Coca-Cola: Bring Fans and Feeling into the Product

It is no surprise to hear that the global powerhouse company Coca-Cola has a rich history in advertising. From Santa Claus to the “Mean” Joe Greene commercial to the Coca-Cola Bears the company has been able to produce a number of iconic advertisements that span across multiple generations. Currently, Coca-Cola is running a campaign that has a greater focus on getting their consumer to personally identify with the brand. The “Share a Coke” campaign is all about the fun that you can do while sharing a Coke is someone special. An extension of this idea is present in some of Coca-Cola’s new print and outdoor ads.

The advertisement shows what looks to be a magnified image of their classic drink, but upon a first glance, the ad becomes much more interesting. Instead of what seems to be the bubbles from the drinks carbonatization the picture is filled with a crowd of people. The copy, “Taste the Feeling” is also placed within the crowd. The combination of this copy and the composition of the picture show that Coke is not only to sell a product but also sell an ideal. A Coca-Cola beverage is meant to be enjoyed just like an event is enjoyed, at a special time and with people that you care about.  The drink, like the event, is supposed to make you feel happy and wish the experience would go on forever.