Saturday, July 20, 2024

Coca –Cola launches the “Taste the Feeling” campaign in Dubai



Patience Chisanga with Nathan Kalumbu President The Coca cola Compay Eurasia and Africa
Patience Chisanga with Nathan Kalumbu President of The Coca cola Company Eurasia and Africa

The Coca-coca Company has launched its first global campaign to group all Coke brands including Coca-Cola, Coca-Cola Light,Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life under one global creative campaign dubbed “Taste the Feeling.”

Zambia’s Radio and Television Broadcaster,Mandela Washington fellow, Global shaper and Co-founder of Kwatu ,Patience Chisanga, was one of the Media entrepreneurs from across the world invited to attend this exclusive event that took place in Dubai, United Arab Emirates. During the exclusive media launch campaign Nathan Kalumbu ( President of The Coca cola Company Eurasia and Africa) said the campaign was not just a global campaign but a new approach to building the Coca cola Brand and achieving this as a company means we need to be locally relevant.

patience chisanga

“Completely blown away by Coca-Cola ‘s new global marketing strategy, utterly out of words. I guess this is as per tradition of the World’s most recognizable brand. What a way to start the year, extremely grateful for this opportunity. Certainly learnt not one thing but a lot of principles about successful global marketing and community engagement. Really looking forward to the Global roll out of this new Journey ‘Taste the feeling campaign’, and being a part of it. Simple and basic yet a very powerful and honest campaign. It was a great pleasure meeting and interacting with Media entrepreneurs from around the world and some of the Coca-Cola Company’s global marketing leaders including Nathan Kalumbu President Eurasia and Africa Group, Chief Marketing Officer Marcos de Quinto and Rodolfo Echeverria Vice President Creative connections and Digital. The new adverts are so simple, meaningful and relatable. I have no doubt the world will be blown away by the honesty and truth in this campaign” says Patience Chisanga.

The “Taste the Feeling”, is Coke’s first new global advertising campaign in seven years which celebrates the idea that drinking a Coca-Cola – any Coca-Cola – is a simple pleasure that makes everyday moments more special. We are so excited that one of our Zambian media personalities could give us an inside scoop of her highlights.

In Pictures Patience Chisanga with Nathan Kalumbu President of the Coca-Cola company Eurasia and Africa plus more of her highlights interacting with Coca-cola global leaders and Media practitioners from across the world in Pictures. For more on this campaign click this link.–watch-6-ads-from-coke-s-new-global-campaign/

patience chisanga coca cola

coca cola

An international network of agencies developed the “Taste the Feeling” work, which includes a new visual identity and photography, an interactive digital experience, a global music anthem and audio signature, and a series of 10 TV commercials. Coca-Cola is at the heart of every piece of “emotional product communication.”

Six of these 60-second ads were recently unveiled. Watch them here:


Created by Mercado-McCann (Buenos Aires)

The campaign’s lead spot features a series of vignettes that capture life’s everyday moments – such as ice skating and hanging out with friends, a first date, a first kiss, and a first love – all linked by Coca-Cola and new tagline, “Taste the Feeling.” The spot introduces an original song featuring Conrad Sewell that celebrates the experience of drinking a Coca-Cola, any Coca-Cola.

“Under Pressure”                        

Created by Ogilvy & Mather (New York)

“Under Pressure” was created to reflect the “24/7” nature of life for a teenager. Throughout the spot, Coca-Cola provides a moment to pause and release everyday tensions, reflecting the notion that drinking an ice-cold Coca-Cola makes any moment more special. The ad is set to a cover version of Queen and David Bowie’s classic song, “Under Pressure.”


Created by Santo (Buenos Aires)

“Break Up” follows the journey of a young couple who romance each other, experience a break up and ultimately reconcile with Coca-Cola playing an intimate role at each stage of their relationship. The spot features the song “Made for You” with vocals by Alexander Cardinale.

“Brotherly Love”

Created by Santo (Buenos Aires)

“Brotherly Love” captures the unique relationship between brothers, a universal story of love and conflict. Ultimately the younger brother finds himself without his Coca-Cola. The older brother comes to his rescue and they enjoy a special moment together. The spot features a new version of the song “Hey Brother” by Avicii.


Created by Sra. Rushmore (Madrid)

Set in a supermarket, the spot romances the experience of drinking a Coca-Cola. When a handsome male shopper catches the attention of a female cashier, he pauses to refresh himself with an ice-cold Coca-Cola.

“What is a Coca-Cola For?”

Created by Sra. Rushmore (Madrid)

This spot begins in a restaurant on a hot day, with a young man ordering a Coca-Cola at the bar. While the bartender hands the Coke to him, we see a series of vignettes that represent why would he have a Coca-Cola. This is brought to life in a montage of “Taste the Feeling” moments spanning activities and emotions. The spot concludes with a simple comment by the young man: “I just love it.”





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