A new science museum in Rio de Janeiro – Museu do Amanhã (Tomorrow Museum) hosted the Brazilian launch of Coke’s new “one-brand” marketing strategy and global advertising campaign in the city that will welcome the 2016 Olympic and Paralympic Games.
More than 300 people got an exclusive look at the new “Taste the Feeling” ads alongside futuristic architecture designed by Santiago Calatrava.
Designers, models, actors, journalists, musicians, community leaders and other special guests celebrated the simple pleasure of drinking Coca-Cola, any Coca-Cola. They were introduced to the campaign and to Coca-Cola’s commitment to choice. Ice-filled bathtubs were stocked with bottles of Coca-Cola, and guests were surrounded by campaign photos as they overlooked Guanabara Bay in Rio's Port Region, which is being renovated in preparation for the Olympic Games later this year.
A diverse mix of people who passed by Praça Mauá, the scenic square where the museum is located, danced to the “carioca” music and enjoyed the festive atmosphere while celebrating the democratic pleasure of drinking a Coke.
"We're going to have a special moment in the Rio 2016 Olympic and Paralympic Games and Coca-Cola will play an important role on it. This campaign is the first step. Everything that we're going to do for the Games will be connected to the new campaign strategy, starting with the Rio 2016 Olympic Torch Relay. It will be a unique opportunity," said Javier Rodriguez, vice president of marketing, Coca-Cola Brazil.
"We could stay here all night watching these advertising pieces,” said Xiemar Zarazúa, president, Coca-Cola Brazil. “We have a lot of challenges in 2016, but also a powerful strategy."