“Taste the Feeling”, Coke’s first new global advertising campaign in seven years, celebrates the idea that drinking a Coca-Cola – any Coca-Cola – is a simple pleasure that makes everyday moments more special.

Creative for the new campaign, which unites all trademark Coke brands under a single creative idea, will roll out around the world in 2016. An international network of agencies developed the “Taste the Feeling” work, which includes a new visual identity and photography, an interactive digital experience, a global music anthem and audio signature, and a series of 10 TV commercials. Coca-Cola is at the heart of every piece of “emotional product communication.”

Six of these 60-second ads were unveiled last week. Watch them here:


Created by Mercado-McCann (Buenos Aires)

The campaign’s lead spot features a series of vignettes that capture life’s everyday moments – such as ice skating and hanging out with friends, a first date, a first kiss, and a first love – all linked by Coca-Cola and new tagline, “Taste the Feeling.” The spot introduces an original song featuring Conrad Sewell that celebrates the experience of drinking a Coca-Cola, any Coca-Cola.

“Under Pressure”                        

Created by Ogilvy & Mather (New York)

“Under Pressure” was created to reflect the “24/7” nature of life for a teenager. Throughout the spot, Coca-Cola provides a moment to pause and release everyday tensions, reflecting the notion that drinking an ice-cold Coca-Cola makes any moment more special. The ad is set to a cover version of Queen and David Bowie’s classic song, “Under Pressure.”


Created by Santo (Buenos Aires)

“Break Up” follows the journey of a young couple who romance each other, experience a break up and ultimately reconcile with Coca-Cola playing an intimate role at each stage of their relationship. The spot features the song “Made for You” with vocals by Alexander Cardinale.

“Brotherly Love”

Created by Santo (Buenos Aires)

“Brotherly Love” captures the unique relationship between brothers, a universal story of love and conflict. Ultimately the younger brother finds himself without his Coca-Cola. The older brother comes to his rescue and they enjoy a special moment together. The spot features a new version of the song “Hey Brother” by Avicii.


Created by Sra. Rushmore (Madrid)

Set in a supermarket, the spot romances the experience of drinking a Coca-Cola. When a handsome male shopper catches the attention of a female cashier, he pauses to refresh himself with an ice-cold Coca-Cola.

“What is a Coca-Cola For?”

Created by Sra. Rushmore (Madrid)

This spot begins in a restaurant on a hot day, with a young man ordering a Coca-Cola at the bar. While the bartender hands the Coke to him, we see a series of vignettes that represent why would he have a Coca-Cola. This is brought to life in a montage of “Taste the Feeling” moments spanning activities and emotions. The spot concludes with a simple comment by the young man: “I just love it.”