Coca-Cola is launching a new ad campaign for its flagship brand in the second quarter that will likely carry the new tagline, "Life tastes good."
The work is being developed by McCann- Erickson Worldwide and its Amster Yard subsidiary, sources said.
One agency executive described the strategy as "people's day-to-day experience of life and where the product creates a common bond." Coke executives have not yet signed off on the work, and there are other taglines under consideration. Another possibility is, "The magic within," and the current kicker, "Enjoy," may continue to appear.
The approach is broader than the teen-targeted "words" campaign from Cliff Freeman and Partners in New York. The most recent spot from that effort ran in January and showed a group of people in their late teens to early 20s standing on a trestle, enjoying watching a train pass underneath.
"The new strategy [developed by the Interpublic Group] is about a sense of belonging again," one source said.
"Coke is saying, 'We're part of life.' It evokes a multitude of moods appealing to many people at different moments in their daily lives," said another source.
Amster Yard's creative director Jeff Weiss was spearheading the print effort, but sources said Coke officials responded so well to that shop's concepts that it is now actively involved in the TV campaign.
The new work is being described as "slice-of-life" advertising that is a "throwback" to Coke campaigns from the early 1970s. One source said the reason the Atlanta-based client is reaching into its past is because former Coke CEO Don Keough is the chief arbiter on the creative.