But does it work?

The iconic brand Coca Cola is changing its slogan, but does it work?

Coca Cola is changing its slogan from 'Open Happiness' to 'Taste the Feeling'.

Branding and advertising expert Andy Rice looks at consistency and continuity of this iconic brand, and asks 'Does it work?'

Is changing branding or a pay off line a good idea?

Andy Rice says many textbooks on marketing and branding and communication advocate consistency and continuity in ideas, strategy and execution,

So that you end up occupying the real estate in your consumers brain.

Andy Rice, Brand & Advertising Expert

Brands through their consistency give consumers a particular message. They want to be knows for something singleminded, for example, he says Volvo equals safety, Nandos equates to feeling irreverent.

And you do not build that overnight. it takes years.

So what is Coca Cola thinking?

Happiness is overused in advertising, says Cokes creative boss. So, says Rice, they have decided they are moving away from 'happiness' as a construct.

The are saying what was a distinctive piece of communication territory, is now overused.

Andy Rice, Brand & Advertising Expert

Coke is not the most patient brand, says Rice. They have had sixteen pay off lines over the years.

They put a lot behind that'Open happiness' line, only for it now to have become vanilla and generic.

Andy Rice, Brand & Advertising Expert

Recommended

by NEWSROOM AI
Read More
KFC South Africa’s Neymar mocking ad… so epic, Nando’s would be proud!

KFC South Africa’s Neymar mocking ad… so epic, Nando’s would be proud!

The South African ad is still trending around the world. Bruce Whitfield interviews branding and advertising expert Andy Rice.

Worst FIFA World Cup ad ever? It’s an easy choice… Hyundai and Maroon 5!

Worst FIFA World Cup ad ever? It’s an easy choice… Hyundai and Maroon 5!

The Money Show’s Bruce Whitfield interviews branding and advertising expert Andy Rice.

Getting drunk improves creative problem solving - Harvard Business School

Getting drunk improves creative problem solving - Harvard Business School

Bruce Whitfield asks branding and advertising expert Andy Rice about a peculiar study that has creatives reaching for the tequila.

Carling Black Label , Cell C, VW… among the 6 best advertisements of 2018

Carling Black Label , Cell C, VW… among the 6 best advertisements of 2018

In a special "Cannes Edition"; Bruce Whitfield asks branding and ad expert Andy Rice to share with him the best of the best.

MTN, Vodacom spend gazillions to convince us they’re awesome. Are you convinced?

MTN, Vodacom spend gazillions to convince us they’re awesome. Are you convinced?

Ad expert Andy Rice slams what he calls “MTN and Vodacom’s childish fight as to which one has the better network”.

Budweiser is America. But once every 4 years it's 'The World'

Budweiser is America. But once every 4 years it's 'The World'

But does it work? Would you drink it? The Money Show’s Bruce Whitfield interviews branding and advertising expert Andy Rice.

Popular articles
Are you ready to 'Walk the Talk' with 702 & MTN?

Are you ready to 'Walk the Talk' with 702 & MTN?

The annual MTN Walk the Talk with 702 takes place on 22 July this year, under the theme 'Walking for South Africa'.

Madiba’s private secretary Zelda la Grange opens up about money (hers and his)

Madiba’s private secretary Zelda la Grange opens up about money (hers and his)

Bruce Whitfield interviews La Grange about her and Madiba's attitude to money (hopes and fears, successes and failures, etc.)

You’re either a ‘money slave’ or a ‘money master’ (says author of 'My Money')

You’re either a ‘money slave’ or a ‘money master’ (says author of 'My Money')

The Money Show’s Bruce Whitfield interviews Sugar Creek financial expert and author of “My Money” Gerald Mwandiambira.

How to make money through ‘buy-to-let’ (using very little of your own money)

How to make money through ‘buy-to-let’ (using very little of your own money)

Bruce Whitfield interviews Francois Janse van Rensburg, author of “Making Money through Buy-To-Let in South Africa".

'More black farm workers are killed than white farm workers'  - Johan Burger

'More black farm workers are killed than white farm workers'  - Johan Burger

Following a spate of farm murders in the Cape, the policing expert says there aren't enough stats available on farm killings.

Soulful Sundays Playlist: Sunday 11 June 2017

Soulful Sundays Playlist: Sunday 11 June 2017

Favourites to feed your soul on Sunday.

3 easy questions could bag you R2000!

3 easy questions could bag you R2000!

WIN R2000! But only if you can prove you're a whiz of the MTN Biz Quiz by answering the following three questions...

Blesserfinder: Matching you with a sugar daddy near you

Blesserfinder: Matching you with a sugar daddy near you

Is social trend Blesserfinder, where girls are allegedly matching up with rich 'benefactors' in exchange for sex, a real thing?