For the past seven years, Coca-Cola has focused their advertising campaign on “the big picture.” And we mean, the VERY big picture. Coca-Cola, known for their long-form storytelling in advertising, began to slant their advertising in a pathos-heavy direction. Their slogan (and narrative mission) was “Open Happiness,” ranged from commercials about Indian and Pakistani relations, all the way to a massive Superbowl campaign on cyberbullying. But their advertising is being taken in a fresh, new direction. Enter “Taste the Feeling,” Coca-Cola’s newest way of advertising their product.
New global Chief Marketing Officer Marcos de Quinto discussed the switch on Coca-Cola’s website today. “We’ve found over time that the more we position Coca-Cola as an icon, the smaller we become. The bigness of Coca-Cola resides in the fact that it’s a simple pleasure – so the humbler we are, the bigger we are. We want to help remind people why they love the product as much as they love the brand.”
So, what’s “Taste the Feeling” going to focus on? Our love for Coca-Cola, basically. Adage explains the new slogan, “will put the product at the center of every ad as Coke seeks to win over more drinkers in the struggling soda category. Instead of “Open Happiness”‘s innate preachiness, de Quinto wants the new campaign to focus on the beverage, not the lesson.
Coca-Cola launched a playlist with six of their new ads today, and they will continue to pull on your heartstrings just as fiercely as the old campaign did. But this time around, you might actually feel like buying a Coke after you watch it.
(Image via Instagram/Coke)