Coca-Cola has launched the local rendition of its new global campaign in India – ‘Taste the Feeling’. The campaign seeks to remind the consumers of the happy and joyous moments that a chilled and effervescent Coca-Cola bottle brings to their life. The new Coca-Cola TVC launched in India features Bollywood superstar Sidharth Malhotra enjoying the feeling of sipping on Coca-Cola.
After years of creating compelling stories with innovative marketing strategies,
Coca-Cola has launched the ‘Taste the Feeling’ campaign as their first global campaign in seven years. For the same, the brand has united Coca-Cola, Diet Coke, and Coca-Cola Zero under the iconic Coca-Cola brand positioning in one global creative campaign. The One brand strategy positions Coca-Cola as an iconic brand that highlights the company’s commitment to choice, allowing consumers to choose whichever Coca-Cola suits their taste, lifestyle and diet.
The TVC featuring Sidharth Malhotra emphasises on storytelling and celebrating everyday moments. Entering a supermarket, Malhotra romances the feeling of drinking Coca-Cola which catches the attention of the female cashier. Watching him enjoying his ice cold Coca-Cola, the cashier gets lost in her thoughts and gets caught off guard when Malhotra comes in front of her. To cover up she spontaneously tells him that he is their lucky customer and has won a Coca-Cola with the condition that he has to drink it there itself. As he gulps his Coca-Cola, the cashier continues to watch him in awe.
After the award winning ‘Open Happiness’ campaign, the new campaign ‘Taste the Feeling’ by Coca-Cola is the latest global campaign that hopes to capture the hearts and minds of the younger generation.
Speaking about the campaign, Malhotra said, “Everyone seeks refreshment for different reasons and nothing beats the delicious refreshment offered by a chilled bottle of Coca-Cola. Being the ultimate refreshing beverage, Coca-Cola has been an integral part of my growing up years and I will never forget how the simple pleasure of drinking an ice-cold Coca-Cola made so many moments more memorable. I am very excited to be a part of the new ‘Taste the Feeling’ campaign, celebrating one of the many ordinary, day to day moments made special by Coca-Cola. I am sure the consumers will enjoy the ad and get reminded of their own special moments with Coca-Cola”.
‘Taste the Feeling’ campaign was rolled out in India on 11th March, 2016 at various platforms across key markets and will come to life through a number of elements, including:
• Strong TV presence across Hindi and regional channels
• Integrations across IPL matches
• Thematic OOH campaign after 3 years on brand Coca-Cola across 10 key cities at different locations
• Seeding on owned social assets and conversations through brand advocates and influencers
You can watch the TVC at:
- Agency – Sra. Rushmore, Madrid, Spain
- Creative Executive Director – Miguel Garcia Vizcaino
- Creative Executive Director – Marta Rico
- Creative Director – Rafa Otero
- Creative Director – Esther Rozadilla
- Art Directors – Pedro Oliver & Berta Dominguez
- Copywriters – Luis Sanchez & Carlos Gonzalez
Director – Mark Lever
Producer – Cynthia Agustina