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Ads that touch people’s hearts
When we talk of the biggest advertisers, one name that is very prominent among people is Coke. It is not only one of the biggest brands in the world but also one of the very few brands that brilliantly come out with marketing campaigns that double up to be exuberant advertising campaigns.
Coca-Cola, one of the biggest brands in the world, has built the consumer base by innovative ad campaigns
When we talk of the biggest advertisers, one name that is very prominent among people is Coke. It is not only one of the biggest brands in the world but also one of the very few brands that brilliantly come out with marketing campaigns that double up to be exuberant advertising campaigns.
Over the years, Coke has gained peoples’ trust by serving them the cola on earth and making them feel special about it; the latter is what adds to the brand image. So while we start discussing about their advertisements and marketing campaigns, let’s start off with the latest one where the brand celebrates the Hispanic Heritage month.
The filmed stunt shows how Coke adorns its cans with transferable temporary tattoos personalised with people's last names. How cool would it be to go to a store, get a Coke with your surname on it and as the Coke finishes, have the tattoo of your surname on your body. The insight behind the ‘Heritage Tattoo Cans’ was the pride that Latino people have in their family names.
Though these special cans were only made for the ad film, Coke promotes a microsite with the name Orgulloso De Ser (Proud to Be), where one can purchase a ‘Share a Coke’ delineation bottle with their last name on it.
I’d like to buy the world a coke
It was in 1969 that Coca Cola’s advertising agency McCann-Erickson ended the brand’s popular ‘Things go better with Coke’ campaign and replaced with the slogan ‘It's the Real Thing’.
I'd like to buy the world a home and furnish it with love,
Grow apple trees and honey bees, and snow white turtle doves.
I'd like to teach the world to sing in perfect harmony,
I'd like to buy the world a Coke and keep it company.
It's the real thing, Coke is what the world wants today.
Establishing with this hit song, the campaign turned out to be one of the most popular ads ever.
Share a Coke
While many across the globe knew Coke for sharing happiness, it was this campaign that changed the way people looked at Coke. For the first time in Singapore, Coca-Cola cans and bottles featured nicknames and phrases like - I love you, you’re the best, BFF, Bestie, Bro, and Baby - in place of the iconic Coca-Cola logo, to inspire people to share a Coke with people they like and care about. These cans were specially designed to be split into two so that people could actually share the same can with the person they want to.
The Coke anthem
While Coca-Cola is known for featuring some of the biggest pop artistes in 1960s, following the popular culture of its time, it’s more known to us for its anthem “Ummedon wali dhoop, sunshine wali aasha…,” which has its origin and making in India. Besides this, what makes Coke special is the Coke Studio, where the most popular and talented artistes and musicians come together to churn out the best music and vocals.
By:Tushar Kalawatia
