Coke could lead the way to more product-focused ads
Coca-Cola is acknowledging a new reality in food&beverage marketing
campaign before: Open Happiness
If you're going to sell stuff, you better talk about the stuff
consumers want to hear more about the goods, less about the concepts
want to hear more about how products taste, what's in them and how they are made
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solution: go back to basics: ads that put more emphasis on ingredients&quality & less on high-minded concepts that are disconnected from brands
it feels more real, relatable & trustworthy + more consumer-centric
often strayed into heavy topics like rallying against online bullying
Where Will Happiness Strike Next
video showing how the brand reunited Filipino people working overseas with their families back home in the Philippines for the holidays
Coke's product-focused campaign: Taste the Feeling
ads: show people enjoying Coke during simple. everyday moments
Coke isn't abandoning optimistic messaging in 'Taste the Feeling'
slogan for Coca-Cola from 1886
Delicious and Refreshing
Coca-Cola has always been a simple pleasure
Coke has long been criticized by health groups who blame soda consumption for rising obesity rates
Coke had to make a change in its creative direction: recent results have been disappointing
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Coke rival: Pepsi
has also put more emphasis on its actual cola
'Live for Now' campaign (2012)
aim: capture the excitement of now
by linking the brand to entertainment&popculture
with the new campaign, Coke has decided to focus on why consumers drink the product in the first place: because it tastes good & is refreshing
Pepsi resurrected its old 'Joy of Pepsi' tagline in an ad
of course, plenty of brands are still pushing high-minded ideals in ads
Oreo's campaign: 'Open up with Oreo'
aim: encourage viewers to open your heart to people who are different than you
other food brands are using marketing to describe how products have been reformulated to appeal to more health-conscious eaters
General Mills' campaign: Again
the ad plugs the recent removal of artificial colors and flavors from a range of kids cereals : 'so you can love cereal again'
sales for Diet Coke have dropped by 8 %
Coca-Cola has tried to boost its struggling Diet Coke brand
campaign: Get a Taste
BUT NOW: Coke embraces 'One-Brand' Strategy
Diet Coke will have to share the stage with its big brother, Coke
in the U.S.: the one-brand approach is being phased in more slowly
will unite multiple Coke varieties, including Coke Zero, in a single campaign
Diet Coke endorser Taylor Swift (Swift in the commercials for Diet Coke) She was signed as the soda company's brand ambassador in January (Beyoncé was named to the same role for Pepsi)