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Tafadzwa Zimoyo : Arts Reporter
“This new strategy comes to life in our new global campaign that uses universal storytelling and everyday moments to connect with consumers around the world. Coca-Cola company has partnered with Swedish disc jockey and music producer Avicii for the global campaign “One Brand” launch held under the “Taste The Feeling” as they also unveil new audio signature.The “Waiting for Love” singers anthem for the campaign featuring Conrad Sewel was played during the launch held at the National Gallery of Zimbabwe, last Tuesday night while local upcoming accapela and beat boxing group Soul Feeling performed the song.
The group later took centre stage with their rendition of songs from musicians like Oliver Mtukudzi, Bruno Mars and Davido among others.
Prolific contemporary singer Jah Prayzah also put up a scintillating performance with some of his hit songs during the launch.
Socialites, celebrities, musicians, business persons and radio personalities among others thronged at the venue donning themed red and black colours for the event.
Three television Coca Cola commercials which include an ‘anthem’, ‘under pressure’ — which tells a story of everyday pressures focusing on the importance of taking time — and ‘brotherly love’, capturing the universal story of love were played to the appreciation of many people.
Speaking at the launch Coca-Cola marketing manager Vee Chibanda said the launch of the “One Brand” strategy underscores the company’s commitment to choice allowing consumers to choose which Coca-Cola brand suits their taste, lifestyle and diet.
“This new strategy comes to life in our new global campaign that uses universal storytelling and everyday moments to connect with consumers around the world.
“Our new campaign focuses on the product, taste, consumers and the way one feels after drinking it,” she said.
She said the new “One Brand” approach will bring together all Coca-Cola Trademark products, reinforcing commitment to offer consumers’ choice with more clarity.
“Taste the Feeling,’ is rolling 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,” she added.
Online Reporter