There is no doubt that Coca-Cola is one of the most well-known and recognized brands in the world. Yet, having a product people enjoy isn’t the only thing needed to become one of the world’s most valuable companies. Captivating marketing and its 7-year-old slogan, “Open Happiness,” has driven the success of Coca-Cola. Open Happiness was a captivating and successful campaign that made consumers “feel something.” It focused on the company’s purpose and instill a shared purpose with consumers of making the world a happier place. But, did the marketing strategy float too far away from the actual product offering?
Coca-Cola thought so; and, recently the company revealed a new product-centric, “one brand” campaign, “Taste the Feeling.” This campaign will position Coca-Cola and its various brands (Diet Coke, Coke Zero, etc.) as synonymous with refreshment. Adam Padilla, CEO of consultancy Brandfire said, “’Open Happiness’ could be said about a lot of things, when you open anything. But when you talk about ‘Taste the Feeling,’ you have very strong connectivity with a feeling with Coke, and you also have the literal aspect of tasting it—the taste of happiness.”
With brands competing within a vast array of mediums and in a cluttered environment, do they now need to focus on reminding the consumer of the product rather than generating a feeling? Is emerging media paving the way for a new era of marketing? This shift in marketing with a major company is huge; it will be interesting to see how other brands react and follow!