Coca-Cola’s ‘It’s the Real Thing’ campaign was a way of consolidating the vast swathe of changes being made to the brand as it entered the 1970s. Coke’s then brand manager, Ira C Herbert, heralded it ...
and Coca-Cola Life under one slogan. The "Taste the Feeling" campaign is part of an effort to combat the trend of declining soda sales, following consumers' health concerns about sugary drinks.