Coca-Cola has replaced its 'Open Happiness' tagline with the new 'Taste the Feeling'. This marks a major strategic shift in the global beverage brand's marketing strategy as the company replaces its seven-year old brand proposition of 'Open Happiness'. It will now adopt the 'one brand' approach which will extend the equity and appeal of the brand to Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life.
An international network of agencies is developing the 'Taste the Feeling' promotion. Four agencies, namely, Mercado-McCann, Santo, Sra Rushmore and Oglivy & Mather, produced an initial round of 10 TV commercials, digital, print, out-of-home and shopper materials. Six additional shops will work upon the creative as the campaign evolves.
Meanwhile, in India, Coca-Cola has heavily used Bollywood celebrities such as Aamir Khan, Aishwarya Rai Bachchan, Alia Bhatt, and Siddharth Malhotra to reach out to consumers. Its campaigns have hovered around youthful and family-centred themes. With the 'Thanda matlab Coca-Cola', to 'Saath khao, khushiyaan badhao', the company reached out to the young and old consumers alike.
Coca-Cola re-entered the Indian market in 1993, and expanded its portfolio with offerings that have grown to include Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, the Minute Maid range of juices, Georgia and Georgia Gold range of hot and cold tea and coffee options, Kinley and Bonaqua packaged drinking water, Kinley Club Soda and BURN. The company, along with its bottling partners, claims to have a network of over 2.2 million retail outlets. Its major competitor is Pepsi.