Coca-Cola "anthem" by Mercado-McCann

Coca-Cola has released its first global campaign that brings all the variants of the drink under one banner - a move the company trialled in the UK in May 2015.

The new strapline is "Taste the feeling" and the idea is that drinking Coke – be it Diet, Zero or regular – makes the moment special. Coca-Cola’s new chief marketing officer, Marcos de Quinto, enlisted four agencies to work on the campaign, which comprises ten TV ads. The lead spot, created by the Argentina-based shop Mercado McCann, combines an uplifting original score with scenes of beautiful people enjoying life.