New Coke “taste the feeling” family samples the pool boy

Coca-Cola has moved from advertising lots of brands to just one, Coca-Cola, although now it’s using even more agencies than ever to do so.

Coke ads have always been polished silliness in essence and this new offering in its ‘Taste the feeling’ campaign – this one from Santo – is no different.

It returns to the “hunk” theme, which used to be a property of diet Coke with its construction workers and latterly, courtesy of BETC London, gardeners. This time it’s a “pool boy’ who attracts the attention of whole family, daughter, son and mom.

Coke says it’s trying to “integrate brand benefits with emotional brand values” which is what it’s always tried to do, with varying degrees of success.

This one? Sillier than usual but has a certain impact thanks to the unusual family values on display.

MAA creative scale: 6.5.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.