For my first blog post, I wanted to highlight an ad by one of my favorite brands, Coca Cola. A similar version of this ad ran last February during the Super Bowl broadcast, but I was recently re-introduced to it while waiting for my film to start at a local movie theater (contracted to sell Coca Cola products). It's also a 30 second TV spot airing this February in honor of Black History month.
Coca Cola does an excellent job paralleling the evolution of their distinctive product packaging with some key moments in black history. The tone for me is inspiring and optimistic and the ad itself evokes nostalgia; resonating with those that have a strong loyalty to the brand. From the music, to the use of white space, paired with the visuals highlighting the changing shape of their recognizable glass bottle (protected 'trade dress'); this ad succeeds in conveying its intended message. It closes with a reference to the year 2008 (when President Obama made history being elected as the first African American president) and with the last frame switching from the glass bottle to the distinctive red and white Coca Cola logo with the Tagline, "Forever Forward".
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