to cut almost $3 billion in expenses (Heilpern, 2016). This campaign is important since it takes on a critical business principle of universality. By creating a unified brand, Coca-Cola automatically simplified many of its operations from marketing to production to distribution. It no longer needed to spread its financial and human resources attempting to manage a variety of different campaigns for each beverage.
References
Coca-Cola. (2016,). COCA-COLA anthem [Video file]. Web.
Heilpern, W. (2016). Coca-Cola just launched a massive new ad campaign to change the conversation around sugary drinks.
Moye, J. (2016) ‘One Brand’ strategy, new global campaign unite Coca-Cola trademark. Web.