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.
Congratulations to all the winners of this year’s Marketing Week Masters awards, including Grand Prix winner Direct Line Group and Brand of the Year KFC.
With Christmas only two months away, confidence in personal finances, the wider economy and major purchase intention have all taken a “worrying” slip.
A decade long agency relationship built on trust and consistency convinced Ikea to run with its 2019 Christmas campaign ‘Silence the Critics’, despite the concept floundering in pre-production tests.
Addressing three core needs – autonomy, competence and relatedness – can help bring brands closer to their consumers, says psychologist Natalie Nahai.