Coca-Cola Promotes Sugary Fizz With ‘Open Happiness' Campaign
Alexandra Choli — January 22, 2009 — Lifestyle
References: thecoca-colacompany & adrants
Coca-Cola comes back with two new spots for its “Open Happiness” ad campaign, returning to real life scenes, but not too much. The two ads are called “Library” and “Crave,” and carry on the playful Coca-Cola tone from the world of fantasy.
“Library” says it all about the setting but clearly not enough about the content. Two teens stir up their dull study time by quietly exchanging sketches drawn on their hands and arms; sketches that slowly come to life. The flirting reaches a peak with a touch of hands which allows for Coke to slowly pour from one drawing to another.
But wait: Are drinks even allowed in the library? If I could bring drawings to life, in a library, with lots of studying to do, I would rather draw a door to the Phuket islands.
The second ad, “Crave,” follows the same daydreaming mood and explores the thoughts of a thirsty man, obsessed with the idea of a refreshing Coke. He sees the legendary shape of its bottle everywhere--in cars, in statues, in buildings… Eventually, after much turmoil and anxiety, he quenches his thirst at a nearby shop. Obviously, this could easily make a great concept for a condom ad by replacing the infatuation theme appropriately.
I thirstily buy into this comeback of the ‘Coke side of life!’
“Library” says it all about the setting but clearly not enough about the content. Two teens stir up their dull study time by quietly exchanging sketches drawn on their hands and arms; sketches that slowly come to life. The flirting reaches a peak with a touch of hands which allows for Coke to slowly pour from one drawing to another.
But wait: Are drinks even allowed in the library? If I could bring drawings to life, in a library, with lots of studying to do, I would rather draw a door to the Phuket islands.
The second ad, “Crave,” follows the same daydreaming mood and explores the thoughts of a thirsty man, obsessed with the idea of a refreshing Coke. He sees the legendary shape of its bottle everywhere--in cars, in statues, in buildings… Eventually, after much turmoil and anxiety, he quenches his thirst at a nearby shop. Obviously, this could easily make a great concept for a condom ad by replacing the infatuation theme appropriately.
I thirstily buy into this comeback of the ‘Coke side of life!’
Trend Themes
1. Surreal Advertising - Opportunities to create innovative and fantastical advertisements that capture consumers' attention and engage their imagination.
2. Interactive Marketing - Utilizing interactive elements in advertising campaigns to create a more immersive and engaging experience for viewers.
3. Emotional Branding - Captivating consumers by evoking strong emotions and connecting with them on a deeper level through advertising.
Industry Implications
1. Beverage - Disruptive innovation opportunities in the beverage industry include creating unique and immersive advertising experiences that differentiate brands in a crowded market.
2. Advertising - The advertising industry can explore new approaches to storytelling and visual creativity by incorporating surreal elements and interactivity into campaigns.
3. Consumer Goods - Incorporating emotional branding and surreal advertising can help consumer goods companies create memorable and impactful marketing campaigns that resonate with their target audience.
1.7
Score
Popularity
Activity
Freshness
