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Coca Cola announced a new global marketing approach. The approach called One Brand will unify Coca Cola, Coke Life, Diet Coke and Coke Zero under the same budget and strategy.
Until now, each Coke brand had its own budget, approach and personality, but today the change was announced in Paris. in 2017, the Coca Cola researchers chose the United Kingdom as a test market in order to see if this change would be for the better and after receiving a positive feedback, the decision to apply this strategy to the markets worldwide was just a matter of time.
The new strategy that will change a lot of things in the company came after the appointment of the new global CMO, Marcos Quinto. The former CMO of Coke was Joseph Tripodi, who had the position for seven years. When asked about his decision, Quinto said that instead of creating multiple campaigns for branding, they will now create only one campaign, but which will be more iconic than ever. After Quinto was appointed as the new CMO of the famous company, AdAge praised the company’s decision, saying that he was creative and wasn’t afraid of controversy. Apparently, they were right about him.
For the new One Brand unification, 10 new global adds have already been created and three of them will air in Australia, which are called Break Up, Brotherly Love and Anthem. The new campaign is a multi million one and will include new music, new visuals, new audio signature and 100 new campaign images.
According to the marketing director of the Coca-Cola South Pacific, Lisa Winn, this marks a new and exciting chapter for Coca Cola. She also said that the new approach will ensure higher standards and better visuals to the brand.
The One Brand strategy will use the global campaign called Taste the Feeling, which will use everyday moments and storytelling in order to connect better with consumers all around the world. Also, the Coca Cola family will be united under a single brand, which is the number one beverage brand in the world. The Coca Cola Company has been a registered trademark in the Unites States since 1944. 2013 reports showed that Coke could be found in more than 200 countries in the world and that every day, more than 1.8 million Coke beverages were consumed every day.
As Coca Cola announced a new global marketing approach, we are sure that the changes will be welcomed by the Coke fans worldwide.
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