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Si chiama "Taste the feeling" la campagna creativa globale annunciata martedì a Parigi da Coca-Cola e con cui, per la prima volta nella storia del produttore di bevande più grande al mondo, si unificheranno i marchi Coca-Cola, Coca-Cola Light, Coca-Cola Zero e Coca-Cola Life sotto l'unico brand Coca-Cola. Questo servirà ad arginare il calo dei ricavi visto negli ultimi tempi (-5%, a 11,4 miliardi di dollari nell'ultimo trimestre 2015).
James Quincey, presidente e direttore operativo della Coca-Cola Company con sede ad Atlanta, ha spiegato che "sarà la prima campagna con cui si riuniranno tutti i brand del marchio", mentre il direttore marketing Marcos De Quinto ha precisato che si tratta "di un investimento davvero considerevole nei confronti dei prodotti Coca-Cola".
"Taste the Feeling" è già attiva, riguarderà tutti i mercati e si presenterà sotto molteplici forme, come dieci spot, una colonna sonora inedita, oltre a un'esperienza digitale interattiva con tante immagini in formato GIF, personalizzabili in tempo reale e condivisibili sulle piattaforme social.
Reuters/ANSA/EnCa
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