Here's what branding experts, who see it as Coca-Cola's attempt to get back to basics and remind consumers that Coca-Cola is synonymous with refreshment, had to say:
"From outside the industry, you look at a shift from 'Open Happiness' to 'Taste the Feeling,' and it doesn't seem like a huge shift really—but it really is," said Adam Padilla, CEO of consultancy Brandfire. "It's a philosophical shift [for Coca-Cola], and it ushers in a new era where de Quinto seems to be prepping Coca-Cola to make some bold moves."
"Open Happiness" was successful in making consumers "feel something," Padilla said. "But it got away from the actual product in the can, in the bottle. When you start to float too far away from your product offering, it gets too philosophical. ... 'Open Happiness' could be said about a lot of things, when you open anything. But when you talk about 'Taste the Feeling,' you have very strong connectivity with a feeling with Coke, and you also have the literal aspect of tasting it—the taste of happiness."
Erich Joachimsthaler, CEO and founder of Vivaldi Partners Group, a global brand-strategy consulting firm, agreed. "The more you intellectualize and conceptualize what Coke is all about, [the more you move away from the product]," said Joachimsthaler. "What Coke is doing now is bringing it back and saying, at the end of the day, Coke is still a refreshment."
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