How and why is Coca-Cola using the theme of happiness and celebration in their advertisements to increase sales?

5719 Words Nov 12th, 2014 23 Pages
How and why is Coca-Cola using the theme of happiness and celebration in their advertisements to increase sales?
Introduction and background:
Coca-Cola is one of the world’s largest beverage companies. It started its journey in 1886 as a small one-man business with modest average sales of nine servings per day. Since then, it has grown into the world’s most powerful brands with more than 1.9 billion servings sold each day in 200 different countries. Furthermore, Coca-Cola was ranked third in Forbes list of the most valuable brands in the world. Huge part of the success the company is enjoying and its impressive global presence, I believe, stems from its focus on advertising and weaving a universally relevant theme throughout their
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Most of the ads show people smiling, and enjoying life and they emphasize on joy and happiness to make viewers believe that when they open a Coca-Cola, they open the doors for happiness.
This campaign included many print ads that are similar to the previous ads from the “Live on the Coke Side of Life”, with colorful things and people exploding out of the bottle and very little human or animal interactions, which shows that it is simply an updated version of it. (Figures 10 and 11). Nevertheless, when I looked for ads designed for billboards, I have found a very interesting set of ads that were different in terms of visual experience of the external world, including the physical world and the human relationships. The ad that I will be analyzing from this campaign is shown in figure 13 below. Figure 12 shows other ads with the same concept
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2971800120650Figure11. An ad from Open Happiness campaign that is very similar to the ads from the Live on the Coke Side of Life campaign because it uses the theme of explosion.
00Figure11. An ad from Open Happiness campaign that is very similar to the ads from the Live on the Coke Side of Life campaign because it uses the theme of explosion.
0120650Figure10. An ad from Open Happiness campaign that is very similar to the ads from the Live on the Coke Side of Life campaign because of the things shooting out the bottle, but with

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