Coca-Cola is pushing aside its “Open Happiness” campaign—that’s been around since 2009—to bring in a big new global campaign with the tagline, “Taste the Feeling.”
The hope is that the new campaign will spark a fire under sales, which have been flagging for more than 10 years.
“Taste the Feeling” will bring to life the idea that drinking a Coca-Cola – any Coca-Cola – is a simple pleasure that makes everyday moments more special,” the company said.
“Taste the Feeling” arrives in market under the rein of CMO Marcos de Quinto, a company veteran who has been in the role for about one year. He has a lot to prove and a fierce challenge from critics who blame sweetened sodas, in part, for the rise of obesity.
This article, from the Wall Street Journal, fills us in.
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