Kevin Chesters

From 'Open Happiness' to 'Taste the Feeling': Coke's struggle with emotion vs function
Advertising
Apr 04, 2016
Kevin Chesters

From 'Open Happiness' to 'Taste the Feeling': ...

Advocates of 'feeling-based' work such as Wendy Clark and Jonathan Mildenhall left Coke and a new, more rational strapline was unveiled. The author assesses the pros and cons.

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Googlies on Google: A curiosity-driven game for search

1 Googlies on Google: A curiosity-driven game for search

Reliance Disney merger: A game-changer for ad agencies, not without risks

2 Reliance Disney merger: A game-changer for ad agencies, not without risks

Weekend Fun: The Blue Film Festival

3 Weekend Fun: The Blue Film Festival

Eknath Shinde's message to advertising, marketing and media professionals

4 Eknath Shinde's message to advertising, marketing and media professionals

Logi5 launches in India, taps into location-based advertising opportunities

5 Logi5 launches in India, taps into location-based advertising opportunities

Kia's Sonet embarks on a journey of uncharted thrill

6 Kia's Sonet embarks on a journey of uncharted thrill

Varun Katyal launches Clapboard

7 Varun Katyal launches Clapboard

Kotak Mahindra Bank seeks digital creative agency

8 Kotak Mahindra Bank seeks digital creative agency

‘Home is where your people are’ from Swiss International Air Lines (SWISS) offers fresh perspective on Diwali travel

9 ‘Home is where your people are’ from Swiss International Air Lines (SWISS) offers fresh perspective on Diwali travel

How click-to-chat ads on Whatsapp are transforming marketing campaigns

10 How click-to-chat ads on Whatsapp are transforming marketing campaigns