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