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Night of feels

Coca-Cola reveals newest global campaign 'Taste the Feeling'

It was a night full of feelings as members of the media, key customers, and key partners were the first in the Philippines to witness and experience a momentous beginning of a new chapter for Coca-Cola.

The world-renowned beverage company recently hosted the “Night of Feels” at the Rigodon Ballroom Peninsula Manila to reveal the biggest global campaign beginning 2016, “Taste the Feeling,” which was launched simultaneously in 200 countries.

Coca-Cola Philippines vice president for marketing Stephan Czypionka led the ceremonial toast and explained how the new campaign would re-create the Coca-Cola experience for new and old drinkers alike by unifying everything that every Coca-Cola trademark product stood for—that the simple pleasure of drinking Coca-Cola makes every moment special no matter when, where, or who you’re with.

  • 'Taste the Feeling' Ambassadors: Coca-Cola Philippines commercial director Bruce Burnett, Coca-Cola FEMSA Philippines commercial director Javier Sanchez Carranza, icon and past Coca-Cola ambassador Gary Valenciano, new ambassador teen heartthrob James Reid, former PBB teen housemates Bailey May and Ylona Garcia, Coca-Cola Philippines vice president for Marketing Stephan Czypionka, Coca-Cola Philippines president and general manager Diego Granizo, Coca-Cola FEMSA Philippines Asia division director Fabricio Ponce, long-time Coke Ambassador Enchong Dee, returning ambassador Janella Salvador, new ambassadors and top reel-life sweethearts Enrique Gil and Liza Soberano, and Coca-Cola Philippines franchise director Carlos Alfredo Gonzales

  • New Coca-Cola Ambassadors (center) Bailey May, Ylona Garcia, Liza Soberano, Enrique Gil, James Reid, Janella Salvador, and Enchong Dee are joined by members of the Philippine team of Coca-Cola (standing from left) Integrated Marketing Communications (IMC) director Jesus Ferreira, finance director Eduardo Rearte, sustainability manager Gilda Maquillan, Assets, Promotions & Activations manager Macy Magpayo, and Public Affairs and Communications manager Samantha Sanchez; (below from left) Coca-Cola Philippines vice p resident for Public Affairs and Communications Adel Tamano is joined by former Coca-Cola ambassadors Jerome Ponce and Joseph Marco.

  • McDonald’s Kenneth Yang, Coca-Cola Philippines president and general manager Diego Granizo, and Coca-Cola Philippines vice president for Marketing Stephan Czypionka

  • Coca-Cola Philippines vice president for Public Affairs and Communication Adel Tamano, Coca-Cola Philippines vice president for Marketing Stephan Czypionka, Coca-Cola Philippines Integrated Marketing Communications director Jesus Ferreira

  • IMC Senior Sparkling content manager Jenny Cinco, marketing manager for Stills Teejae Sonza

  • Coca-Cola Philippines marketing manager for Sparkling Jonah de Lumen, Coca-Cola ASEAN Connections planning director Yasmin Mallari, McCann Erickson CEO Raul Castro, McCann Erickson VP head of Strategic Planning Gino Borromeo, McCann Erickson VP managing partner Bernadette Chincuanco, McCann Erickson creative director Chan Dela Calzada

  • 7-Eleven’s Vic Paterno

  • ‘It’ Boy LA Aguinaldo, Philippine Star Lifestyle Editor Millet Mananquil, and Robinsons’ Robina Gokongwei-Pe

  • Dawn of a New Day with Coca-Cola Philippines Vice-President for Marketing Stephan Czypionka (4th from left) and the new Coca-Cola Ambassadors Bailey May, Ylona Garcia, James Reid, Enchong Dee, Janella Salvador, Liza Soberano, and Enrique Gil

  • 'Taste the Feeling' Ambassadors: Coca-Cola Philippines commercial director Bruce Burnett, Coca-Cola FEMSA Philippines commercial director Javier Sanchez Carranza, icon and past Coca-Cola ambassador Gary Valenciano, new ambassador teen heartthrob James Reid, former PBB teen housemates Bailey May and Ylona Garcia, Coca-Cola Philippines vice president for Marketing Stephan Czypionka, Coca-Cola Philippines president and general manager Diego Granizo, Coca-Cola FEMSA Philippines Asia division director Fabricio Ponce, long-time Coke Ambassador Enchong Dee, returning ambassador Janella Salvador, new ambassadors and top reel-life sweethearts Enrique Gil and Liza Soberano, and Coca-Cola Philippines franchise director Carlos Alfredo Gonzales
  • New Coca-Cola Ambassadors (center) Bailey May, Ylona Garcia, Liza Soberano, Enrique Gil, James Reid, Janella Salvador, and Enchong Dee are joined by members of the Philippine team of Coca-Cola (standing from left) Integrated Marketing Communications (IMC) director Jesus Ferreira, finance director Eduardo Rearte, sustainability manager Gilda Maquillan, Assets, Promotions & Activations manager Macy Magpayo, and Public Affairs and Communications manager Samantha Sanchez; (below from left) Coca-Cola Philippines vice p resident for Public Affairs and Communications Adel Tamano is joined by former Coca-Cola ambassadors Jerome Ponce and Joseph Marco.
  • McDonald’s Kenneth Yang, Coca-Cola Philippines president and general manager Diego Granizo, and Coca-Cola Philippines vice president for Marketing Stephan Czypionka
  • Coca-Cola Philippines vice president for Public Affairs and Communication Adel Tamano, Coca-Cola Philippines vice president for Marketing Stephan Czypionka, Coca-Cola Philippines Integrated Marketing Communications director Jesus Ferreira
  • IMC Senior Sparkling content manager Jenny Cinco, marketing manager for Stills Teejae Sonza
  • Coca-Cola Philippines marketing manager for Sparkling Jonah de Lumen, Coca-Cola ASEAN Connections planning director Yasmin Mallari, McCann Erickson CEO Raul Castro, McCann Erickson VP head of Strategic Planning Gino Borromeo, McCann Erickson VP managing partner Bernadette Chincuanco, McCann Erickson creative director Chan Dela Calzada
  • 7-Eleven’s Vic Paterno
  • ‘It’ Boy LA Aguinaldo, Philippine Star Lifestyle Editor Millet Mananquil, and Robinsons’ Robina Gokongwei-Pe
  • Dawn of a New Day with Coca-Cola Philippines Vice-President for Marketing Stephan Czypionka (4th from left) and the new Coca-Cola Ambassadors Bailey May, Ylona Garcia, James Reid, Enchong Dee, Janella Salvador, Liza Soberano, and Enrique Gil

“‘Taste the Feeling’ is all about capturing both the functional and emotional traits of Coca-Cola—the uplifting refreshment of drinking our product and how having a Coke makes any moment more memorable and more special,” she said.

The well-loved brand gathered global creative minds from different agencies, commissioned distinguished fashion and commercial photographers, partnered with three independent artists, and collaborated with a renowned songwriter and producer to illustrate both in visual and through music intimate glimpses into everyday stories, feelings, and experiences that people share while enjoying an ice-cold Coca-Cola.

With the new approach of making all every day moments more special, the company celebrated the launch together with the announcement of its newest set of Coca-Cola ambassadors – 10 of the most influential and hottest teen celebrities today. The ambassadors include GMA7’s Kalyeserye phenomenal love team Alden Richards and Maine Mendoza, ABS-CBN’s top love teams starting with On The Wings of Love stars James Reid and Nadine Lustre, Forevermore tandem Liza Soberano and Enrique Gil, and former Pinoy Big Brother housemates Bailey May and Ylona Garcia. Also rejoining the team are longtime Coca-Cola ambassador chinito Enchong Dee and OPM “pop sweetheart” Janella Salvador.

Gary Valenciano sang and launched the new, very catchy Coca-Cola anthem with the new batch of ambassadors. Completing the roundup of performers who kept the night alive were Morissete Amon and Sam Concepcion.

Weddings, anniversaries, birthdays, graduations— Coca-Cola has been with us through all our big days.  But this year, Coca-Cola wants to remind us that life isn’t all about just the big days. Even everyday moments can be just as special, if shared with the right people and the perfect drink for everyday bonding.

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