Description
Turning an indescribable taste into a distinctive brand asset
Among Gen Z in Kazakhstan, Coca-Cola was losing association with one of the most important drivers of beverage choice: taste. Most soft drinks are easy to describe — fruity, sweet, citrusy or herbal. But Coca-Cola is different. When people try to describe its taste, they reach for sensations, emotions and unexpected comparisons. So Coca-Cola asked: How could we make a new generation think about its taste again — without making another conventional product claim?
We turned Coca-Cola’s most unusual product truth into a new brand platform: THE UNDESCRIBABLE TASTE. Instead of telling young consumers what Coca-Cola tastes like, we invited them to explore what it feels like — a taste so unique, it can only be described through imagination.
We launched the platform with outdoor visuals that brought people’s taste metaphors to life using Coca-Cola itself — its bottle, bubbles, fizz and unmistakable visual assets. Then we invited people on social media to describe the taste in their own words. Their most evocative metaphors became creative material for the next wave of outdoor executions, turning Gen Z from an audience into contributors and allowing the language of consumers to shape the language of the brand.
This professional campaign titled 'The Undescribable Taste' was published in Kazakhstan in August, 2026. It was created for the brand: Coca-Cola, by ad agency: Ogilvy Kazakhstan. This OOH Outdoor, Print, and Static Images media campaign is related to the Drinks (Non Alcoholic) industry and contains 5 media assets. It was submitted about 2 hours ago by Creative Agency: Ogilvy Kazakhstan of Mega Media in affiliation with Ogilvy.
Credits
Client — The Coca-Cola Company
Butool Rizvi — Senior Marketing Director, CCAR
Tarlan Useynov — Integrated Marketing Experiences Director, CCAR
Yerassyl Bigazinov — Senior Consumer & Shopper Content Manager, CCAR
Irina Gorodilova — Frontline Marketing Director, Kazakhstan
Ogilvy Kazakhstan Team
Yulia Tushina — Excellence Director, DASM Group
Azatkhan Uxikbaev — Creative Director
Nikolai Chesov — Creative Grouphead
Nursultan Sagi — Creative Copywriter
Victoriya Belyaeva — Art Director
David Vashakidze — Art Director
Timofey Pozdeyev — Sr. Copywriter
Yekaterina Belyashina — Managing Director
Nursara Tleubayeva — Account Team Lead
Dameli Bolat — Senior Account Manager
Kaisar Khalikov — Account Manager
Anna Bespalko — Account Director
Rating Point Media Team
Asselya Otarbayeva — Offline Group Head
Makhabbat Khamzina — Senior Media Planner
Kymbat Ibrayeva — Account Director
Alfiya Kuzhakhmetova — Social Lead CCAR
Aisulu Nugimanova — Community Manager Kazakhstan
Studio X Team
Solen Yucel — Regional Creative Director
Emre Kucuksoz — Operational Director
