Coke was launching a new campaign with the new global tag line “Taste the Feeling”. For this tag line, a new melody was created and built around it, making it singable in order to improve its memorability and enhance brand awareness. Moreover, the intrinsic sounds of enjoying this classic modern beverage were incorporated into the structure of the audio signature’s rhythm and melodic phrasing. The new sound design thus evokes the positive experience associated with the product, placing the new tagline centre stage inseparably across all communication media.
The Coca-Cola Company, Atlanta, USA
Deviant Ventures, New York, USA
Head of Marketing:
Joe Belliotti, Rodolfo Echeverria
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