NEW YORK (TheStreet) -- The Coca-Cola Co. (KO) - Get Report shares are advancing 1.19% to $41.99 on Tuesday after the beverage giant's Chief Marketing Officer Marcos de Quinto unveiled a new global marketing strategy earlier this morning in Paris.
Called "Taste the Feeling," the new campaign brings together all Coke Trademark brands, including Diet Coke, Coke Zero, and Coke Life, under a single marketing theme.
"The new 'One Brand' approach will share the equity of Coca-Cola, across all Coca-Cola Trademark products, reinforcing our commitment to offer consumers choice with more clarity," Quinto said.
Additionally, it will replace the company's previous "Open Happiness" campaign, which was launched in 2009.
This action comes at a time when critics are blaming sugary drinks for helping to fuel obesity, diabetes and tooth decay, the Wall Street Journal reports.
Six of the television ads launched today and the campaign will roll out worldwide over the next year.
TheStreet Ratings has a Buy rating on the stock, with a letter grade of B due to multiple strengths.
The company's positives can can be seen in numerous areas, such as its notable return on equity, expanding profit margins and reasonable valuation levels.
You can view the full analysis from the report here: KO
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