At the Heart of Coca-Cola's New Marketing Strategy!

19 January 2016 / Marketing Türkiye — Coca-Cola's 2016 advertising campaign, known in Türkiye as "Tadını Çıkar" ("Taste the Feeling"), was unveiled today at a press launch in Paris.

Letting go of its happiness theme, Coca-Cola will now continue its campaigns with a perspective that aligns with the new generation and "speaks to Generation Z."

The generation born in the 2000s is becoming increasingly influential in the advertising world, and global brands are paying attention. After lengthy research, brands that emerge with new ideas for advertising aimed at young people are now extremely careful in their efforts to engage Generation Z. Because this generation is highly emotional, one way to reach them is through emotionally driven advertising.

Coca-Cola became one of the brands that aimed to capture Generation Z's attention by building campaigns around the themes of sharing, friendship and love.

The emotional quality of the music in the ads stands out.

At today's campaign launch in Paris, the importance placed on Generation Z was discussed and the new ads were screened. All of the ads Coca-Cola released on YouTube today are designed to appeal to the emotions of the younger generation.

In the article he wrote for Marketingturkiye.com.tr on Generation Z, Erkan Terzi assesses the topic as follows: "Compared to all the other generations I have mentioned, I place much greater importance on Generation Z, because this is the generation in which borders disappear and consumers most resemble one another as citizens of every country. As a result, in your marketing strategies you will now have a data set that everyone uses. In the 1990s it wasn't easy to predict the future; of course, that challenge still continues today, but a far more predictable world awaits us. Executives who interpret this world correctly will win; those who want to be left behind will drift towards Generation X."