The Coca-Cola Company has launched the global Taste the Feeling campaign and announced its worldwide “One Brand” strategy in Zimbabwe, marking a strategic shift for the company.
BY BUSINESS REPORTER
The company’s marketing activations manager, Vee Chibanda revealed at a recent event in Harare that this marketing strategy unites all Coca-Cola brands (Coca-Cola, Coca-Cola Light/Diet, Coca-Cola Zero, and Coca-Cola Life) under the iconic red Coca-Cola disc.
As a first phase, the global creative campaign, Taste the Feeling highlights how the drink makes every moment special.
“Every day, millions of people across Zimbabwe and around the world reach for an ice cold Coca-Cola,” Chibanda said.
“The new ‘One Brand’ approach will bring together all Coca-Cola trademark products, reinforcing our commitment to offer our consumers’ choice with more clarity and showing how everyone can enjoy the specialness of an ice-cold Coca-Cola, with or without calories, based on their taste, lifestyle and diet.”
“We are very proud to be on the frontline, marketing and bringing this innovative and outstanding campaign to life in Zimbabwe” Tich Chipangura, national sales executive of Delta sparkling beverages, one of the two companies that bottles Coca-Cola in Zimbabwe, said.
Using a unique approach that leverages universal storytelling through Instagram-inspired imagery, the campaign celebrates the simple pleasure of drinking a Coca-Cola beverage, featuring the product at centre stage.
“More than ever, we recognise people want their Coca-Cola in different ways. Whichever one they choose, they want a Coca-Cola brand with great taste and uplifting refreshment. Through our ‘One Brand’ strategy, we will move away from multiple brand campaigns, to one single iconic brand campaign that celebrates both the product and the brand,” he said.
Taste the Feeling, is rolling out at various times across all markets globally in 2016, coming to life in Zimbabwe from this week, through a number of elements, including television commercials, campaign images, new visual identity system, new music anthem and audio signature, as well as a shareable and customisable interactive digital experience.