PARIS – On January 19 at an event in Paris, Coca-Cola Company Chief Marketing Officer Marcos de Quinto revealed a new “One Brand” global marketing strategy that unites Coca-Cola, Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life under the iconic Coca-Cola brand positioning in one global creative campaign, “Taste the Feeling.”

“The new ‘One Brand’ approach will share the equity of Coca-Cola, across all Coca-Cola Trademark products, reinforcing our commitment to offer consumers choice with more clarity,” said de Quinto. “More than ever, we recognize people want their Coca-Cola in different ways.”

Taste the Feeling will roll out at various times across all markets globally in 2016 and will come to life through a number of elements, including visual and audio, as well as a shareable and customizable digital experience.

Rodolfo Echeverria, vice president, global creative, connections and digital at The Coca-Cola Company, commented: “The campaign creative was designed to celebrate the notion that the simple pleasure of drinking an ice cold Coca-Cola makes any moment more special. The universal moments and storytelling depicted in the campaign were created to resonate with our consumers globally. The same images and television creative in Japan will also be seen in Italy, in Mexico and around the world.”

At launch, five of the 10 spots will be released. The lead television spot, “Anthem,” is a series of ordinary moments linked by a Coca-Cola, such as ice skating with friends, a first date, a first kiss and first love. The spot will run in all markets in 2016.

Following a partnership that started in 2014, Coca-Cola has also tapped Avicii to produce a remixed version of the Taste the Feeling campaign anthem featuring Conrad Sewell; and he will produce versions of the anthem for the UEFA EURO 2016 and the Rio 2016 Olympic Games campaigns.

For more information, to see the commercials and view the campaign images, visit www.coca-colacompany.com/tastethefeeling.