Coke Shifts Marketing Campaign From 'Open Happiness' To 'Taste the Feeling'

Beverage giant, Coca-Cola on Tuesday announced that for the first time, all Coke Trademark brands will be united in one global creative campaign: “Taste the Feeling.”

“We’re going from ‘Open Happiness’ to exploring the role Coca-Cola plays in happiness,” Chief Marketing Officer, Marcos de Quinto said as he unveiled the “one brand” approach at a media event in Paris. “We make simple, everyday moments more special.”

The CMO stated that the strategy extends the equity and iconic appeal of the world’s No. 1 beverage brand to Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life. It also underscores the company’s commitment to choice, offering consumers whichever Coca-Cola suits their taste, lifestyle and diet – with or without calories, with or without caffeine.

“Coca-Cola is one brand with different variants, all of which share the same values and visual iconography. People want their Coca-Cola in different ways, but whichever one they want, they want a Coca-Cola brand with great taste and refreshment”, he added.

Through emotional product communication, images are cropped in a way that closes in on the Coca-Cola bottle, while still telling a personal story.


“The photography features human moments that blur the boundaries between who people are and what they love to do,” said James Sommerville, VP of global design. “In all the creative, Coca-Cola plays a lead role in the scene, enhancing the color, texture and emotion of the images. Every interaction is unique and made more special through the enjoyment of a Coca-Cola, any Coca-Cola.”

The fully integrated “Taste the Feeling” campaign – which will roll out around the world throughout 2016 – celebrates the experience of drinking an ice-cold Coca-Cola.