Coca-Cola's 'Taste the Feeling'

Definition

Coca-Cola's 'Taste the Feeling' is a global brand campaign launched in 2016 that focuses on evoking emotions and personal connections through the simple enjoyment of drinking Coca-Cola. This campaign shifted from previous themes centered around happiness to emphasize authentic experiences and individual moments, reinforcing how Coca-Cola can be part of everyday life. It highlights storytelling that resonates universally, creating a sense of community and togetherness among diverse consumers.

5 Must Know Facts For Your Next Test

1. 'Taste the Feeling' replaced the previous slogan 'Open Happiness', marking a strategic shift towards more personal storytelling.
2. The campaign featured a series of advertisements showcasing everyday moments where Coca-Cola enhances experiences, such as family gatherings and celebrations.
3. Music played a significant role in the campaign, with popular songs featured in ads to evoke emotions and connect with audiences.
4. Coca-Cola utilized user-generated content and social media to engage consumers directly, inviting them to share their own 'taste the feeling' moments.
5. The campaign was globally executed, adapting messages to resonate with local cultures while maintaining a cohesive brand identity.

Review Questions

• How does Coca-Cola's 'Taste the Feeling' utilize emotional branding to connect with consumers?
  • 'Taste the Feeling' effectively employs emotional branding by focusing on personal stories and authentic moments where Coca-Cola is present. By shifting from broader themes of happiness to individual experiences, the campaign invites consumers to relate their own life moments to the brand. This connection fosters loyalty and encourages consumers to view Coca-Cola as more than just a beverage but as a companion in their everyday lives.
• In what ways does the 'Taste the Feeling' campaign illustrate the importance of cultural relevance in global marketing?
  • 'Taste the Feeling' highlights cultural relevance by tailoring its messaging to resonate with different audiences around the world while maintaining a unified theme. By adapting advertisements to reflect local customs, values, and preferences, Coca-Cola ensures that its brand remains relatable across diverse markets. This strategy not only strengthens consumer connections but also enhances brand loyalty by acknowledging and celebrating local cultures.
• Evaluate the impact of user-generated content on the effectiveness of Coca-Cola's 'Taste the Feeling' campaign and its overall brand strategy.
  • 'Taste the Feeling' leveraged user-generated content to deepen engagement and personalize interactions between Coca-Cola and its consumers. By encouraging individuals to share their own moments associated with the brand, Coca-Cola created a community-driven narrative that reinforced authenticity. This approach not only amplified brand visibility on social media platforms but also positioned Coca-Cola as a lifestyle choice, blending seamlessly into everyday experiences, which aligns with modern consumers' desire for connection and shared experiences.

Related terms

Emotional Branding: A marketing strategy that seeks to create a bond between the consumer and the brand through emotional connections and experiences.

Brand Narrative: The overarching story that conveys the essence of a brand, encapsulating its values, mission, and vision in a compelling way.

Cultural Relevance: The degree to which a brand resonates with its target audience by aligning with their cultural context and social values.