Drinking is purposeful, enjoyable and makes a difference to the moment. Coca-Cola is central to the drinking. Getting back to communicating and tapping into consumers’ love for the product is an important objective of the new audio signature in line with the objectives of the Taste The Feeling campaign as a whole.

Integrate ‘TASTE THE FEELING’: Making the tagline “Taste the Feeling” singable incorporates the branding message of the product experience inseparably into the heart of the mnemonic.

Incorporate Intrinsic Sounds: Incorporating the intrinsic sounds of enjoying a Coca-Cola brings the product and associated positive experience to center stage.

-Created Melody around the tagline, ‘Taste The Feeling’

-Created Rhythmic Sound Design to fit around the melody

-Recorded Conrad Sewell the featured artist from official Taste The Feeling Brand Anthem produced by Avicii

-Recorded Conrad Sewell in multiple languages, multiple keys & multiple tempos in order to provide a toolkit to different markets as per creative requirements for future ‘Taste The Feeling’ campaign spots.

Because of the utilization of the audio toolkit and detailed audio guidelines by over 100 markets, key efficiencies and significant cost savings are currently being created for the brand. This strategic usage of said branding tools prevents the additional costs related to creating new mnemonic versions for future spots in the ‘Taste The Feeling’ campaign.