Coca-Cola global campaign 'Taste The Feeling' premieres tomorrow (Video)

Coca-Cola launches its global advertising campaign "Taste The Feeling," which was unveiled for the first time yesterday at a press conference in Paris.

Launch in Poland

The latest TTH campaign will launch in Poland on January 21, 2016, with the first of ten created commercials titled "Motyw przewodni" introducing it to the market.

Urszula Szymczyk, brand manager at Coca-Cola Poland Services, commented on the campaign:

Taste the Feeling will be an exceptional campaign. We want every Pole to see and feel what it truly is. The narrative and life situations used in this campaign have been presented to resonate with consumers worldwide.

Outdoor and social media

The campaign extends beyond TV commercials—complemented by an outdoor initiative revealed at the start of February. The main goal is to promote Coca-Cola’s fresh image. The campaign will feature people in common, daily life situations that become better after drinking a cold beverage. Billboards will appear in major Polish cities and popular winter holiday destinations.

To reach all age groups, the campaign will also be present on popular social media platforms and online media.

Agencies responsible for the campaign

Media agency MediaCom handles strategy, planning, and media buying (online and offline). McCann WorldGroup leads creative development for media and large formats. Fortis prepares BTL materials. SMG Next manages social media creativity and support. PR support is handled by BIS! Błasikiewicz i Sworowska Agencja Public Relations s.c.

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Terms from the article

BTL — Below The Line / direct and activating communication. Marketing activities targeted specifically at the customer, such as promotions, events, sampling, POS materials, email marketing, activations, and loyalty programs. The boundaries between ATL and BTL are often blurred today.

Coca-Cola's "Taste The Feeling" campaign launches in Poland

Why it matters: Precisely reaches the moment when purchase decisions are made: promotions in stores, events, mailings to customer databases. Effects are visible faster and easier to measure than with mass campaigns.

When to use: For promotions, sampling, events, loyalty programs, and communication with customer lists.

Risk of ignoring: Pure reach effect does not close the sale—without point-of-sale activation and direct contact, many interested consumers will not make the purchase step.

Social Media — Social platforms allowing users to create, publish, comment on, and share content, as well as build communities. For brands, they serve as organic, promotional, customer service, and analytical channels.

Why it matters: Brings reach, dialogue, and sales into one place: the brand speaks, listens, and responds where audiences spend their time. Also serves as customer service and the first front in a crisis.

When to use: Ongoing: organic content, paid campaigns, question handling, sentiment monitoring, and collaborations with creators.

Risk of ignoring: Absence in social communities gives narrative control to others—people still talk about the brand, just without its voice.

Summary

The Polish premiere of Coca-Cola’s global “Taste The Feeling” campaign will take place on January 21, 2016. The launch will feature the commercial "Motyw przewodni", the first of ten prepared materials. The TV campaign will be supplemented by outdoor activities launching at the beginning of February in major Polish cities and popular winter holiday locations.

The brand aims to reach all age groups and will also be present on social media and online media. MediaCom is responsible for media strategy and buying, McCann WorldGroup for large format creative, and BIS! Błasikiewicz i Sworowska Agencja Public Relations for PR support.