Coca-Cola’s new campaign in Nigeria reinforces the fact that there is a Coke for everyone
Last Friday, Coca-Cola launched its new ad campaign, “Taste the feeling” in Nigeria. The new campaign replaces “Open Happiness,” the brand’s former campaign that lasted well over seven years since its first release in 2009. But while the former leaned heavily on the emotional values of happiness and optimism, the new campaign will reflect both the functional and emotional aspects of the brand experience.
Contrary to Coke’s traditional marketing strategy, the new campaign is not just for Coca-Cola alone, but will also be used to advertise and market other Coke variants – Diet Coke/Coke Zero, Coca-Cola Light, and Coca-Cola Life (not common in the Nigerian market) a re-enforcement that Coke is for everyone and that, irrespective of the different products, it is still one brand with the same great taste.
“Coca-Cola’s new ‘Taste the Feeling’ campaign explores storytelling and everyday moments – from spending time with family, to hanging out with friends – in order to connect with consumers. The campaign celebrates the simple pleasures and experiences that make every moment of drinking Coca-Cola special.”
Although the campaign is said to be all inclusive, “Taste the feeling” is particularly focused on the younger generation who are known to live for the moment and are the most demanding as far as creativity is concerned. The campaign kicked off with an anthem and a series of television commercials that have been contextualised for different countries including Nigeria, Tanzania, Kenya, DRC and Ethiopia. The commercial captures different stories, feelings and moments linked by Coca-Cola.
Patricia Jemibewon, the Marketing Director of Coca-Cola Nigeria, explained that the company will churn out several engaging activities for Nigerian youngsters “that will provide them an opportunity to have memorable moments that keep them talking and expressing their feelings with their peers.”
On the anthem for the campaign, the Director of Public Affairs and Communications, Coca-Cola Nigeria, Clem Ugorji, said that the campaign, particularly the anthem, is designed for Nigerians, as the lyrics embody the Nigerian spirit – “No one can stop me when I taste the feeling, nothing could ever bring me down …” – “that is the Naija spirit. It’s a spirit that says I won’t give up…In spite of everything happening around us, nothing can ever pull us [Nigerians] down.”
Some of Coca-Cola’s famous slogans over the years include “It’s the Real Thing,” “Have a Coke and a Smile,” “Coke Adds Life,” and “Open Happiness.” Although the brand has been under increasing scrutiny, due to increasing health concerns, it remains resilient, and iconic. Like the chorus of its new anthem, it appears nothing can ever bring Coca-Cola down.
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