07 May Coca-Cola’s New Taste the Feeling Campaign
Can you package joy? Can you bottle an emotion? Coca-Cola wants us to think it already has.
I’m in love with Coca-Cola’s newest campaign, Taste the Feeling, which shows “a diverse cross-section of people from around the world enjoying ‘their’ Coca-Cola in simple, everyday moments.”
The images are beautifully stylized in the classic visual style that we have come to know and love from Coca-Cola, and the message is simple: Life is better with Coca-Cola.
For the first time in history, Coca-Cola has united all of its Coca-Cola brands under a single campaign that intends to show how Coca-Cola makes everyday life more special.
These ads work on so many levels for me, and here are just a few:
- The visuals support the iconographic nature of Coca-Cola’s brand.
- The feel and voice of the campaign make the brand feel culturally relevant. Young people living life – with Coca-Cola.
- The brand isn’t giving us features or prices – it speaks to something much stronger, much deeper – it evokes a feeling.
- The product is the hero of every visual story.
Rodolfo Echeverria, VP of global creative, connections and digital at Coca-Cola, calls the campaign “emotional product communication.”
Tying emotion to our messaging whenever possible creates far greater impact for audiences, and for me, this campaign definitely makes me want to go out and buy a coke.