The Coca-Cola brand has been around for a long time. Radio advertisements and television commercials have played an essential role in Coca-Cola branding. They accomplish this by telling stories that are relevant, simple, engaging, thought-provoking, and sweet. The brand uses people’s experiences and what Coca-Cola with food means to them in various ways. Apart from creating simple stories, Coca-Cola also seeks to communicate with its fans, which leads to some fantastic stories associated with brand marketing. The company has a way of making you feel like you’re part of the team (Balis,2021). If one pays attention to the commercials over the years, Coca-Cola has come a long way in a positive light. One learns how the company began, how Coca-Cola company location became popular first, and how it has grown to be a known soda globally, all through its unique and straightforward branding.
Coca-Cola associates the brand with a “good feeling” because when a person sees something they like, their mind or brain will automatically make them believe it is good. When one considers a cold drink, they know that it will undoubtedly taste good when drinking it. When a person consumes a cold Coca-Cola, they feel good (Balis,2021). The desire for more. The narrator is aware of this, which is why, in commercials, you will see someone pull out and open a cold Coca-Cola and drink it. They finish with a satisfying AHHHH sound. This informs the others that this particular drink is tasty. This pleasing sound also piques the interest of others in Coca-Cola.
Sociability and emotionality are two of Kotler’s “human qualities or attributes.” The first video, The brotherly love, connects one through emotion because the advertisement emphasizes the importance of always being there for each other in both good and bad times. Even though the older brother used to pick on the younger one, he was there for tough. Video 2 shares a Coca-Cola USA commercial, If comments one through sociability, the girl went out and bought Coca-Cola drinks for herself and her friends to enjoy.
Coca-Cola understands how difficult it is to capture customers’ attention, which is why they incorporate a human-centric design process into the majority of their advertisements. Coca-good Cola’s feelings can be found in almost all of their products. In their stories, they emphasize life experiences rather than actual products. Some of their products are bad, but they have a way of making their customers happy. According to the video, most people associate the beginning of the holidays, particularly Christmas, with commercials showing Coca-Cola trucks arriving in towns (Miller, 2021). No one is concerned about the quality or taste of the product, but rather the sensation associated with seeing the Coca-Cola logo in the background. Coca-Cola Company tries as hard as they can to make their customers feel like heroes because they are aware that customers are not interested in your business but how your product solves their problem. For Coca-Cola, it makes them feel good (Smith,2021).
Kotler discusses six attributes of a human-centric brand. Coca-Cola brands appear to have well-integrated emotionality and physicality in their human-centered brand. For example, the video “my #BestSummerCoke “displays a picture of two attractive young adults having a good time in an exotic adventure location when they run out of coke. The two are forced to run through the jungle, searching for random guys selling coke at the waterfall’s base (Miller, 2021). One cannot go through all of this in search of a drink, but it provides an enticing and existing story that pleases the eyes to promote Coca-Cola. The polar bear commercial is filled with emotion. It is short and makes you smile right away. Yes, social media marketing is difficult, but due to the Coronavirus pandemic, businesses have had no choice but to embrace it. Coca-Cola is a good example, and the key to what they’re doing is simply trying to connect with customers personally. Make the customers feel like they are a part of the company as if they are heroes.
References
Miller, D. (2021). 5 Ways to Make Your Customer the Hero in Your Marketing Material. Retrieved 16 May 2021, from http://buildingastorybrand.com/customer-the-hero-in-marketing-material/
Smith, W., COVID-19, 5., & Marketing, S. (2021). The Power of Narrative | The Return of New Coke. Retrieved 16 May 2021, from https://www.ama.org/marketing-news/the-power-of-narrative/
Balis, J. (2021). Brand Marketing Through the Coronavirus Crisis [Ebook]. Brighton,Massachusetts: HBR.org. Retrieved from http://WWW.HBR / Digital Article / Brand Marketing Through the Coronavirus Crisis.
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