Video credits- to Coca cola Youtube.
Through this, coca-cola just connected with millions of people on an emotional level! This is a strategy that many company’s are starting to use for their campaigns. I call it “Happy society” campaigning. Basically, the marketing team is effectively able to capture major social problems in today’s world and uses their product as a source of happiness/smiles/positivity/progression in the advertisement.As can be seen one societal issue this very advert looks at is cyber bullying. It emotionally resonates with multiple demographics and then very smartly links their product with a positive outcome.
The same concept can bee seen in the barbie campaign mentioned in Jamie Boyle’s blog. Mattel came out with a more realistic Barbie, incorporating a more realistic and empowering body shape.This product itself tackles the insecurities that many girls and women face, it supports the positive notion that all body types are beautiful and acceptable.
Coca-cola and Matell may be campaigning two completely different products and linking them to two completely different problems. But the concept is the same; Find an important problem we have today, and link our product to positively challenging it.
