MERCADEO Versión en español
Coca-Cola replaces Open Happiness for Taste the Feeling in strategic change
Manuela Walfenzao| 20 de enero de 2016
De Quinto: La grandeza de Coca-Cola reside en su humildad y sencillez
Coca-Cola’s global CMO, Marcos De Quinto is leading a strategic change in the company’s ad communications. Their Open Happiness campaign, launched seven years ago, will now be replaced by Taste the Feeling. For De Quinto, Open Happiness became a little bit too preachy and didn’t hammer more simple pleasures such as enjoying an iced-cold Coke on a hot day.The new campaign, Taste the Feeling, will focus mainly on the product in the aim to win over more consumers. Part of the major strategic shift consists in gathering multiple lines such as Coke Zero and Diet Coke in a single campaign. Coca-Cola executives announced on January 19th in Paris the launching of the campaign in more than 200 countries. After Wendy Clark´s departure, De Quinto is responsible for a new, more humble approach for the brand.The new campaign is “going back to the core values of Coca-Cola” he said. “We have been just talking about the brand, but talking very little about the product” he explained. “The bigness of Coke resides in its humbleness, in its simplicity.” The ads will still have the kind of emotional storytelling that characterizes Coke, but they will be framed in everyday moments, small details. According to De Quinto, the idea is not to preach people about social struggles or topics that are too big for the brand. They will focus on the pleasure and intimacy of small, simple moments.
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