You Be The Judge #5: Coca-Cola 'Taste The Feeling'

One of the biggest, most famous advertisers in the world has changed tack, so understandably people in the business are bound to take notice, examine, critique, etc. so I think this is an interesting one to get our teeth into to start the year.

Coca-Cola have dumped the 'Open Happiness' tag/campaign that they've been using for the last seven years, and have launched 'Taste The Feeling' with a whole load of telly and print ads made by a bunch of different agencies around the world. Here's a few examples...
































If you're a regular reader of this blog, you'll know that we're always banging on about the relationship between product, brand and consumer, so it was interesting to read that Marcos de Quinto, CMO of Coca-Cola, said this in reference to this new approach "We want to help remind people why they love the product as much as they love the brand."

Anyway, what do you think dear reader? Is this a good move? What do you think of the new line? What about the actual executions? Does it even matter what Coke puts in its ads as long as they have a coke bottle in and appear all over the place? We'd love to know what you think in the comments below.

Previous You Be The Judge posts...
You Be The Judge #4: Volkswagen 'Apology' Ad
You Be The Judge #3: New Johnnie Walker Campaign
You Be The Judge #2: Labour Party Candidate Videos
You Be The Judge #1: airbnb

16 comments:

  1. Like the print, not so much the TV. You?

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  2. The line is a bit pants. These would've worked just as well if they'd resurrected 'It's the real thing," which seems to be the emotional message they're going for.

    The more strategy changes, the more it stays the same, eh?

    Main worry with this is that this kind of advertising only works for the Cokes of the world. Of which there is only one. And it's Coke. But I just know clients are going to start asking for something 'You know, like what Coke are doing,' within the next 3 months. And they're going to end up disappointed when their very slick mood boards don't bring in the big bucks.

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  3. Take off the line (and it's ™) and it's back in the realms of 'It's the real thing'.

    Which is probably what the brief asked for.

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  4. The line is nonsense, and the TV seems intent on squeezing every possible emotion and feeling into an ad rather than being specific as to what that Coke feeling is- the reaction to getting sent off at football? A relationship breakdown?. Oh I get it, Coke IS life, it's everything and nothing without it.
    I must say however I do admire just how contrived some of the product placement is. Guess the putting a coke in the open casket scene got cut out at the last minute

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  5. They could've kept the old line and it wouldn't have made a difference. Don't want to know what the agency charged for this load of bollocks.

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  6. Pretty bland. Nice people having a fizzy drink and being happy.

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  7. these are not ads. it's a moodboard.
    you start a brainstorming session with this, not launch a campaign.

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  8. All those happy smiley kids won't be quite so happy and smiley when they get diabetes and rotten teeth. The TV is as sweet as the drink. Quite like the print though.

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  9. I'm not sure if I am good looking enough to comment or drink coke. They don't fuck around do they?

    I do like the point that the product is front and centre(ish) and they use the word taste. I liked the first few seconds of the coke and ice TV ad - and then it went chicken oriental on me.

    Can you still get coke in the classic contour glass bottle? I want one with name on it. As if.

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  10. I'm swigging a diet coke as I read this. I kind of feel like criticising these ads would be like standing in front of a runaway lorry and explaining to it what's wrong with the brakes.

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  11. But the committee "loved" it, I'm sure.

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  12. A good burp is a feeling you can taste so it's a cracking line rooted in a product truth

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  13. Well, my head says Coke is a generic product (in the sense that is is 'cola') so it makes sense that the ads are as generic as f. Probably does a good job of raising 'saliency' in the way you often think of Nike when you see an Adidas ad... But my heart says 'no thanks'. Hope you guys are well btw!

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  14. https://www.youtube.com/watch?v=9N28mTPvrYo

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  15. Felt a little sick watching those cheesy videos. No Coke not life.

    The print imagery is beautiful though, very reminiscent of old ads.

    Sitting here sipping on Pepsi Max - I guess that says it all.

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  16. Think the line is great for Coke. Ads are bound to be generic. Coke is generic.

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