The Coca Cola campaign with the tagline: "Take the Coke Side of Life", that took shape in November – December 2006 is studied here. This campaign is based on a fairytale world, with a multitude of fantasy characters, and invites consumers to take a look at the good side of things.
It shows a young man putting a coin into a Coca-Cola vending machine and instead of dispensing a drink; he is whisked away into the dispenser.
The incredible world of Coca-Cola revolves around the famous bottle which is the theme of this campaign. The campaign shows that Coca-Cola is moving towards a dynamic brand
Tags: advertising, Coca-Cola, fairytale campaign
[...] The emblem of the brand became the vector and the engine's dynamic brand carrying the message; optimism. o The universality of the brand is a perfect example in the implementation of this international campaign. The slogan and the spirit of this campaign have been translated in all countries so as to accentuate the closeness desired by the brand to the consumer and the target (young crowd). The strategy used in Coca-Cola seems to be perfectly adequate. By its quality, in advertising the soft drink had stood out, additionally it managed to combine branding and modernism. [...]
[...] The multiplicity of characters who contribute to the production of a bottle of Coca-Cola refers to this idea of collective happiness. The energy of refreshing Coca-Cola boosts each one of us physically and mentally, encouraging everyone to take the brighter side of life. The consumer benefit is mainly on the "optimism in a bottle" also in the freshness (passing the bottle in a frozen world) and excitement (fireworks which ended audio and visual advertising). The freshness and excitement seem to be both rational arguments underpinning the consumer benefit. [...]
[...] Analysis of advertising of a product of great consumption: Coca-Cola Retail Advertising Selected product: Coca-Cola The Coca Cola campaign with the tagline: "Take the Coke Side of Life", that took shape in November – December 2006 is studied here. This campaign is based on a fairytale world, with a multitude of fantasy characters and invites consumers to take a look at the good side of things. It shows a young man putting a coin into a Coca-Cola vending machine and instead of dispensing a drink; he is whisked away into the dispenser. [...]
[...] The strategy of this multimedia campaign that ended in a real fireworks display in the advertising appeared to be optimistic which was perfectly executed. Beyond the aesthetic qualities proved of such advertising is also broadcast to the movies, the execution of this campaign is remarkable for several reasons. o The campaign slogan "Take the Coke Side of Life" epitomizes the spirit of this campaign and brand positioning. o This campaign focuses to modernize the brand, which tended to over-capitalize on its past image. The dynamism of the brand is more proven. [...]
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