analysis of coca cola advertisement - small world machines
TRANSCRIPT
Coca – Cola Open Happiness
• “Open happiness campaign”
• Introduced in 2009.
• Celebrating and cherishing the aspect of
happiness.
• Invitation to happiness.
• Sharing happiness by offering a bottle.
• A deviated path from direct selling.
Small World Machines
• Developed by Leo Burnett Agency.
• Project leader ; Jacky Jantos Tulloch.
• Duration: 3.01 minutes.
• Released on social media.
• March 2013.
• Two machines - South Dehli and Karachi.
Picturization
• Hundreds of people, of all ages used the small worlds machines for the first time.
• The machine has full body touch screen invented for the campaign and allows eye to eye contact and physical interaction.
• To use the machine, People from both countries had to actively engage with each other sending messages of peace and happiness.
• Each was rewarded with a can of coke featuring the language of the two nations.
Slogans
• “make love instead of war”
• “what unites is stronger than what set us apart”
Motive
• To provoke happiness and promote cultural
understanding.
Message
• Coca cola brought people together, despite
their differences.
• They are trying to advertise coke through a
public service message – sharing is caring.
Propaganda
• Bandwagon propaganda – tell the consumer to
join their side, as if the product itself will add
some sort of enrichment to their life.
• Glittering generalities propaganda – coke ad
do not say why the consumer should “open to
happiness”.
Symbolism
• The ad presents coca cola as a symbol of unity.
• Coca cola is there to unite peoples.
• Coke played on the human desire for a better
world – a world in which people from diverse
ethnic and racial backgrounds can live
together.
Target Audience
• All coke consumers regardless of the various
demographic features the consumers may
belong to.
• The company is not forcing the consumer to
buy the product.
• They are giving a free hand, if they think a
bottle of coke can spread happiness then they
should go for it.
Background Score
• Catchy tone.
• Connection of music with visual.
• Message of unity, commonality and
togetherness.
Creative Strategy
• Brand image.
• Its all about Coke and its consumer centered
image depicting that consumers are at the heart
of whatever coke does.
• The slogan open happiness is a witness to this
fact.
Best part of the Advertisement
• Portrayed a strong message in such a simple
way.
• It makes one see both the nation as one, where
all races are equal and for a change, promote
harmony.
• The strategy used was ideal for that time and
age.
Success of this Advertisement
• The highest shared story in the history of
cocacola.com
• The effort reached more than 20 million
facebook and twitter users.
• 2.5 million youtube views.
• It can bring smile on every faces.
• Enlightens spirit of patriotism.
• Evokes the sense of spreading love and
happiness and sharing in every individual.
Conclusion
• The Pakistan is one of the few places where
Coca-Cola does not have a absolute
stranglehold on market share.
• Coke claims close to 60percent of India's
market and 32 percent share of Pakistan's,
where it is second to Pepsi. (before this ad, it
was 24%).
Thanks for watching…
Jansher Chakkittammal