Coca Cola Open Happiness Analysis

894 Words 4 Pages
Coca Cola has been around and has done many different things in order to get their product well known. In 2009, Coca Cola introduced “Open Happiness”, which was used to try to sell the beverage by giving “an invitation to billions around the world to pause, refresh with a Coca-Cola, and continue to enjoy one of the life’s simple pleasures” (Coca Cola History). The Coca Cola ad uses ethos and pathos to persuade buyers of all ages that opening a bottle of Coke will bring them happiness. Coca Cola’s “Open Happiness” is divided into two different parts. The bottom half which is a white background with the red Coca Cola bottle in the center and the red caption “Open Happiness” underneath the bottle. The top half explodes a bright and colorful …show more content…
Their name is what makes them credible because they have been around since 1886 (Coca Cola History). By the 1920’s and 1930’s, the chairman of the board, Robert W. Woodruff, pushed to have operations outside of the U.S and “by the time World War II began” Coca Cola was being made in 44 countries. By the 1940’s “64 bottling plants were set up around the world to supply to troops during the war (History of Bottling). Coca-Cola has been around for a long time and has been stationed in different countries, everyone around the world knows the name and the signature red Coca Cola bottle. Just by the sight of the red and white Coke bottle they can automatically connect the bottle to the name Coca …show more content…
In the mid 1900’s, Albert Davis Lasker reformed advertising by using emotions to “sway consumers into associating their brand with a specific lifestyle or ideal” (Effectively Devious). Coca-Cola uses this method to attract people into buying their product. The famous polar bears that show up during Christmas time is one prime example of Coca-Cola’s use of pathos. This ad is often used because of “their embodiment of characteristics like innocence, mischief, and fun” (Coca Cola History). This type of ad attracts children because of the adorable looking animals, but it also attracts adult because it is a reminder of their youth when they would be attracted to cuddly looking animals. By secretly incorporating the idea of childhood and innocence, it appeals to to a broad audience rather than a specific few. Even today, Coca Cola still uses this method in their advertisements to attract populist.

In the “Open Happiness” ad, there are people and inanimate things smiling, laughing, and simply being happy. The explosion of happiness makes consumers feel that if they buy a can of Coca-Cola, they can literally “Open Happiness”. By thinking they can simply become happy just by a Coca Cola bottle, it gets embroidered into their subconscious. Seeing people in the ad smiling and happy makes people connect happiness to Coke, so if they are happy they would most likely want to celebrate with a

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