Coca Cola has changed their concept from “Open happiness” to “Taste the feeling” and today I was met by above ad on the biggest news site in Sweden. So what”s different you might ask? Well, this article from Adweek goes into detail but in general Coke wants to put more the focus on the product but still keep the strong emotional appeal that was started with Open Happiness. Personally, I think they do a really good job with it, but Adam Padilla from Brandfire says it best:
“Open Happiness” was successful in making consumers “feel something,” Padilla said. “But it got away from the actual product in the can, in the bottle. When you start to float too far away from your product offering, it gets too philosophical. … ‘Open Happiness’ could be said about a lot of things, when you open anything. But when you talk about ‘Taste the Feeling,’ you have very strong connectivity with a feeling with Coke, and you also have the literal aspect of tasting it—the taste of happiness.”
There is one more interesting point to be made though in a time where organic, juicing, health and exercise is all the rage. Geoff Cook from Base Design points it out:
“Coca-Cola is in one of the more unique positions that I’ve ever seen: The brand is revered, and the product is increasingly reviled,” said Cook. “Brand strategies or tactics can deflect from larger issues, but fundamentally, … there’s been a shift toward more healthful living. And until they actively change the product [to be healthier] and change the public’s perception of the product, the new branding initiatives will ring hollow.”
What do you think about Coca Cola’s new concept? And do you think it makes a difference in Coca Cola’s brand position and ultimately, sales?