The Coca-Cola Company Starts 'Taste the Feeling' Campaign
The Coca-Cola Company KO has revealed its ‘One Brand’ global marketing strategy. Under this program, all of Coca-Cola’s brands will be marketed under a single ad campaign, “Taste the Feeling”.
The brands united under this campaign include Coca-Cola, Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life. The ‘One Brand’ strategy aims to bring all these names under the single iconic brand – Coca-Cola – thereby shifting away from multiple brand campaigns.
The “Taste the Feeling” campaign will be rolled out across all its global markets through 2016. The program includes 10 television commercials, over 100 campaign images, a new visual identity system, new music anthem and audio signature, and a shareable and customizable interactive digital experience. Through the television commercials, the company aims to capture everyday stories that resonate with its consumers across the world.
Earlier this month, the cola giant announced that it has signed a multi-year partnership with world’s #1 golfer, Jordan Spieth, under which the latter will appear in all forms of Coca-Cola sports advertising campaigns. These include television advertising, digital and social media, point-of-sale, out-of-home, experiential marketing and packaging to name a few. (Read: Coca-Cola (KO) Signs Ad Deal with #1 Golfer Jordan Spieth).
Coca-Cola intensified its marketing focus in 2014 and 2015 through incremental media investments to fund brands globally and aggressive marketing campaigns like “Share a Coke” to accelerate top-line growth. The company’s disciplined quality advertising investments boosted volume in the first three quarters of 2015, especially in North America.
Coca-Cola carries a Zacks Rank #3 (Hold).
Stocks to Consider
Some better-ranked beverage companies are Cott Corporation COT, Dr Pepper Snapple Group, Inc. DPS and Monster Beverage Corporation MNST. While Cott sports a Zacks Rank #1 (Strong Buy), both Dr Pepper and Monster Beverage have a Zacks Rank #2 (Buy).
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