#TasteTheFeeling

It’s a known fact that big brands like Apple and Coca Cola spend a lot of time formulating new taglines or supporting an opinion to ensure that the brand communication and transition is seamless. This time, Coca Cola had a similar transition from ‘Open Happiness’ to ‘Taste The Feeling’. Here is what went into making the message ‘felt’

Advertising is type of communication while reflecting a product's image and creating perusal; all this, while connecting strings with people's lives, touching them emotionally, making them laugh, and making them remember.

The world we live in is full of chaos and that is what Coca Cola has depicted in its 60-second short titled ‘Under Pressure’. The recently released ad on YouTube reflects chaos in the everyday life of a teenager. While portraying this, Coca Cola introduces moments of pause in small intervals to get rid of all the struggles, chaos and noise by simply sipping a bottle of Coca Cola, thereby signifying the message that a bottle of chilled Coca Cola can make small moments special.

Receiving good response on all the social media platforms, setting of the short is on a cover of David Bowie’s song “Under Pressure”, thereby also paying tribute to the legendary artist who recently passed away.

It was seven years ago that Coca Cola started campaigning its slogan ‘Open Happiness’, where it had strongly emotional as well as hard-hitting ads with strong focus on promoting and preserving peaceful living, anti-bullying, et al. So why did Coca Cola get off with it?

The Global Chief Marketing Officer of Coca Cola Marcos de Quinto feels that the ‘Open Happiness’ campaign, while addressing big issues, had gotten a little off-track by failing to communicate the basic ‘feeling’ of enjoying a bottle of Coca Cola.

And of course now, Coca Cola is scrapping out ‘Open Happiness’ from all its future campaigns and replacing it with ‘Taste The Feeling’, which will be the centre of all its future ads and brand communication. Also, the brand wishes to follow a ‘one brand’ policy by uniting all the varieties of Coke in a single campaign instead of having discrete adverts.

Break up
Among other numerous Coca Cola spots promoting ‘Taste The Feeling’, the one titled ‘Break up’ is receiving great response. The advert travels through the life of a young couple who love each other but experience a break up and ultimately reunite over Coca Cola. The spot shows how the drink was an integral part of their relationship at every stage.

Brotherly love
We all face hardships in life and like we discussed previously, an intelligent advert is the one that connects with life. The recent spot titled ‘Brotherly love’ is one of the most strongly connecting ads in its ‘Taste The Feeling’ campaign.

The spot shows how life can be rough and crisp at different times, while showing no matter how rough life gets, you will always have someone by your side and it’s their presence that matters the most.
We think Coca Cola's ad campaigns are as tasty as its beverages.