Coca-Cola Europe’s "Taste the Feeling" messages on Ardagh’s aluminium bottles
An important part of Coca-Cola Europe’s fully integrated and unified “Taste the Feeling” marketing campaign is the “emotional product communication” which features on the eye-catching 25cl shaped aluminium bottles produced by Ardagh.
Launching throughout Europe, these striking bottles use the award winning high definition, high resolution printing expertise of Ardagh’s specialist plant in Beaurepaire, France to create a hundred different images.
Each one is a full scale high definition photographic image printed across the entire surface of the bottle for maximum effect. The images are linked to the “Taste the Feeling” theme, which brings to life the idea that drinking any Coca-Cola beverage is a simple pleasure that makes everyday moments more special. Using examples such as ice-skating with friends, a first date, love or kiss, they feature universal storytelling with the product at the heart to reflect both the functional and emotional aspects of the Coca-Cola experience.
“Taste the Feeling” marks a significant shift in Coca Cola Europe’s marketing strategy, where, for the first time, all its Trademark brands will be united in one global creative campaign. When Coca-Cola Europe unveiled the “one brand” approach earlier in the year, a senior executive said:
“We are reinforcing that Coca-Cola is for everybody. It is one brand with different variants, all of which share the same values and visual iconography. People want their Coca-Cola in different ways, but whichever one they want, they want a Coca-Cola brand with great taste and refreshment.”
Marc Bettinger, Sales Director Aluminium Packaging, Ardagh Group – Metal Division, remarked: “This is one of the most pleasing of the many recent projects that we have worked on with Coca-Cola Europe. It is a perfect example of the impact that high definition print on a metal surface makes to the bottle, and we are delighted once again to be playing our part in such an important progression of this iconic brand.”