Coca-Cola announced its worldwide “One Brand” strategy in Zambia last week, marking a strategic shift for the Company and uniting the Coca-Cola family under the world’s number one beverage brand.
The Company’s Marketing Activations Manager, Takunda Jinda, at a recent event in Lusaka revealed that this marketing strategy, for the first time ever, unites all Coca-Cola brands (Coca-Cola, Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero, and Coca-Cola Life) under the iconic red Coca-Cola disc.
As a first phase, the global creative campaign, “Taste the Feeling” highlights how the hourglass-shaped drink makes every moment special.
“Every day, millions of people across Zambia and around the world reach for an ice cold Coca-Cola,” said Mr Jinda. “The new ‘One Brand’ approach will bring together all Coca-Cola Trademark products, reinforcing our commitment to offer our consumers’ choice with more clarity and showing how everyone can enjoy the specialness of an ice-cold Coca-Cola, with or without calories, based on their taste, lifestyle and diet.”
“We are very proud to be on the front line, marketing and bringing this innovative and outstanding campaign to life in Zambia” said Thomas Kamphuis, Marketing Director of Zambian Breweries, which bottles Coca-Cola in Zambia.
Using a unique approach that leverages universal storytelling through Instagram-inspired imagery, the campaign celebrates the simple pleasure of drinking a Coca-Cola beverage, featuring the product at center stage.
“More than ever, we recognize people want their Coca-Cola in different ways. Whichever one they choose, they want a Coca-Cola brand with great taste and uplifting refreshment. Through our ‘One Brand’ strategy we will move away from multiple brand campaigns, to one single iconic brand campaign that celebrates both the product and the brand,” he added.
Celebrities, socialites and musicians including Chef 187, Slap Dee,Salma sky Maureen Lilanda and Cleo Ice Queen attended the high-energy launch function at the Horseshoe Grill, which featured large-format photographs of Coke signage from around Zambia and the region by local photographer Marek Patzer.
“Taste the Feeling,” is rolling out at various times across all markets globally in 2016, coming to life in Zambia from this week, through a number of elements, including television commercials, campaign Images, new visual identity system, new music anthem and audio signature as well as a shareable and customizable interactive digital experience.
Some Pictures from the event: