Brain of the Campaign
Deviant Ventures was Coca-Cola's sonic agency of record and onboarded Sonic Lens to bring added expertise to the complete overhaul of their sonic strategy and sonic branding.
Deviant Ventures is led by one of the most celebrated icons in sonic branding history, Mr. Umut Ozaydinli, Coca-Cola's first Head of Music, and the man responsible for inserting their previous iconic "Open Happiness" melody into K'naan's "Wavin' Flag" which became the unofficial anthem of the World Cup 2010 and witnessed stadiums full of soccer fans as well as star footballers singing and dancing to Coke's brand melody in front of global audiences....a song that was #1 on iTunes in 17 countries, helped boost volume sales in Coke's largest markets by 6%, and saved nearly $90 million in costs.
Coca-Cola’s “One brand” approach
Coke has adopted a "one-brand" approach as a strategic branding decision that will bring its multiple brands under one umbrella with a single campaign, rather than running separate campaigns for diet coke and Coke Zero. The new campaign will take Coke in a new, more humble direction. The campaign has been spearheaded by The Ogilvy New York, Sra. Rushmore of Madrid, Santo of Buenos Aires and Mercado-McCann of Argentina. Sonic strategy and branding run by Deviant Ventures and Coke's former Head of Music, Umut Ozaydinli - onboarding Sonic Lens for their expertise in sonic branding to help bring the project to fruition.
"Taste the Feeling" campaign which puts Coke at the center of ordinary moments not only includes 10 TV spots, digital, print and retail campaigns but also has a new audio brand signature tune.
The New "Taste the Feeling" Audio Signature
Singable Tagline
Coke was launching a new campaign with the new global tag line “Taste the Feeling”. So, a new melody was created and built around it, making it singable in order to improve its memorability and enhance brand awareness.
Moreover, the intrinsic sounds of enjoying this classic modern beverage were incorporated into the structure of the audio signature’s rhythm and melodic phrasing. The new sound design thus evokes the positive experience associated with the product, placing the new tagline centre stage inseparably across all communication media.
Intrinsic Sound Design
The "Taste the Feeling" Anthem Song
Radio Release
Song Versions for TVCs
"Intrinsic" Soundworld of Coca-Cola
Sonic Toolkit - Enjoying Coca-Cola
"Theater of the Mind" Sonic Journeys
Sound is a visceral way to evoke the Coca-Cola product experience. One does not need to see the product or people interacting with it to evoke the joy it elicits.
This example takes us on a sonic journey from refrigerator to sliding across a wooden table to being shared by friends as part of a fun party experience.
Sound Design in Audio Signatures
NFT Collectibles
The Sound Visualizer illustrates the instantly recognizable sonics of enjoying a Coca‑Cola: from the pop of the bottle opening and sound of the drink being poured over ice, to the unmistakeable fizz and “ahhh” that accompanies that first sip, through a “living” iteration of the iconic Coca‑Cola red disc that visualizes these audio cues. This project is a Coke produced example of the "intrinsic sounds" concept.
Audio Brand Guidelines
Bespoke Assets
Flexible brand anthem / song
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variety of genres and languages
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Flexible audio signature
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variety of vocals / languges / keys / genres
Sound design toolkit
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variety of "thirst" and "satisfaction" sfx
Client
The Coca-Cola Company, Atlanta, USA
Joe Belliotti, Rodolfo Echeverria
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Ad Agency
The Ogilvy New York
Sra. Rushmore of Madrid
Santo of Buenos Aires
Mercado-McCann of Argentina
Music Agency
Deviant Ventures, New York, USA
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Music Producer
Umut Ozaydinli / Deviant Ventures
Marco Vitali / Sonic Lens
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Creative Direction
Umut Ozaydinli / Deviant Ventures
Marco Vitali / Sonic Lens
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Artist / Music Producer
Aviici
Conrad Sewell
Composers / Sound Designers
Michael Ballou
Marco Vitali
Alan Friedman
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