Coca-Cola has launched a new campaign – 'The Magic Taste of Coca-Cola' – across Europe to celebrate the brand's 'unique and refreshing taste', the company has said.
The campaign comprises a 60-second TV commercial, 30 and 20-second spots, as well as out-of-home, digital and PR activities.
New Animated Logo
As part of the campaign, the cola giant has introduced a new animated logo that features a giant tongue.
The creative, designed by Wieden+Kennedy, illustrates how the taste of Coca-Cola evokes memories associated with the drink, according to the company.
The new logo is part of a TV commercial, which features a woman enjoying the drink. As she feels the distinctive bubbles in the first sip, she is transported back to memories of being on a beach, playing sport and dancing with friends.
Bringing 'Moments To Life'
Marketing director for Western Europe at Coca-Cola, Walter Susini, said "The creative dramatises the magic of the Coca-Cola taste both figuratively, with the animated tongue, and emotionally through the memories associated with taking that first sip of an ice-cold Coca-Cola on a summer’s day.
"We wanted to bring these moments to life and show that not only is Coca-Cola a delicious and refreshing drink but that it also has the unique ability to bring back positive memories and associations of living your best life," he added.
The campaign soundtrack, La La La, is available on global streaming platforms including Spotify, the cola giant said.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.
