by: michael eli dokosi/blakkpepper.com/ghana
Since its birth in 1886 by a war veteran who sought to offer the world something different, Coca-Cola has become a global beverage of choice known for its great taste and uplifting refreshment.
There is a reason why despite its fame for 130 years, the folks at Coca-Cola continue to advertise daily believing that each second a new being arrives in this world who must know about Coca-Cola.
In line with such communication ideals, Coca-Cola Ghana has unveiled the ‘One Brand’ global strategy with the new tagline being ‘Taste the Feeling’ shifting focus from the previous one ‘Open Happiness’.
Through the ‘One Brand’ strategy Coca-Cola seeks to move away from multiple brand campaigns to one single iconic brand campaign that celebrates both the product and the brand.
Country Manager for Coca-Cola Equatorial Africa, Rodrigue Bile speaking at the Ghana Media and Customer event at the Labadi Beach Hotel 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.
He disclosed Coca-Cola was the leading brand for many years till 2013 when technological and digital brands had a look in at the top but was glad to note the brand still remains in the top 3.
“Our product caters for any economic class. You could buy a better car or time piece but not a better Coca-Cola. Coca-Cola has a unique taste and while folks try to copy the ingredients the difficulty such people face is blending those ingredients to achieve the Coca-Cola taste” Mr. Bile observed.
Available at big city malls, schools, offices and corner shops, the beverage has evolved over the years to remain relevant. The unveiling of the new campaign also saw retailers, distributors and media persons in attendance.
He stated the new tagline ‘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.
He submitted that a GIF tastethefeeling.coca-cola.com challenge is on where patrons could customize their feeling while enjoying the beverage and share with friends and family.
Operations Manager, Anthony Tweneboah informed the house there is a competition for media partners who have been engaged to spread the word from May 1 to May 20. He stated the media house or platform which generates the most traffic for the brand gets to enjoy a fully catered for trip to France to watch the Euro 2016 tournament.
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 also saw expatriates, bloggers, journalists, media notables including Francis Doku, Ameyaw Debrah, Arnold Asamoah Baidoo, Patrice Amegashie, Jo-el, Adjetey Annan and Rainbow radio’s Agyemang.