I denne uge sagde Coca-Cola officielt farvel til Open Happiness-platformen, og lancerede i stedet Taste the Feeling.
Den nye platform markerer vejen mod læskedrikkens kerne-DNA og et øget fokus på produktet.
Når et af klodens mest markante brands og annoncører skifter spor, er det en nyhed – og dén type nyheder har Coca-Cola leveret støt gennem årene.
Det er nemlig blevet til 46 slogans på 130 år.
AdAge bringer listen over samtlige slogans, og heraf kan man se, at Open Happiness nåede op blandt de længstlevende i koncernens historie.
Den første, Delicious and Refreshing fra 1886, holdt i 18 år, mens Good to the Last Drop levede i 10 år, fra 1907 til 1917. I de følgende 7 årtier steg udskiftnings-hastigheden, og vi skal frem til nyere tid for finde tredjepladsen, som deles af to slogans – hver med en levetid på 7 år. Udover Open Happiness drejer det sig om Always Coca-Cola, der blev markedsført i perioden 1993-2000.
Coca-Colas taglines
- 1886 Delicious and Refreshing
- 1904 Drink Coca-Cola
- 1905 Coca-Cola Revives and Sustains
- 1906 The Great National Temperance Beverage
- 1907 Good to the Last Drop
- 1917 Three Million a Day
- 1922 Thirst Knows No Season
- 1923 Enjoy Thirst
- 1924 Refresh Yourself
- 1925 Six Million a Day
- 1926 It Had to Be Good to Get Where It Is
- 1927 Pure as Sunlight; Around the Corner from Everywhere
- 1929 The Pause that Refreshes
- 1932 Ice Cold Sunshine
- 1938 The Best Friend Thirst Ever Had; Thirst Asks Nothing More
- 1939 Whoever You Are, Whatever You Do, Wherever You May Be, When You Think of Refreshment Think of Ice Cold Coca-Cola
- 1942 The Only Thing Like Coca-Cola is Coca-Cola Itself
- 1948 Where There’s Coke There’s Hospitality
- 1949 Along the Highway to Anywhere
- 1952 What You Want is a Coke
- 1956 Coca-Cola … Makes Good Things Taste Better
- 1957 Sign of Good Taste
- 1958 The Cold, Crisp Taste of Coke
- 1959 Be Really Refreshed
- 1963 Things Go Better With Coke
- 1969 It’s the Real Thing
- 1971 I’d Like to Buy the World a Coke – part of the “It’s the Real Thing”
- 1975 Look Up America
- 1976 Coke Adds Life
- 1979 Have a Coke and a Smile
- 1982 Coke Is It!
- 1985 We’ve Got a Taste for You (Coca-Cola & Coca-Cola classic); America’s Real Choice (Coca-Cola & Coca-Cola classic)
- 1986 Red, White & You (Coca-Cola classic)
- 1986 Catch the Wave (Coca-Cola)
- 1987 When Coca-Cola is a Part of Your Life, You Can’t Beat the Feeling
- 1988 You Can’t Beat the Feeling
- 1989 Official Soft Drink of Summer
- 1990 You Can’t Beat the Real Thing
- 1993 Always Coca-Cola
- 2000 Coca-Cola. Enjoy
- 2001 Life Tastes Good
- 2003 Coca-Cola … Real
- 2005 Make It Real
- 2006 The Coke Side of Life
- 2009 Open Happiness
- 2016 Taste the Feeling
