Principle of Marketing

1. 1. Discuss the application of a single advertisement campaign of “Taste the Feeling” for all Coke
products.
A single advertisement campaign also known as single market strategy can be defined as a
marketer attempts to appeal to one large market with a single marketing strategy. In this case, the
attempts by Coke to tackled the market of the soda industry as a whole and undivided and not as
before. This “Taste the Feeling” campaign was designed to replace the previous marketing
campaign which was running for the past seven years. The previous campaign, “Open Happiness”
was thought to be too preachy and have failed to portray a more simple pleasure of enjoying a can
of cold Coke. Because of that, Coke have made a major shift in its marketing strategy from
approaching different brands of Cokes as individual sub-brands to adopting a “one-brand”
approach into a single global campaign which treats different Cokes brands as variant and avoids
distortion to the main brand. The application of this campaign was due to various factors which
includes, putting back the essence of Coke brands to what it was. The previous campaign was
viewed as failed to bring any significance increase in the sales of Coke but rather appears as preach
which discussed a deep and broad societal issues. This have drag Coke away from its original
marketing purpose of simple moments of enjoying Coke. With the application of this new
campaign, Coke hopes to be able to diminish its contradicting personality of the four different
Coke brands which is Red Coke, Life, Zero and Diet/Light Coke and to keep on accelerating the
Coke brands sales as a whole. The new campaign includes the simple enjoyment of drinking Coke
which incorporated series of moments such as ice-skating with friends and a first kiss linked by
Coca Cola. The campaign runs on various platforms including online ads, printed ads, social media
and mass media.

2. 2. Does the online advertisement create an impact to you emotionally? Explain.
Yes. The online advertisement does create an impact to me emotionally. This can be seen with the
series of moments showed in the advertisement itself that is relatable to me. Most of the moments
that appears in the series of images in the Coke website can be categorized as an everyday
occurrence and helps the consumers to remember the brands subconsciously while they are
performing those same activities or by just having memories about it. Apart from that, viewers are
also able to choose their emotional status and share their thoughts through the online application
which is linked to the website. This accessibly make it easier for the public to open up and linked
their everyday experience with Coke brand. As a whole, Coke manage to create a closeness feel
and simple pleasure of enjoying Coke with this campaign regardless the different variations of
Coke chosen by the consumers.