Coca-Cola Launches New Global Campaign ‘Taste the Feeling’ in Nigeria

By Blessing Nwobodo

Lagos, Nigeria: 15 April, 2016 —Over the past 130 years generations of people across social classes and geographies and cultures around the world have savoured a simple, unifying experience – the unique, unchanging and refreshing taste of a Coca-Cola. Along with this are the pleasant feelings and memories inspired by the typical everyday moments of sharing an ice-cold Coca-Cola. The world’s most famous brand through its new global marketing campaign, ‘Taste the Feeling’, is inviting everyone to relive this experience as often.

Coca-Cola’s new ‘Taste the Feeling’ campaign was unveiled in Nigeria on Friday, April 15 at a well-attended stylish party which held on Coke Island, a brand new ‘floating island’ that emerged suddenly on the Lagos lagoon purposely for the event, thanks to the creativity of the human mind and the wonders of technology!.

The launch party which has set a new benchmark for the audaciously innovative world of event activation, was attended by the crème de la crème of social influencers from the media, music and movie worlds as well as Coca-Cola consumers, customers and employees.

Coca-Cola’s new ‘Taste the Feeling’ campaign explores storytelling and everyday moments to connect with consumers and celebrate the simple pleasure and experience that makes every moment of drinking Coca-Cola , any Coca-Cola, special.

Marketing Director, Coca-Cola Nigeria, Patricia Jemibewon explained that ‘Taste the Feeling’ campaign will bring to life the idea that drinking a Coca-Cola – whether classic or Coke Zero – is a simple pleasure that makes everyday moments more special.

According to Jemibewon, while Coke’s award-winning “Open Happiness” campaign which ran from 2009 until now leaned heavily on the emotional values of ‘happiness’ and ‘optimism’ which the brand stands, the new “Taste the Feeling” campaign will feature universal storytelling with the product at the heart to reflect both the functional and emotional aspects of the Coca-Cola brand experience.

“With this new campaign, we are highlighting the core values of the Coca-Cola brand, using simple, relatable, and emotional storytelling long associated with Coke.’ She further explained that in addition to the use of advertisement that depicts everyday moments and projects the fundamentals of the Coca-Cola brand, ‘Taste the Feeling’ will come to life through a music anthem and audio signature, as well as shareable and customized interactive digital experience, and its target, will be mainly teens.

In her words, “Taste the Feeling is all inclusive but with a special focus on teenagers who are known to live for the moment and who are most demanding as far as creativity is concerned. In the coming days, we will be rolling out several engagement activities that will provide them the opportunity to have memorable moments that keep them talking and expressing their feelings with their peers.”

On the anthem for the campaign, Jemibewon said it highlights those emotional and functional moments that come with the taste of Coca-Cola. “Music has always played a key role in Coca-Cola communications and "Taste the Feeling" is not an exception. The Taste the feeling anthem includes a new audio signature inspired by the sounds of enjoying a Coca-Cola – the pop of the cap, the fizz and, ultimately, refreshment.”

Speaking on the campaign the, Public Affairs and Communications Director, Coca-Cola Nigeria, Clem Ugorji explained that the ‘Taste the Feeling’ campaign is an offshoot of Coca-Cola’s new ‘One Brand Strategy’ which marks a significant shift in its marketing approach and for the first time unites all Coke Trademark brands in one global creative campaign.

“This approach brings the spotlight on all variants of the Coke trademark such as Coca-Cola, Coca-Cola Zero, Diet Coke, etc. and underscores our Company’s commitment to choice, offering consumers options in taste and with or without calories, so there is a Coke for anyone”, he said.

The campaign will be live from April to August on traditional and digital media channels and will include opportunities for consumers to sing their own version of the anthem and win prizes