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From 'Open Happiness' to 'Taste the Feeling': Coke's struggle with emotion vs function

Big advocates of 'feeling-based' work such as Wendy Clark and Jonathan Mildenhall have left Coke's marketing and a new, more rational strapline has been unveiled. Kevin Chesters, executive planning director, Mcgarrybowen London, draws on his experience of the brand to assess the pros and cons of this strapline change.