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Going Global: Will ‘One Brand’ approach will share the equity of #Coca-Cola?


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From '#Open Happiness' to '#Taste The Feeling' ,#Coca-Cola has taken all it`s four sub-brands Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life under one umbrella. No more company is going to market them separately ,back in march 2015 company took a pilot project in UK ,and calling it a 'success’, company decided to take it globally. To support the changes, the soft drink brand has worked with four different agencies – Mercado-McCann, Sra. Rushmore, Santo, and Oglivy & Mather New York – and will launch 10 TV ads across 2016.Campaign begins with the global TV spot ‘Anthem’, which shows Coca-Cola’s impact on social situations such as ice-skating with friends, a first date, a first kiss, and a first love.

CMO Marcos de Quinto said that the ‘One Brand’ strategy will provide consumers with ‘more choices’ as the brand aims to promote responsible health choices in light of global calls for a crackdown on sugar. adding on He further said "So far our strategy has been, when we had an ingredient we wanted to limit, to launch an entire new brand with different values and a new personality. This strategy of generating sub brands and not variants has created some distortions as to what the main brand is. Now we’re going to have one brand with multiple variants."

So one campaign for all the products and change in the tag line for all the markets is because of the globalization era or the top management who came up with 'open happiness' is no more associated with the company also raised eye-brows in the corporate corridor.

Shripad Nadkarni, founder, MarketGate says, "Global campaigns without culturally relevant executions just do not connect especially for categories like food and drink. It's why Coke lost a good five to seven years in India before they found their feet."

Whether the campaign swim or sinks will see in coming quarter earnings but without any shadow of doubt Company needed to revive its campaign and how it connects with people.


Standard Product-Standard Campaign 
Standard Product-Customised Campaign ? Globalsiation !!






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