The term value-based marketing, to me, evokes images of Coca-Cola advertisements that I see often on Youtube or on television. From placing names on the bottles of Coca Cola drinks to making heart-warming Youtube videos, Coca Cola has made a brand name that conjures up an image of happiness to the general consumers. In the video link below, Coca Cola has made a refreshing commercial on the little happy moments that life has to offer. It occurred to me while I was watching the commercial that Coca Cola was not in fact advertising their drink or talking about it at all. The whole commercial sets a “feel good” tone and tries to make viewers correlate the brand name Coca Cola to happiness and warmth and through first hand experience, I already know that this type of marketing is extremely effective. As a marketing student, I am aware that Coca Cola uses these heart-warming images in order to advertise their brand name, yet I can’t feel a little giddy and light-hearted when I watch their commercials.

Personally, I love drinking Coca Cola and I’m not even sure if I have an affinity for the product merely because I enjoy the product itself, or if I have been subconsciously coaxed into relating Coca Cola with happiness. Irrespective of that, I feel that Coca Cola has appropriately encapsulated effective value based marketing. Ultimately, although as we know from class that Coca Cola is no longer making profit in North America, their omnipresence here is undoubtedly the predominant factor in why the company is so well-known and successful worldwide.

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