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Coca-Cola`s Shift to a `One Brand` Strategy: Can it Change Consumers` Perception? |
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INTRODUCTION |
| In a major overhaul of its communication strategy, Atlanta-based beverage giant The Coca-Cola Company (TCC ) launched a new “One Brand” marketing strategy in January 2016 to unite for the first time all Coke variants such as Coca-Cola, Diet Coke, Coca-Cola Zero, and Coca-Cola Life, under the Coca-Cola master brand in one global creative campaign “Taste the Feeling”. The shake up came at a time when Carbonated Soft Drink (CSD) makers globally were being challenged by increasing awareness of health concerns and taxation on sugar-sweetened drinks – factors that deterred consumers from purchasing soda. According to industry observers, the idea behind the move was to help control over-consumption of sugar by removing brand barriers to low- and zero-calorie Coke variants, eradicate brand confusion within the Coke portfolio, encourage consumers to stay within the brand, and boost sales. “This strategy of generating sub-brands, rather than variants, has created distortions in the main brand. The different brands have sometimes contradicted the personality of Coca-Cola. Creating brands for different people with different personalities undermines completely the fundamental Coca-Cola brand promise,” said Marcus de Quinto (Marcus), former CMO of Coca-Cola, as he announced the new strategy at a media event in Paris in 2016...
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