I call my soft drinks “pop”. I currently live in Wisconsin and everyone around me calls it “soda.” It seems like a weekly occurrence that someone, somewhere on campus brings up the pop/soda difference (same goes for bubbler/drinking fountain/water fountain). Regardless of what you call it, Coke is Coke. The Coca-Cola brand has been around for over 100 years and over 1.7 billion servings are sold daily.
What I like about Coke is that it is a brand that has stuck to its mission since the beginning. Their mission is: to refresh the world, inspire moments of optimism and happiness, create value and make a difference, and it can it be recognized in their advertising campaigns.
Here is my favorite campaign:
It may be older but it continues to make me smile every time I watch it. What makes this campaign so successful for the brand is that it really does create happiness and makes a difference – two things they value in their mission. Created in early 1970’s when the country wasn’t big on diversity, this advertisement feeds off of the need for diversity and includes nearly every nationality. It also has a great message: I’d like to teach the world to sing, in perfect harmony.
Fast-forward to the 1990’s and Coke still uses this campaign:
I think this campaign is such a success for the brand because it is very simple. It is literally reusing the actors/song/setting for the second commercial. The happiness created in the first advertisement is again seen in here, as well as the diversity. I think the great thing about this second one is that it is featuring the next generation as well, which is playing off of Coke “refreshing the world.” A brand is an experience, and what I experience when viewing these advertisements is happiness and inspiration. Not only does the catchy song get stuck in my head and make me think about Coke, but the pure joy expressed in these advertisements makes me want to go out a buy a Coke right away.