Coca-Cola is launching its first global marketing campaign in more than a decade as it takes its ‘One Brand’ strategy global with the introduction of the new ‘Taste the Feeling’ strapline.
While Coca-Cola says it is too early to tell if its one brand strategy is working, early sales figures suggest the soft drinks maker has experienced a boost from its shift to showcase all its variants under its masterbrand.
As Coca-Cola kicks of its sixth year of partnership with the Rugby World Cup, GB marketing director Bobby Brittain tells Marketing Week how sponsorship will look in the company’s future under the ‘one brand strategy’ it introduced earlier this year.
People may be starting to travel again but the threat of quarantine and fears over a second wave make rebuilding consumer confidence in the industry a difficult job.
The last episode in the series examines how artificial intelligence can influence and assist the creative process, and how big its role might be in the future.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
All too often brands are obsessed with what makes people different rather than looking for traits and behaviours they share.