Coca-Cola Launches New Global Campaign "Taste the Feeling"
Japan Coca-Cola held a press conference on January 20 at the Grand Hyatt Tokyo in Minato Ward to announce its new brand strategy.
■ "Taste the Feeling"
President Tim Brett stated, "This is the new global marketing strategy and global campaign announced at the event held in Paris, France on January 19."
This campaign is based on the "One Brand Strategy," which for the first time since the company's founding unifies "Coca-Cola," "Coca-Cola Light," "Diet Coca-Cola," "Coca-Cola Zero," and "Coca-Cola Life" under the "Coca-Cola" brand, launching a single, globally unified creative campaign.
Adopting "Taste the Feeling" as the new tagline, it expresses how the refreshing, uplifting taste of Coca-Cola products provides special moments. In Japan, the campaign will feature the tagline "Taste the Feeling" alongside the copy "Experience the sparkling taste."
To mark the campaign launch, the new TV commercial "Anthem" began airing on the same day. Additionally, a Japan-exclusive campaign titled "Remember the Taste of Your First Coke?" is being implemented. This includes visual campaigns featuring celebrities expressing their taste experiences when drinking Coca-Cola, a Twitter promotion offering tickets to the 5th anniversary festival of the record label "unBORDE" (home to popular artists like RIP SLYME and Kyary Pamyu Pamyu), and large-scale sampling events at supermarkets nationwide.
Coca-Cola Brand Official Website: http://www.cocacola.jp/
Global Site (English): http://www.coca-colacompany.com/tastethefeeling/
■ Rediscover the Deliciousness of Coca-Cola
Following the announcement, an event was held at the Grand Roof Plaza in Roppongi Hills, inviting prominent figures from various fields to present the deliciousness of Coca-Cola.
Taking the stage were sommelier Shinya Tazaki, hip-hop group RIP SLYME, calligrapher Ryoufuka, and comedy duo Trendy Angel. Each shared their encounter with Coca-Cola and their feelings about it, while showcasing the world of Coca-Cola through their unique talents.
Mr. Tazaki tasted Coca-Cola. Describing its aroma impression as if evaluating wine, he remarked, "The taste harmoniously balances a soft sweetness and gentle acidity, combined with the stimulating carbonation for a lasting refreshing sensation." His sommelier-like commentary astonished those around him.
The members of RIP SLYME completed a piece depicting bubbles bursting on a canvas featuring a Coca-Cola bottle. Ryofu wrote the dynamic character "感" (kan, meaning "feeling") on a panel. Ryofu explained it expressed the thrill he felt when drinking Coca-Cola for the first time. The two members of Trendy Angel performed a comedy routine using Coca-Cola as their material, showcasing the skills of the "M-1 Grand Prix 2015" champions. The stage was filled with a warm atmosphere and laughter throughout, celebrating the launch of the new campaign.
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