THE Coca-Cola Company has launched the global “Taste the Feeling” campaign and announced its worldwide one-brand strategy in Lesotho, marking a strategic shift for the beverage corporation.
The campaign was launched yesterday at AVANI Maseru Hotel in a colourful ceremony attended by Coca Cola Company representatives and officials from the local distributor and bottler, Maluti Mountain Brewery (MMB) as well as guests from the corporate sector.
Addressing the gathering, Coca Cola Company Marketing Activations Manager, Tamar Mbalo, said the marketing strategy united all Coca-Cola brands (Coca-Cola, Coca-Cola Light/Diet, Coca-Cola Zero, and Coca-Cola Life) under the iconic red Coca-Cola disc.
“Today marks a new chapter for the Coca Cola Company as we are introducing the new one brand approach which will bring together all the Coca Cola trademark products, further reinforcing our commitment to offer our consumers’ choice with more clarity and showing how everyone can enjoy the specialness of an ice-cold Coca Cola brand,” she said.
“Every day, millions of people from across the world reach out for an ice cold Coca Cola and there is a huge opportunity for growth as consumer demand continues to escalate worldwide.
“The campaign is meant to put the Coca Cola products in the heart and mind of the consumer, making them feel every moment of drinking our brands special and worth celebrating.”
Ms Mbalo added the “Taste the Feeling” campaign would be marketed through radio and television advertisements, billboards and point of sale execution strategies.
For his part, MMB’s Marketing Manager, Mosuoe Mapetla, said the Coca Cola brand continued to enjoy long-term sales growth despite the global economic downturn.
“Over the years, Coca Cola has been fortunate to have had some of the greatest creative talent involved in developing its campaigns,” he said. “For the past year and a half, the Coca Cola Company has taken a number of forceful steps to set MMB on a renewed path for long-term growth.
“Despite the tough economic conditions around the world, we had a good 2015, and we are on track to continue our progress in 2016, meaning we are seeing progress through an enduring formula for success which is strong brands, strong marketing and strong local execution at the point of sale.”
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Mr Mapetla said the campaign used a unique approach that leveraged universal storytelling by celebrating the simple pleasure of drinking a Coca-Cola beverage, featuring the product at centre stage.
“’Taste the Feeling’ celebrates the idea that drinking a Coca Cola is a simple pleasure that makes everyday moments more special,” he said.
“The campaign has been met with much enthusiasm from consumers and the 770 000 system associates who bring our brands to life around the world. We are confident in our growth strategy through your confidence in our business.”