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Rodolfo Echeverría from Coca-Cola: The campaign Taste the Feeling was created to echo in our consumers worldwide
Cristian Vergara| 16 de febrero de 2016
Rodolfo Echeverría, VP global de Creatividad, Conexiones & Digital para Coca-Cola
The local launching of the new Coca-Cola campaign, Taste the Feeling, took place in Bogota. The initiative is part of the brand’s global marketing strategy that Marcos de Quinto, CMO at the company, calls One Brand. The idea, he explains, is for Coca-Cola, Coca-Cola Light, Coca-Cola Zero and Coca-Cola Life, under the same slogan: Taste the Feeling.”The new One Brand strategy will strengthen our commitment to offer options to consumers in a clearer way” stated de Quinto. The creative campaign is anchored in the fundamentals of the Coca-Cola brand the Spencerian script, the red disc and the iconic glass bottle but with a modern take, featuring authentic and real moments with the product at center stage.Coca-Cola gathered ten different agencies to begin the development process. The TV commercials were produced by: Mercado-McCann, Sra. Rushmore, Santo and Ogilvy & Mather New York. Rodolfo Echeverría, VP, Global Creative, Connections & Digital, at The Coca-Cola Company said: “The campaign creative was designed to celebrate the notion that the simple pleasure of drinking an ice-cold Coca-Cola makes any moment more special. The universal moments and storytelling depicted in the campaign were created to resonate with our consumers globally. The same images and television creativity in Japan will also be seen in Italy, Mexico and around the world.”
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