Coca-Cola on Tuesday unveiled a big new global creative campaign with the tagline "Taste the Feeling," which replaces the 7-year-old "Open Happiness" theme. And with it comes a sugary-sweet flood of new advertising, including six 60-second spots posted to YouTube and a ton of print work.
You can check out all the new creative below. Notably, one of the spots is set to a cover of the David Bowie/Queen song "Under Pressure," which is a coincidental tribute to Bowie, who died last week at age 69. That spot, by Ogilvy & Mather in New York, addresses the strain that teens feel—and which Coke can help release.
In a statement, Coke said "Taste the Feeling" puts the focus back on the product, while "Open Happiness" was much more about aspirations and what the brand stands for. The new campaign, chief marketing officer Marcos de Quinto said, combines the functional and the emotional by telling universal stories with the product at the center of them.
"We've found over time that the more we position Coca-Cola as an icon, the smaller we become," de Quinto said. "The bigness of Coca-Cola resides in the fact that it's a simple pleasure—so the humbler we are, the bigger we are. We want to help remind people why they love the product as much as they love the brand."
Check out six of the commercials here:
Four agencies—Mercado-McCann, Santo, Sra. Rushmore and Oglivy—produced an initial batch of 10 TV commercials, digital, print, out-of-home and shopper materials, Coke said. Six other agencies, including longtime Coke roster shop Wieden + Kennedy, will also work on the campaign going forward.
Below is a collection of some of the new print and out-of-home ads. They were shot by fashion photographers Guy Aroch and Nacho Ricci and use a "Norman Rockwell meets Instagram" visual style to capture authentic, unscripted moments in a contemporary way, says Rodolfo Echeverria, Coke's vp of global creative, connections and digital.
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