Coke unveils new campaign ‘Taste the Feeling’

Coca-Cola on Friday unveiled its new global campaign, tagged “Taste the Feeling’’.
The Marketing Manager of the company, Mrs Patricia Jemibewon, told a news conference in Lagos that the campaign was to sustain the market leadership of the company.
“Today, we are pleased and proud to unveil the Nigeria adaption of Coca-Cola’s latest global marketing campaign, `Taste the Feeling’.
“ We believe this will resonate strongly, excite and win the hearts and minds of our consumers and stakeholders like all our previous campaigns did.”
Jemibewon said the campaign leaned heavily on the emotional values of happiness and optimism, adding, “Taste of Feeling will feature universal story-telling’’.
According to the manager, the underlying campaign is the new One Brand Strategy that marks a significant shift in Coca-Cola’s marketing approach.
She said that for the first time it would unite all of Coke’s trademark brand in one global creative campaign that would celebrate the product and the brand.
“The new campaign is also a strategy shift from our seven-year old campaign, `Open Happiness’.
“Taste the Feeling, however, places the product at the heart of the communication, reflecting the functional and emotional aspect of Coca-Cola.
The marketing manager noted that the campaign would highlight the core values of Coca-Cola: optimism, authenticity, unpretentious, closeness and inclusiveness.
Speaking on the campaign, Mr Clem Ugorji, the Public Affairs and Communications Director of Coca-Cola Nigeria, said that the campaign was an offshoot of Coca-Cola’s new One Brand Strategy.
“This approach brings the spotlight on all variants of the Coke trademark such as Coca-Cola, Coca-Cola Zero, Diet Coke, etc and underscores the company’s commitment to choice.
“This will also offer consumers options in taste and with or without calories,” he said.
He said that the campaign would be live from April to August on traditional and digital media channels.