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A Family Fights for a Sexy Pool Man’s Attention in Coke’s Latest ‘Taste the Feeling’ Ad

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The brand teamed up with ad agency Santo to launch the new spot this week
coca-cola

Grzegorz Czapski / Shutterstock

Coca-Cola has featured attractive leading roles in ad spots since the 1990s.

In January 2016, Coca-Cola launched its “Taste the Feeling” campaign, which included repackaging to feature a red disc across all of its brands. For the second year of the campaign, Coke aims to highlight its product as “an object of desire” with its latest ad featuring a sexy pool man.

In the ad, a brother and sister fight their way to the backyard to court the attractive pool man with a bottle of Coke, only to be defeated by their mother, who is able to quench his thirst first.

“We wanted to position an ice-cold Coca-Cola as the ultimate object of desire, but also tell an emotional, human story — pretty much following the spirit of the campaign to integrate product benefits with emotional brand values," Rodolfo Echeverria, the marketer's VP-global creative, said in an email interview with Advertising Age.

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