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Business Reporter
COCA-Cola launched the global “Taste the Feeling” campaign and announced its worldwide “One Brand” strategy in Zimbabwe this week, marking a strategic shift for the Company and uniting the Coca-Cola family under the world’s number one beverage brand. The Company’s Marketing Activations Manager, Vee Chibanda,at a recent event in Harare revealed that this marketing strategy, for the first time ever, unites all Coca-Cola brands (Coca-Cola, Coca-Cola Light/Diet Coca-Cola, 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 hourglass-shaped drink makes every moment special.
“Every day, millions of people across Zimbabwe and around the world reach
for an ice cold Coca-Cola,” said Ms Chibanda.
“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
front line, marketing and bringing this innovative and outstanding campaign to life in Zimbabwe”said Tich Chipangura, National Sales Executive of Delta
Sparkling Beverages, one of the two companies that bottles Coca-Cola in Zimbabwe.
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 center 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 added.
“Taste the Feeling,” is being rolled 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.
Online Reporter