But does it work?

The iconic brand Coca Cola is changing its slogan, but does it work?

Coca Cola is changing its slogan from 'Open Happiness' to 'Taste the Feeling'.

Branding and advertising expert Andy Rice looks at consistency and continuity of this iconic brand, and asks 'Does it work?'

Is changing branding or a pay off line a good idea?

Andy Rice says many textbooks on marketing and branding and communication advocate consistency and continuity in ideas, strategy and execution,

So that you end up occupying the real estate in your consumers brain.

Andy Rice, Brand & Advertising Expert

Brands through their consistency give consumers a particular message. They want to be knows for something singleminded, for example, he says Volvo equals safety, Nandos equates to feeling irreverent.

And you do not build that overnight. it takes years.

So what is Coca Cola thinking?

Happiness is overused in advertising, says Cokes creative boss. So, says Rice, they have decided they are moving away from 'happiness' as a construct.

The are saying what was a distinctive piece of communication territory, is now overused.

Andy Rice, Brand & Advertising Expert

Coke is not the most patient brand, says Rice. They have had sixteen pay off lines over the years.

They put a lot behind that'Open happiness' line, only for it now to have become vanilla and generic.

Andy Rice, Brand & Advertising Expert
Read More
Branding expert Andy Rice hates KPMG’s airport ads

Branding expert Andy Rice hates KPMG’s airport ads

However, he loves “Patel and Singh – you’ve tried the cowboys, now try the Indians”. Bruce Whitfield interviews Rice.

Elon Musk’s SpaceX starts advertising anywhere-on-Earth in less than an hour

Elon Musk’s SpaceX starts advertising anywhere-on-Earth in less than an hour

Ad guru Jonathan Cherry loves SpaceX’s new advertisement for a service that only exists in the head of Elon Musk.

New Whiskas ad is charming and entertaining (even for non-cat people!)

New Whiskas ad is charming and entertaining (even for non-cat people!)

Santam’s ad, however, fails bigtime. Bruce Whitfield interviews ad expert Andy Rice.

ENCA’s ‘Know more, judge less’ campaign is awesome

ENCA’s ‘Know more, judge less’ campaign is awesome

The Money Show’s Bruce Whitfield interviews branding and advertising expert Andy Rice.

SAB completely nails it with this new TV ad

SAB completely nails it with this new TV ad

The Money Show’s Bruce Whitfield interviews branding and advertising expert Andy Rice.

'Insecure? Underendowed? We’ve got the car for you!'

'Insecure? Underendowed? We’ve got the car for you!'

The Money Show’s Bruce Whitfield interviews branding and advertising expert Andy Rice.

Popular articles
LISTEN: Gerrie Nel on why he's persuing prosecution against Duduzane Zuma

LISTEN: Gerrie Nel on why he's persuing prosecution against Duduzane Zuma

AfriForum will prosecute Duduzane Zuma after NPA declined to do so in 2015 following a 2014 accident where a woman died.

How we invented the modern concept of sleep

How we invented the modern concept of sleep

Dr Bodhisattva Kar reveals how industrial capitalism influenced the world's current sleep patterns.

Hassen Adams (he brought Burger King and Dunkin’ Donuts to SA) talks money

Hassen Adams (he brought Burger King and Dunkin’ Donuts to SA) talks money

The Money Show’s Bruce Whitfield interviews Adams about his attitude to money (hopes and fears, successes and failures, etc.).

Kloof Street residents living in fear as crime multiplies

Kloof Street residents living in fear as crime multiplies

A Cape Town man was stabbed to death on Saturday while trying to assist two women who were being mugged on Kloof street.

‘I started my thriving business with R5000 (and made a profit in the 1st month)’

‘I started my thriving business with R5000 (and made a profit in the 1st month)’

After 3 years there are 3 Nic Harry stores (incl online) that sell 100 000 pairs of socks in over 20 countries around the world.