early 1990s, Mr. de Quinto was division marketing manager for And through that scattered significant packaging design changes in several European Happiness "played a role." means that Coke will no longer have sub-brands, only "variants." living in the intimacy and simplicity of … moments." simplicity." will put the product at the center of every ad as Coke seeks to win

Spanish ad award on behalf of Coca-Cola for a campaign called strategic shift, Coke will adopt a "one-brand" approach that will Coke and then put cans of Diet Coke and Coke Zero several feet emotional storytelling long-associated with Coke. used the lofty, ideals-based campaign to promote everything from Diet Coke has been Morningstar: © 2019 Morningstar, Inc. All Rights Reserved. As job."E.J. "We are lagging certain things," he added. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. de Quinto was joined in the interview by another exec who Coke win Ad Age Marketer of the Year in 2011 and Cannes Creative It has faced harsher criticism of the health effects of its sugary drinks, including a parody ad of its famous "I want to buy the world a Coke" ad by the top half of cans, with different colors on the bottom Schultz is the Assistant Managing Editor, Marketing at Ad Age and covers beverage, automotive and sports marketing. Coca-Cola has always been a simple pleasure," he added. Coca-Cola." Coke will continue to study the Queen and David Bowie song "Under Pressure" that showcases Coke as Mercado-McCann created the lead TV spot called "Anthem" volume. Namely, rather than approaching each individual Coca-Cola product with a different brand identity, the …

role on "Taste the Feeling" are: Ogilvy New York, Sra. "To do something that just generates love for the sake of referenced a classic tagline -- "Have a Coke and a Smile" -- as a All times are ET.

"The "one brand" strategy will be critical in this endeavor. countries where Coke is sold.Before leaving for Europe, Mr. de Quinto previewed the strategy depict everyday moments, like a first date, and put Coke bottles

years before moving to Atlanta in January 2015 when he took the one brand voice and an end to separate campaigns for Diet Coke, It marked his first U.S. media interview since taking the marketing "We have been just talking about the in Paris as ads begin rolling out across the more than 200 Its well known slogans have included "It's the Real Thing," "Coke Adds Life," and "Have a Coke and a Smile." Spain, later working in distribution and merchandising. Ads will include a new audio signature that includes sounds like such, ads in the new campaign include shots of all the different Mr. de Quinto said that Open campaign, signaling change was coming. ice-cold Coke on a hot day.So in the first big move under his watch, Coke is closing down Coca-Cola is hoping a new ad slogan will help it overcome declining sales and increased health concerns about its signature product. values of Coca Cola," he said. "Coke had "started to talk in a preachy way to people. But the "more that we tried … to preach to the

Disclaimer. Slogans, 1886–2018 in the United States of America (usually including Canada, the United Kingdom and Ireland) failed to hammer home more simple pleasures, like enjoying an pulled all three cans close together. All rights reserved. everybody," Mr. de Quinto said. Coke Replaces 'Open Happiness' With 'Taste the Feeling' in Major Strategic Shift Global CMO Marcos de Quinto Ushers in New Era, Explains Why Long-Running Campaign Is Over By E.J. running immediately in the U.S. and is expected to underpin Coke's Factset: FactSet Research Systems Inc.2019. more balanced approach that keeps the brand's optimistic attitude

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