Recently at an event in Hong Kong, Coca-Cola's chief marketing officer, Marcos de Quinto, revealed a new "One Brand" global marketing strategy that, for the first time ever, 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 titled “Taste the Feeling.
“Every day, millions of people around the world reach for an ice cold Coca-Cola,” said Marcos. “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. This is a powerful investment behind all Coca-Cola products, showing how everyone can enjoy the specialness of an ice-cold Coca-Cola, with or without calories, with or without caffeine.”