[TITLE] Nitika Gupta MARKETING AND MEDIA IN A GLOBAL CONTEXT (MKTG 90029) 22 April, 2016 TABLE OF CONTENTS EXECUTIVE SUMMARY 100 INTRODUCTION 400 OPEN HAPPINESS: COCA COLA GOES GLOCAL 250 Integrating the message across media 250 Impact on the Coca Cola brand 200 Recommendations 200 MOVING FORWARD: ‘TASTE THE FEELING’ CAMPAIGN 200 CONCLUSION 150 BIBLIOGRAPHY EXECUTIVE SUMMARY 200 [USE THEORIES ABOUT GLOCALIZATION HERE] Mention years the campaign ran for Mention sales decline This report has been written to study the global ‘Open Happiness’ marketing campaign launched by the US-based beverage giant The Coca Cola Company (Coca Cola) in 2009, and to analyze how the brand adapted this campaign across different cultural markets. OPEN HAPPINESS: COCA COLA GOES GLOCAL 190 When Coca Cola launched the ‘Open Happiness’ campaign in 2009, it was not the first time the company had a global marketing campaign …show more content…
First, the concept was both a strength and weakness for the campaign. On the one hand, it was simple enough to translate into multiple cultures easily— in that it had a global appeal, and it was interesting to see how the brand would associate itself with happiness. However, it can be argued that the ‘open happiness’ slogan is vague and leaves a lot to desire. It does not talk about Coke and by itself, could be mistaken for a slogan for any other product. One wonders how much it could influence people to make a purchase decision about Coca Cola. In the long term, a message about a feeling can also seem repetitive, which is something the brand seems to have realized when in early 2016, it took a more product-centric approach by changing the slogan to ‘Taste the
Opinions coupled alongside historical accounts provide a lesson demonstrating the truths of Coke’s corporate greed. Elmore’s argument development progresses in a way that the reader becomes furthered dismayed as the history lesson goes on. Coca-Cola ravaged precious water resources in third world countries which eventually resulted in a scale of humanitarian crisis, yet today The Coca-Cola Foundation’s mission statement reads: “…[We have] Committed ourselves to improving the quality of life in the communities where we do business”. Television commercials depicting delight paired with the soft drink, Coca-Cola’s slogan of, “open happiness” along with massive international event sponsorships that universally are recognized currently label the company as having a positive impact in communities. Elmore’s arguments successfully connect the dots, illustrating to the reader on the dissolute framework which held together and lead to the rise in Coca-Cola’s present day
The commercial emphasizes the logical truth of America by showing that this is a country contains many different people, with different races, religions, and ethnicities. People from different countries immigrate to America for many different reasons, and when they do, they become parts of the American citizens. As a global corporation, Coca-Cola is very smart to recognize that there are people from different countries in America, and appeal to everyone in America instead of just the U.S.-born Americans. By broadcasting this commercial, Coca-Cola wants to relay the massage that anyone is as important as others and want to bring everyone together through their products. Also,
From the beginning of time, humans have always endeavored to be happy. During this time, thousands of different people have given their interpretation of the term happiness. According to the Merriam-Webster dictionary, the simplified definition of happiness is feeling pleasure or joy because of a certain situation. In Aldous Huxley’s Brave New World, Controller, Mustapha Mond, conceals the truth in order to keep everyone happy. He gives people drugs and brainwashes them into believing that life is good. Satisfying. When John the Savage is introduced to the World State, he questions all things pertaining to “civilization.” The civilized people are willing to do everything in their power to hide from the truth. Throughout the story of Brave New World, every character craves happiness in some way, shape, or form; similarly, our society today concentrates and will
There is a reason why people are always happy in the world of commercials. By associating positive feelings with the product, the a...
By using pathos to give the audience a sense of harmony with their community and evoking feelings of togetherness, Coke brought together a larger audience than they probably imagined. Although ethos was not as strong, the end credits for the commercial did boost the credibility for Coca-Cola with them admitting to what they did in the production, why and their continuous use today of the idea of sharing a coke. This particular commercial remains a major success for the company itself and in all honesty, boosted the ethos of the company in providing the audience with something they can relate to on an everyday
It is said that Coca-Cola Australia had originally called the campaign, “Project Connect” and it was also to get people to start talking about Coke again and having people consume the product. During the first summer that Share a Coke started, more than two hundred and fifty million bottles were sold due to the publicity that campaign was receiving in Australia alone. Statistics from that summer say that ninety six percent of social media posts were positive and that only the remaining four percent were negative. (www.coca-cola.com) In the advertisement, it is clear that the names on the label can bring people together at unexpected costs. It gives people a sense of hope that not every communication is on a handheld device but that it is face to face also. As it shows in this advertisement, the Share a Coke campaign has brought friends, family and even strangers at the pool
POP! The bottle of Coke is opened and for many, all they need is one sip to become hooked on the preeminence in the case of it. For the hundred and 125-year Corporation that is all they want you to do, is take a sip of an ice cold Coke. For over a century Coca-Cola has been a powerhouse for producing one of the world favorite beverages. Wanting you to just take a sip “taste feeling” of happiness. Not only does coke do a great job of selling their products, but they have great strategy advertising it. Particularly, in the Super Bowl commercial titled Brotherly Love. In this commercial the director created a great deal of emotion, showing great sense of ethics and manifests logic. With all these tools used in the commercial
This paper will provide a detailed analysis on Coca-Cola’s public affair campaign to fight against obesity: Coming Together. The Coca-Cola Company, a global leader in the beverage industry, holds the highest market share in the soft drink industry with a net revenue exceeding $48 billion. Since obesity was raised to the forefront of American health concerns, a combination of consumer skepticism about artificial sweeteners and accusations that soft drinks contribute to obesity has lead to declines in industry sales. This campaign is initiated because the company doesn’t want to risk being labeled an apathetic contributor to one of America’s top health concerns. Its goal is to inform the public about Coca-Cola’s efforts in corporate social responsibility through a call for the public to join together in efforts to fight obesity.
Secondly, the slogan words in the campaign are powerful call to action. It is simple, catchy and easy to remember. “Share a Coke” prompts consumers to buy a Coke to share as well as to “share” about Coke through social media.
In big bold letters viewers can clearly see “Happiness Coca-Cola.” The letters are easy to notice and captivate the viewer as soon as they set their eyes upon the ad. The message “Happiness Coca-Cola” is rather simple but straight to the point but yet still proves to be quite effective. The text simply means that Coca-Cola is unmatched happiness. Coca-Cola is a delightful sensation in a bottle that can cause serenity and create unbelievable levels of enjoyment upon consumption. Now Who wouldn’t want to experience something as astonishing as that? Coca-Cola is using the appeal of happiness to further appeal to viewers. Happiness is something everyone wants, needs and depends on to make it through their day. Coca-Cola acknowledges this and uses this in their advantage. The company is clearly using the desire of happiness to draw in viewers to buy their product. In addition to the couple and words in the text the Coca-Cola company has one last major feature that can successfully persuade the viewers to acquiring their
Seven- Up Company was first invented by Charles Leiper Grigg as the Howdy Corporation in 1920, and has been trying to deliver an optimistic message to the audience. For example, Charles has added a red spot between the Seven and Up that represents talisman as stimulus to the brand. Also, in 1929, he came up with a new name lemon- lime soft drink which is non caffeine and sugar free. In the late nineteenth century and early twenties, Seven-Up was one of the privilege medicine outputs for the health benefits like the digestion system and people who has bipolar problems. Luckily, Seven-Up Company gained its popularity, was very successful in 1936, and became one of the best-selling soft drink in the world. Throughout the years, Seven-Up Company was aiming to earn reputation and propagate widely by using persuasion techniques that can touch the people and convince them in their products. However, their popularity has reduced recently due to the gaps they had in displaying their ads, and the variety of drinks that have been produced and taken a massive uprising. By looking at one of their ads, we notice that they used a lot of pathos in a way to catch people attention such as, first, they put two ladies who have smiley faces which is really attractive for the people who are unhappy in their lives, and has a way in making them think that drinking seven- Up has the magic way to happiness in life. Second, when they used the terms” you like it, it likes you”, “you deserve”, and the offer to watch “Soldiers of Fortune” show; these words talk the audience emotions, which is directly purposed to touch the viewers’ feelings and make them fall in love with the ad, but, most impo...
Coca-Cola ran its advertisement “America the beautiful” to promote cultural diversity and inclusion. The commercial was targeted towards all families living in America. As such, Coca-Cola wanted to spread the message about the diversity in America which constituted many cultures, races, lifestyles, and origins of Americans. In the commercial, “America the Beautiful” was sung in Spanish, English, Arabic, and other languages and used American families, beaches, canyons, restaurants, etc. as cultural symbols. The main goal was to promote optimism, inclusion and celebrates humanity, which is considered as Coca-Cola's core values. Moreover, the commercial was aired during major national holidays of patriotism in America, such as July 4th and Memorial Day, and in national and international sport and entertainment.
In the Coca-Cola ad the first thing clients will observe is the colors and how it is within the image. This ad uses main, additional, and a few fairly neutral colors all booming out of a coke container and in the center is a female's satisfied cheerful experience. With an image such as this provided to a individual, each factor included to the image gives a kind of satisfied sensation which the customer would want to experience. The satisfied experience results in illustrating in a individual by indicating that the lady is cheerful because the item is really excellent. The colors and the grin performs with a individuals psy...
Coca - Cola : Claims, Values and Polices Coca-Cola is a well-known and cherished brand name. When people think of this name, memories tend to overflow in their heads. Why do you need to be a member? Because, not only does Coke taste great and refresh your own personal memories, it also fills you with memories of the Coca-Cola like "Always Coca-Cola", the antics of the Coke polar bears, and all of the different ads that have represented Coke over the years. Just about every ad you see, as a consumer, has tons of hidden meanings.
This advertisement most likely wants a universal audience so it does not try to appeal to a certain status or rating. It gives no sense of appeal to thrift or savings. This advertisement is most likely aimed at all consumers. The ladybug that was mentioned in the previous paragraph might even signal that they are trying to appeal to a younger audience as well. On the right side of this Coca-Cola advertisement, besides the Coke bottle, the creators have placed a quote that says, “open a Coke, open happiness”. This quote appeals to the consumers emotions because they try to infer that by drinking a Coke you, the consumer, will become happier. In the background they purposely made it look joyful to give a happy feel to the advertisement. The tone of this advertisement would have to be joyfull. Considering the creators most likely trying to portray to a universal audience, they want all consumers to take note of this advertisement and have no one excluded from purchasing their products. I don’t believe this advertisement is trying to offend anyone. In the Coca-Cola advertisement it tries to grab people's attention with its imagery, color, emotional appeals, plain folk, and loaded language. Loaded language is also a persuasive strategy. Advertisers use loaded language to include words in their advertisement that have a positive or negative meaning to help explain the advertisement or product. “In many cases, the shopper has been prepared for the shopping experience by lush, colorful print advertisements, thirty-second television minidramas, radio jingles, and coupon promotions. (Thomas Hine, Page 115) Hine is discussing how the consumers are persuaded to buy particular items even before going shopping because of the advertisements they have seen prior. Advertisements are the supplier's way of persuading and manipulating the consumers. Now I will talk about an