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Coke Unveils New Global Marketing Strategy

Coca-Cola has unveiled a new global marketing strategy that will unite the four variants of the soft drink brand under a single brand positioning.

The move follows Coca Cola’s European decision last year to no longer treat the four variants – Coca-Cola, Diet Coca-Cola, Coca-Cola Zero, and Coca-Cola Life –  as separate brands. The new brand positioning that is being rolled out globally falls under the “Taste the Feeling” campaign.

The new campaign will feature ten TV commercials, more than 100 campaign images which will be used in print advertising, out of home billboards, in-store and digital media, new music and an audio signature as well as customisable and shareable interactive digital experiences.