3 takeaways from Coca-Cola’s ‘Taste the Feeling’ campaign

The beverage maker’s global initiative is its brand managers’ effort to unify its products under a new marketing strategy. Here are rebranding lessons to learn from it.

It’s back to basics for Coca-Cola, which announced its decision to swap the seven-year-old “Open Happiness” campaign with the new tagline: “Taste the feeling.”

The marketing effort will focus on what Cola-Cola does best—tell stories—and it indulges an effort to return to the brand’s core values of nostalgia and identification.

Rebranding (especially for a massive company on a global scale) can be a challenge. To make the shift less daunting, consider three concepts:

1. Find a brand ambassador.

The message behind “Taste the Feeling” reminds cola drinkers that Coke is still their brand.

Brand managers are smart to use customers to deliver that message. Rather than singling out one or two key figures to act as Coke ambassadors, brand managers are thinking bigger. By introducing the #TastetheFeeling hashtag, Coke hopes to unify customers worldwide, emphasizing individual experiences with the product.

Marketing Week calls it a customizable approach:

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