What Branding Experts Think About Coca-Cola’s New Product-Centric Campaign

'Taste the Feeling' replaces 'Open Happiness'

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Today, Coca-Cola unveiled a new campaign and traded its 7-year-old slogan, "Open Happiness," for "Taste the Feeling," as part of chief marketing officer Marcos de Quinto's plan to unite the company's brands globally. With that reveal came 25 new ads which lean heavily on the product itself, another facet of the new strategy.

Coca-Cola will position its various brands—Diet Coke and Coke Zero, for instance—within a "one brand" approach, all featuring the "Taste the Feeling" tagline, de Quinto revealed today at a press event.

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