Coke consolidates brands under new global campaign

Cola maker replaces 'Open Happiness' tagline with 'Taste the Feeling'

Coca-Cola, under pressure as consumers shift away from sugary drinks, is unveiling a new campaign that for the first time unites its most well-known slate of drinks under a single marketing theme.

The company announced in Paris Tuesday that the campaign, called “Taste the Feeling,”¬†would unite Coca-Cola, Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life. The campaign focuses on the experience of drinking any Coca-Cola and choosing the drink that best suits consumers’¬†tastes and lifestyles.

The campaign will launch in markets around the world this year. It will include 10 television commercials and photographs that will be used for print advertisements, billboards, in stores and online.

Shares of Coca-Cola Co. are down 2.4% over the year. PepsiCo is down 3.5%.

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