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Amity Research Centers (2016)
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12 pages
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Abstract

Coca-Cola, the world’s largest beverage company marked an important change in its marketing strategy with its new 'Taste the Feeling' global campaign launched in 2016. The new campaign replaced the company’s 'Open Happiness' campaign, which hitherto conveyed the message of finding fun and refreshment in small moments of life. Coca-Cola adopted the master brand strategy to strengthen its core brand Coca-Cola and as part of that brought together all the sub-brands like Coca-Cola Life, Coca-Cola Zero, Diet Coke and Coca-Cola under the core brand Coca-Cola. The new plan proved to be very promising for the company but presented various challenges like the need for designing a unique communication strategy and packaging. The seven year old 'Open Happiness' campaign focused only on the brand while the idea behind the 'Taste the Feeling' campaign was to shift the focus towards the product besides revealing both the functional and emotional aspects of the Coca-Cola brand. Would Coca-Cola’s efforts to unify the brand with product-led positioning resonate well with the customers?

Topics

Coca-Cola; Brand positioning strategy; Marketing communication strategy; Value proposition; Product promotion; Product led positioning; Packaging; Master brand strategy; Advertising; Inspirational marketing; New product development; Branding strategies; 'Taste the feeling' campaign of Coca-Cola; Consumer perception; Repositioning efforts
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2016

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