Subscribe to Ad Age now for award-winning news and insight.Īsked what lessons the brand has learned in the past year, Mr. We are managing our culturally relevant messages organically within our campaign spots not as the main subject of the story but as subtext."Ĭoca-Cola debuted the "Taste the Feeling" campaign in January 2016 as part of larger move to a "one-brand" strategy in which multiple Coke varieties are plugged within the same ad. With the pool boy ad, "we wanted to position an ice-cold Coca-Cola as the ultimate object of desire, but also tell an emotional, human story – pretty much following the spirit of the campaign to integrate product benefits with emotional brand values," Rodolfo Echeverria, the marketer's VP-global creative, stated in an email interview.Īsked about the connection to previous hunky Coke ads he said: "This story has more layers, including a 'wink' that touches on our point of view regarding diversity and inclusion. The ad, by Santo, is part of a new wave of global spots released this week by the cola giant as it begins year two of "Taste the Feeling," which has made a concerted effort to put the Coke product at the center of all ads. The new spot spotlights a brother and sister seeking to win affection from a pool boy, only to be outdueled by their mother.
Subscribe to Ad Age now for the latest industry news and analysis.īut as it begins the next phase of its "Taste the Feeling" campaign, Coke has updated its approach for contemporary times.
See the classic Diet Coke "break" ad from the 1990s featuring a shirtless construction worker, and another spot from 2013 starring a gardener. Putting a hot leading man in ads is nothing new for Coke.