Coca-Cola has unveiled its ‘One Brand’ global strategy in Ghana with the official launch of the new campaign ‘Taste the Feeling’ which replaces ‘Open Happiness’.
During the swanky launch at the Labadi Beach Hotel on Sunday, Coca-Cola revealed that its ‘One Brand’ strategy seeks to move away from multiple brand campaigns to one single iconic brand campaign that celebrates both the product and the brand.
Rodrigue Bile, Country Manager for Coca-Cola Equatorial Africa, stressed that the Coca-Cola brand does not belong to the company anyone rather to the billions of folks who consume the beverage daily adding few brands could stand up to Coca-Cola regarding longevity and relevance pointing out Nokia and Kodak who begun well but whose fortunes have dwindled.
Philip Boadu Essah, Coca-Cola Equatorial Africa Marketing Manager for Ghana also revealed that ‘Taste the Feeling’ was chosen because of its simple nature as well as timely and timeless attributes. According to Mr. Essah, the new campaign executed thanks to collaborations with Ogilvy & Mather and Squad Digital has begun on radio, TV and online platforms while retaining 4 guiding principles of the brand including sexiness and a dash of red.
Coca-Cola comes in Regular, Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life to underscore the company’s commitment to choice, allowing consumers to choose whichever Coca-Cola suits their taste, lifestyle and diet.
Poetra Asantewa, Adoma, comedian OB and the Patch Bay Band delighted attendees with poetry, music and comedy. The event hosted by Kofi Otchere Darko.