Coca-Cola just launched a massive new ad campaign to change the conversation around sugary drinks

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Coke's new ad campaign will unite Coca-Cola, Diet Coca-Cola, Coca-Cola Zero, 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. The Wall Street Journal reported that Coca-Cola's sales (by volume) grew at just 1% in the first nine months of last year.

The launch will replace the seven-year-old Coca-Cola "Open Happiness" campaign. The drinks company had a big reshuffle last year, which included a $3 billion cost-cutting plan.

Chief marketing officer Marcos de Quinto announced the move in Paris on Tuesday. The first five TV ads can be seen in the playlist below:

"Anthem" shows a series of different emotionally charged moments in which Coke is enjoyed, finishing with all the Coca-Cola products uniting under the red Coca-Cola disc. A further five video ads will be released later.

The ads are based around a core message: "The simple pleasure of drinking any Coca-Cola makes the moment more special." The company hopes this sentiment will help change the conversation around the drink, which has frequently been driven by critics' concerns around obesity and tooth erosion.

De Quinto said: "This is a powerful investment behind all Coca-Cola products, showing how everyone can enjoy the specialness of an ice-cold Coca-Cola, with or without calories, with or without caffeine."

He added: "We've found over time that the more we position Coca-Cola as an icon, the smaller we become. The bigness of Coca-Cola resides in the fact that it's a simple pleasure — so the humbler we are, the bigger we are. We want to help remind people why they love the product as much as they love the brand."

Ten television commercials will be part of the campaign, along with more than 100 campaign images, a new song developed by Avicii, and interactive digital advertising.

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Coca-Cola just launched a massive new ad campaign to change the conversation around sugary drinks
The Atlanta based Coca-Cola Co., announced in New York Tuesday April 23, 1985 file photo a change in the 99 year old secret formula for the soft drink. This collection details the history of shapes of the soft drink's bottles. Sold at fountains in Atlanta at the start it was first bottled in Vicksburg, Mississippi. (AP Photo)
UNITED STATES - CIRCA 1950s: Teenaged girl with bottle of Coca-Cola. (Photo by George Marks/Retrofile/Getty Images)
(GERMANY OUT) *23.03.1912-16.06.1977+Physiker, Raketenforscher, D/USA- Porträt mit Coca-Cola-Flasche- 1963 (Photo by ullstein bild/ullstein bild via Getty Images)
The bottles of Coca-Cola are shown May 5, 1986. (AP Photo/Joe Holloway, Jr.)
FRANCE - MAY 01: Centenary of Coca-Cola In France In May, 1986. (Photo by Didier CONTANT/Gamma-Rapho via Getty Images)
The bottle used by Coca-Cola for export to France, stands by the prototype of the very first Coke bottle shown May 5, 1986 in Atlanta, Ga. (AP Photo/Joe Holloway, Jr.)
BOHOL, PHILIPPINES - 1988/01/01: A lemur clings to a coke bottle. . (Photo by Roland Neveu/LightRocket via Getty Images)
Bottles of Coca-Cola, Tab, and Sprite on the shelf of a grocery store in New York City, USA, September 1988. (Photo by Barbara Alper/Getty Images)
SAN FRANCISCO - JANUARY 16: Bottles of Coca-Cola are seen on the shelf at Tower Market January 16, 2004 in San Francisco, California. Coca-Cola is being investigated by U.S. regulators over allegations raised by a former employee that it had inflated its earnings. (Photo by Justin Sullivan/Getty Images)
SAN FRANCISCO - JANUARY 16: Cans of Coca-Cola are seen on the shelf at Tower Market January 16, 2004 in San Francisco, California. Coca-Cola is being investigated by U.S. regulators over allegations raised by a former employee that it had inflated its earnings. (Photo by Justin Sullivan/Getty Images)
UNITED STATES - OCTOBER 20: Bottles of Coca-Cola and Diet Coke are displayed on a shelf in an Associated Supermarket in New York Thursday, October 20, 2005. Coca-Cola Co. said third-quarter profit surged 37 percent, the biggest gain in more than a year, as sales rebounded in the U.S. and demand for Powerade sports (Photo by Ramin Talaie/Bloomberg via Getty Images)
PARK RIDGE, IL - NOVEMBER 07: 2-Liter bottles of Vanilla Coke as seen in a grocery store November 7, 2005 in Park Ridge, Illinois. Atlanta-based Coca-Cola Co. has said it plans to discontinue its Vanilla Coke in the US by the end of the year. (Photo by Tim Boyle/Getty Images)
NEW YORK - FEBRUARY 19: A general view of the new aluminum Coca-Cola bottle at Mercedes Benz Fashion Week Fall 2009 Collections at Bryant Park on February 19, 2009 in New York City (Photo by Donald Bowers/Getty Images for The Coca Cola Company)
Bottles of Coca-Cola Co.'s Coke brand soda sit on a shelf behind the bar at Smith & Wollensky in New York, U.S., on Monday, Feb. 22, 2010. Coca-Cola Co., the world's biggest soda maker, agreed to buy the North American operations of bottler Coca-Cola Enterprises Inc., more than six months after PepsiCo Inc. moved to bring its bottlers in-house to cut costs. Photographer: Daniel Acker/Bloomberg via Getty Images
A Coca-Cola bottle is displayed during a preview of the High Museum's new exhibit, "The Coca-Cola Bottle: An American Icon at 100", Wednesday, Feb. 25, 2015, in Atlanta. The exhibit, opening Feb. 28, explores the iconic design and creative legacy of the familiar soda bottle as art. (AP Photo/Branden Camp)
A piece by artist Andy Warhol, left, is displayed next to a case of Coca-Cola bottles at the High Museum's new exhibit, "The Coca-Cola Bottle: An American Icon at 100", Wednesday, Feb. 25, 2015, in Atlanta. The exhibit, opening Feb. 28, explores the iconic design and creative legacy of the familiar soda bottle as art. (AP Photo/Branden Camp)
LONDON, ENGLAND - MARCH 19: Rita Ora attends photocall to celebrates 100 years of the Coca-Cola Contour Bottle at the Coca-Cola Contour Centenary Bar on March 19, 2015 in London, England. (Photo by Mike Marsland/WireImage)
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