Even the world’s largest brands are continuously working on their brand image to effectively connect with consumers. Coca-Cola’s chief marketing officer Marcos de Quinto, recently changed their tagline to ‘Taste the Feeling’ this year after 7-year-old slogan “Open Happiness”.
“The Great National Temperance Beverage” – 1906
Looking back on the history of taglines, Coca-Cola does a great job at reflecting the times by coming up with taglines or slogans that are relevant to society in the U.S. For instance, in 1906, “The Great National Temperance Beverage,” was referencing a time when the U.S. was trying to steer away from alcoholic beverages.
“It’s the Real Thing” – 1971
Coca-Cola’s taglines also align perfectly with its ad campaigns. The “Hilltop” ad in 1971, featured a song with the words “I’d Like to Buy the World a Coke,” is still very well known today. The actual slogan for the ad was “It’s the Real Thing” and it genuinely reflected the 70’s at the time.
“Open Happiness” – 2009
During a time of economic downturn, Coca-Cola wanted America to “Open Happiness” with its new tagline. When defining happiness, Coca-Cola believes the quest for true happiness is not a quest, but a choice.
“Taste the Feeling” – 2016
It’s no secret that the new brand campaign is trying to win over younger consumers with the tagline, “Taste the Feeling” and new ad campaign. However, these days, consumers are shifting toward a more healthful living and tasting the feeling of a high-calorie sugary drink does not align with what consumers want.
Let us know what you think about the brand’s new tagline in the comment section below! Do you think Coca-Cola’s new branding initiatives help the public’s perception of the their product?
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Related:
130 Years of Coke Taglines – Advertising Age
What Branding Experts Think About Coca-Cola’s New Product-Centric Campaign – AdWeek
