Coke launches new global campaign: 'Taste the Feeling'

via Fox News

The company Tuesday rolled out a new ad campaign, "Taste the Feeling," which will be used to market Coca-Cola, Diet Coke and Coke Zero. (AP)

Coca-Cola is working hard to reboot its image amid declining sales and increased health concerns about sugary soft drinks.

The company Tuesday rolled out a new ad campaign, "Taste the Feeling," which will be used to market Coca-Cola, Diet Coke and Coke Zero, rather than running different spots. This is the first time that one campaign will be used across multiple Coke products.

"We are reinforcing that Coca-Cola is for everybody," Marco de Quinto, Coke's chief marketing officer said in on the company’s website.  "People want their Coca-Cola in different ways, but whichever one they want, they want a Coca-Cola brand with great taste and refreshment."

The new global campaign features a new theme song “Taste the Feeling” by rising Australian pop singer Conrad Sewell, known for the single “Start Again.” Hear the song here.

The reboot replaces the "Open Happiness" campaign that Coke has used since 2009.  Other well-known slogans have included "It's the Real Thing," "Coke Adds Life," and "Have a Coke and a Smile." This is its 48th different slogan during that time.

"Taste the Feeling" is the latest effort by Coke to win over more drinkers in the struggling soda category.  Currently 70 percent of Americans consume more added sugar than the USDA’s recommended limit, with one third of that sugar coming from sodas.

Soda companies have been trying to convince consumers that they produce healthier options and in 2014, the American Beverage Association pledged to cut calories in offerings by 20 percent. 

But Coca-Cola has been caught trying to sway public opinion about its soda. In March, the company got burned for paying fitness and nutrition experts to suggest its soda should be viewed as a snack idea during American Heart Month.

And last November, a controversial study was released that claims that diet drinks, such as Diet Coke, had a "neutral" to "even beneficial" effect on weight when compared to water.  The research was conducted by Peter Rogers, professor of biological psychology at Bristol University, but was funded by the International Life Sciences Institute (ILSI). But the Sunday Times found that ILSI is made up of Coca-Cola, PepsiCo, Nestlé, and other food-industry executives.

 Watch their new "Anthem" here.

Budweiser Pulls Puppies From Super Bowl Ad Plans

via AdAge

Budweiser is putting its Super Bowl puppies back in the doghouse.

The cute little critters -- which have played a key role in Bud ads for the past two Super Bowls -- are sitting out the the 2016 game and might never come back. Because as cute as they are, the puppies apparently don't sell beer. So Bud will deploy a more product-focused approach for Super Bowl 50.

Still, fans of the brand's iconic Clydesdales can rest easy. The horses, which mingled with the puppies in the ads, are coming back.

"While the puppy's story line won't be reprised in February, the Budweiser Clydesdales are icons of the brand and will most certainly make an appearance," Jorn Socquet, U.S. VP-marketing for A-B InBev, said in a statement to Ad Age.

He added: "Budweiser aired two very different spots in last February's Super Bowl, and we learned that content focused on the quality of our beer was most effective in generating sales. Starting with our 'Brewed the Hard Way' ad in last year's game and throughout 2015, our marketing has featured a bold, confident voice that speaks directly to Budweiser drinkers, and sales trends have improved as a result. We'll continue this tone in Super Bowl 50, and we're excited to explore new creative territory."

In an article published by Bloomberg last week, Mr. Socquet said that while everybody loves the puppies, "they have zero impact on beer sales. Those ads I wouldn't air again because they don't sell beer."

Bud's two Super Bowl puppy ads were by Bud agency-of-record Anomaly and were directed by Jake Scott.The spots garnered plenty of social media buzz. In a story published in advance of the 2015 Super Bowl, Ad Age declared Bud the pre-game victor after the "Lost Dog" ad -- which was released before the game -- drew nearly 31 million views.

The "Brewed the Hard Way" ad, which was not released before the game, took a hard-hitting approach that proudly declared the nation's third-largest beer as a "macro" brew. The spot generated plenty of buzz on its own -- especially within the beer world -- for taking shots at fruity micro brews and beer geeks. Bud is "brewed for drinking, not dissecting," the ad declared.

The campaign, which is also by Anomaly, has continued this year but has focused more squarely on Bud's credentials without making comparisons to crafts. 

Here is one of the latest ads.