The advertising industry is all about effecting people and evoking emotions. People pay millions to have their commercial or ad play throughout and during halftime just to try and reach every audience possible. Advertisements are famous for catchy slogans and commercials of people smiling and being happy enjoying their product. Essentially to convey that if you eat, drink, or use their product this is how you feel on the inside or emotionally. That’s why scenes are often families walking through the park, a dog owner walking his dog, smiling at home with your family, this is all to evoke emotion. Throughout history ads have often gone along with the climate of the country and some even using their product as a selling point to reduce the pain or sorrow. For example many famous ads came out during the Great Depression and both world wars.
Coca-cola has been a huge contributor to historical advertisements in the past and now. They always had new slogan based on the times and not just what’s happening in the US, but around the world. This that was establish on February 1st, in 1955, was a classic for Coca-cola. Coca-cola from 1955 to the now has connected their drinks connection, togetherness, friendship etc. They even put peoples names on the can now to become more relatable to the customer. Their mission has also been that coke is a beverage to be shared in order to build bonds and create new moments. The hand in front of the globe with the, “ice cold refreshing coca-cola”, in hand is very important here. Coca-cola is a global brand and always have used their adds a power symbol to remind people their drink is the best, but in this case it is that and more. During this period the Cold War tensions were very high, and like the ad it was global. This add is not just saying that coke is a symbol of friendship, but a symbol of peace as well. Also, during this year the mongers bus boycott started which lead to much divide within the country and not just worldwide. This boycotts were also around the time of the brutal murder of Emmitt Till. Coca-cola wasn’t just speaking to their global audience, but to the U.S. as well. Their was so much divide in the country and high tensions. In this ad in 1955 Coca-cola found a different way to express peace and what’s more peaceful then sharing an, “ice cold coke”, with your friend or even someone you don’t know.
The brand new, “share a coke” ad burst on to the scene in the 2010s which now includes a # so you can interactive with the slogan. You can look up on any platform, “#shareacoke”, and a whole array of pictures of come of people literally sharing a coke with friends, family, spouses, etc. Friendship back in 1955 with a coke was just an idea, now they made a reality with social media. They even replaced the logo with names like I said before. So, now if you are at the store you can grab a coke for yourself or for the person you intend to, “#shareacoke”, with. They made a switch to the slogan being the sticking point to now it is the actual bottle. It has made the slogan literal and now more noticeable instead of just an ad it is on the bottle. Personalization is very intimate which adds to their long reigning idea of Coca-cola in some way being a form of healing in tough times. Many companies don’t switch with the times, but Coca-cola has never failed to do that. They have made the, “#shareacoke”, worldwide and interactive for younger users of the product. Coca-cola has also expressed coke as unifier not just in the U.S., but for everyone. The key difference from the, “symbol of friendship”, ad is it made sharing a coke with someone a real thing because they personalized the bottle. You can actually hold it give it to a friend or stranger. Before it was simply just the Coca-Cola equals unity. It went from everyone sharing a coke to sharing a coke with a specific person.
In conclusion, Coca-cola has always been famous for their slogans and they always have changed and responded to the times. Coca-cola has been a long standing form of peace and togetherness, and that doesn’t look like it is going to change. Everyone knows what a Coke is or looks like it whether you enjoy it or not you cant say their advertising isn’t clever in more then one way.
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