Coca-Cola’s
new ‘Taste the Feeling’ campaign was unveiled in Nigeria recently, at a
well-attended event which held at Oriental Hotels, Victoria Island,
Lagos.
The launch party which has set a new
benchmark for the audaciously innovative world of event activation, was
attended by the crème de la crème of social influencers from the media,
as well as Coca-Cola consumers, customers and employees.
Coca-Cola’s new ‘Taste the Feeling’
campaign explores storytelling and everyday moments to connect with
consumers and celebrate the simple pleasure and experience that makes
every moment of drinking Coca-Cola , any Coca-Cola, special.
Marketing Director, Coca-Cola Nigeria,
Patricia Jemibewon explained that ‘Taste the Feeling’ campaignwill bring
to life the idea that drinking a Coca-Cola, whether classic or Coke
Zero is a simple pleasure that makes everyday moments more special.
According to Jemibewon, while Coke’s
award-winning “Open Happiness” campaign which ran from 2009 until now
leaned heavily on the emotional values of ‘happiness’ and ‘optimism’
which the brand stands for, the new “Taste the Feeling” campaign will
feature universal storytelling with the product at the heart to reflect
both the functional and emotional aspects of the Coca-Cola brand
experience.
On the anthem for the campaign,
Jemibewon said it highlights those emotional and functional moments that
come with the taste of Coca-Cola. “Music has always played a key role
in Coca-Cola communications and “Taste the Feeling” is not an exception.
The Taste the feeling anthem includes a new audio signature inspired by
the sounds of enjoying a Coca-Cola – the pop of the cap, the fizz and,
ultimately, refreshment.”
Speaking on the campaign theme, Public
Affairs and Communications Director, Coca-Cola Nigeria, Clem Ugorji
explained that the ‘Taste the Feeling’ campaign is an offshoot of
Coca-Cola’s new ‘One Brand Strategy’ which marks a significant shift in
its marketing approach and for the first time unites all Coke Trademark
brands in one global creative campaign.
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