Coca-Cola Celebrates Its 80th Year In Singapore And Malaysia With A New "One Brand" Strategy

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Hi Huneybees,


On 11th March 2016, Coca-Cola marked its 80th year in Singapore and Malaysia by holding big celebration with LIVE video streaming between the two locations and Huney'Z World was privileged to be invited to witness this grand occasion.

The management team in Coca-Cola Singapore facility "Yum Seng" with the audience for more good years!

Gil McLaren, GM of Coca-Cola Singapore, Malaysia and Brunei sharing the "One Brand" global marketing strategy
In conjunction with the celebration, Gil McLaren, General Manager of Coca-Cola Singapore, Malaysia and Brunei based out of Singapore and Stephen Lusk Chief Executive Officer Coca-Cola Bottling Investments Group, based out of Malaysia, jointly revealed  the launch of its new "One Brand" global marketing strategy.

The new tagline -"Taste the Feeling" is part of the "One Brand" global marketing strategy of Coca-Cola
For the first time ever, under this new "One Brand" global marketing strategy, Coca-Cola, Coca-Cola Light and Coca-Cola Zero will be united under the iconic Coca-Cola brand positioning in one global creative campaign - " Taste the Feeling."


With this "One Brand" approach, the equity of Coca-Cola, across all Coca-Cola Trademark products, will be shared to reinforce Coca-Cola commitment to offer consumer choice, showing how everyone can enjoy a variety of different Coca-Cola Trademark products.
And with the "One Brand" strategy, Coca-Cola will be moving away from having multiple brand campaigns, to a singular iconic brand campaign that celebrates both the product and the brand.

At the stimulcasted event, all invited guests across Singapore and Malaysia were sent back to memory lane when several classic commercials of Coca-Cola were screened.
Starting with the famous 1971 Coca-Cola commercial - "I'd Like to Buy the World a Coke", which later became a hit in both USA and UK when it was re-recorded by dropping the reference to Coca-Cola, several other familiar commercials such as 1980s "Can't Beat the Feeling" and 1990s "Always Coca-Cola" have had invoked much nostalgia in me.


After a tour down memory lane, the audience were introduced to the new lead television commercial "Anthem" that has started playing in both Singapore and Malaysia. An original song created for the new campaign, the soundtrack to "Anthem" has been titled "Taste the Feeling" and featured the voice of the London-born, Australia-raised singer, Conrad Sewell, whose was behind the world wide hit "Firestone".

A remix version of "Taste the Feeling" done by the Top Swedish DJ Avicii has just been released and has been my favourite pick between the two versions.

Guests at the event got to preview the campaign images of "Taste the Feeling"
"Taste the Feeling" will feature pan-Asian faces on its campaign images
As part of the focused approach to reach out to the masses, the regional campaign images of "Taste the Feeling" will feature Pan-Asian people enjoying ice-cold Coca-Cola in everyday moments and you will be able to see these images in iconic locations across the country very soon!

One of the three Pop-out photo booths that will be appearing around Singapore in coming months

Also, as part of the on-the-ground activities locally here in Singapore, a Coca-Cola "Taste the Feeling" pop-out cafe and photo booths will appear in high-traffic, iconic locations in the coming months, offering Singaporeans in their everyday moments, the pleasure of a perfectly served Coca-Cola; making these simple moments special.





"Taste the Feeling" will replace "Open happiness", which has been used as the overall marketing tagline by Coca-cola for the past seven years.


For more information on the campaign, do visit Taste the feeling website today!




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