Early this week, Coca-Cola company launched a new campaign: "Taste the Feeling." The new campaign serves as the replacement for their "Open Happiness" campaign which has been used by the company since 2009. The latter is considered to be one of the longer-running campaigns in 130 years.
The new campaign will be used not only to advertise Coca-Cola but also to market its other Coke-branded products such as Diet Coke and Coke Zero. Meaning to say, only one campaign is used to market multiple Coke products.
"We are reinforcing that Coca-Cola is for everybody," said Marco de Quinto, who became Coke's chief marketing officer a year ago. "People want their Coca-Cola in different ways, but whichever one they want, they want a Coca-Cola brand with great taste and refreshment."
This campaign comes in as part of the company's marketing strategies after declining sales and profits. The company and its products have faced a lot of criticism due to the effects it has on people's health.
Coca-Cola ads have begun rolling out across more than 200 countries worldwide where Coca-Cola products are sold.
Meanwhile, the "Taste the Feeling" campaign also marks the start of the so-called de Quinto marketing era at Coke. De Quinto replaces high-profile North American marketing executive Wendy Clark.
In the interview, Mr. de Quinto talked about taking Coke in a new direction. He said that with the new campaign, the company is "going back to the core values of Coca Cola," he said. "We have been just talking about the brand, but talking very little about the product." Coke had "started to talk in a preachy way to people. And Coca-Cola has always been a simple pleasure," he added. "The bigness of Coca-Cola resides in this humbleness, in its simplicity." But the "more that we tried ... to preach to the people, the smaller we made it."
