Advances in technology and the availability of video content across different platforms witness the emergence of video advertising. Video advertisements are considered the best regarding drawing user’s attention and leaving a positive effect on the memory and decision-making of the consumer (Zhang & Yuan, 2018). The location and format of the video ads have a positive influence on the effectiveness of the video ads. One will come across different ads for Coca-Cola that are targeted at different segments of the consumers and carry different hooks. The general message given in Coca ads is of a young, carefree and happy life with Coca-Cola around. The paper analyzes the Coca-Cola Taste The Feeling (2016) a that is targeted at the younger crowd.
Coca-Cola is a world famous brand that first introduced Coca-Cola in 1886 at just five cents a bottle. The leading soft drinks manufacturer in the world boasts of 500 brands and more than 700,000 employees. Teams of scientists, salespeople, and marketers work for the Coca-Cola Company in more than two hundred countries (Coca-Cola, 2017). Online advertisements carry a viral impact, and a lot relies on how they get shared among consumers. The dynamic likeability nature of online video advertisements will impact the success of a viral campaign (Shehu, Bijmolt, & Clement, 2016). The Coca-Cola Company with 44% market share leads the carbonated soft drinks category in the U.S. PepsiCo (Forbes, 2016), is its closest competitor. There are growing concerns among consumers regarding sugary soft drinks. Despite Coca-Cola’s stronghold in the market and vast global reach, the company keeps on making attempts to expand its consumer base with the help of experiential marketing. Coca-Cola has a long tendency of spreading cheer during the holiday season. The advertising campaigns are not just targeted at millennials but the whole family. The soft drink giant uses a multi-channel strategy such as TV, print and social media (Roderick., 2016).
The Coca-Cola Taste The Feeling (2016) advert
The Coca-Cola Taste The Feeling (2016) and lasts for half a minute. The ad starts with a clear graphic of the coca cola being poured in a glass. Coca-Cola is printed in its signature style on the glass, and one can hear the clear sound of the fresh cola colliding ageist the ice cubes. The words” coca cola with ice” are stand out clearly in block letters just below the rim of the glass. The ice cubes bubble up as the glass overflows with the cold drink. Immediately the ad moves to the next clip that shows a group of young friends enjoying snow in the outdoors and laughing and throwing snow on each other. The words” ice with friends “appear in the advertisement. The clip changes to the next graphic with the words” Friends with stories” and “stories with fire” that show friends getting together, laughing and a couple getting cozy. Then the graphics turn to a frying pan and with the words” fire with coca cola.” It shows a young man cooking and drinking Coca-Cola. It is followed by a scene from a dice that shows people dancing to music and the words” music with madness.” It is followed by the images of a young couple having fun together and the words” madness with you” and later” you with Coca-Cola” with the graphic of a young couple sipping the coal together from the same bottle. The scene is followed by a crystal clear image of the Coca-Cola bottle as a finger wipes away all the mist. The viewer can clearly read the words “Coca-Cola with feelings.” Below those words, the letters of Coca-Cola are written in its signature red font and color followed by the word zero in white. In the last segment, a young boy lifts the coke bottle and the words” taste the feelings “appear on the screen along with the logo of the logo of the brand. A cheerful song and music play in the background. The ad connects Coke to the joy and happiness of Christmas winters and is targeted towards the younger generation. The “Taste the feeling” ad targets the young hearts.
As the Coca-Cola ad is a video ad, the ad enjoys the quality of a longer viewing duration and carries a storyline. Thus, the viewers get the advantage of discovering the ad because of the Video advertising that maintains a higher attention intensity as asserted by Zhang, & Yuan (2018).
There is a cool and fun ambiance of the advertisement. It realties to all the fun and cool things in life that one can enjoy with their finds and partners. The presence of coca cola only enhances those feelings of love and friendships among the youth. There are several wonderful moments of friendship and excitement. Coca-Cola is part of everyone’s life, and there are no moments of fun and friendship without Coca-Cola. There are several scenes of friends having fun together and how Coca-Cola seems to be their best partner in every moment. There are fiery emotions, cool emotions, fun emotions in the advert.
The advertisement has been designed with a theme, and one can find continuity in words. Like, the” ice with friends “jump to another phrase” Friends with stories” and “stories with fire” and later” fire with coca cola.” Then there is a continuity with the words” music with madness” followed by the words” madness with you.” The advert ends with the words “Coca-Cola with feelings.” The music and the design of the advertisement go well with each other. The words are well synchronized with the graphics shown in the video ad. Music is an integral part of a video ad. The different components of the music like rhythm, melody, and harmony impact our feelings differently. Thus, music plays an essential role in films and ads. An analysis of the basic music elements in the Coca-Cola ads reflects that there are emotional benefits tied behind. The use of music in audiovisual advertising by Coca-Cola arouses positive feelings of happiness and thus makes strong emotional connections. Coca-Cola always tries to identify its products with happiness (Sánchez-Porras & Rodrigo, 2017).
Verbal semiotics includes graphics and music in the Coca-Cola advert. There are both graphics, words, phrases to illustrate the action. There need to be highly direct representations that create the narrative paths in advertisements (Kodak, Mara& Oketch,2015). The Coca-Cola advertisements make use of different modes such as color, gestures, graphics, music, and lighting to create calculating interpretive paths for viewers. There is a strong relationship between the written material and pictorial elements in the advertisement. It goes on to show that the ad has been well thought of and the idea is to leave a strong visual impact on the viewers as he reads those words and makes a connection with the graphics.
There is little white space within the advertisement that is a continuous flow of graphic, written elements, and the musical background. The graphics jump from one scene to another effortlessly and weave together a story. The bottle of Coca-Cola, the Coca-Cola glass and images of young people drinking Coca-Cola emerge in-between throughout the advertisement. Those graphics remind the viewer constantly about the purpose of the advertisement. The video advert sends the message that Coca-Cola is not just about fun and quenching your thirst, but also to satisfy the taste buds.
There are young men and women in the advertisement who are seen with the soft drink and enjoying special and fun elements with their friends. They are having fun with the snow, partying, enjoying dancing together or cooking or having a fun moment with their loved ones. Their facial expressions are happy, and they all belong to the younger lot who are carefree and happy. The Coca-Cola seems to strengthen their bond together as it seems to be their bond in their special moments.
The plot of the advertisements is to showcase the life of the youngsters and their carefree and happy life. The background of the ad tells us that the presence of the Coca-Cola soft drinks lifts their mood further. The ad motivates the youngsters to bring Coca-Cola in their life for the added fun element. The theme that runs behind is that of a fun, friendship and Coca-Cola. The language and techniques sued in the ad invoke an emotional response from the viewer as it motivates him or her to think about the advertisement. There are laments of fun and excitement used to generate some emotional response. The words focus on friendship and feelings. The font used is bright and bold. They are in white and hold good clarity with a darker background.
Conclusion
Video advertising is a powerful weapon that stimulates the targeted audience and impacts their purchasing decision. The above discussion on the Coca-Cola Taste, the Feeling (2016) video ad, stimulates the young consumers to believe in the taste and fun of the Coca-Cola drink. Coca-Cola makes use of effective elements and strategies to impact and concept to the targeted audience. The music, the sound, the graphics, and the words have been used strategically in the ad make an overall global appeal. The symbolic and iconic components of the ad appear all through the ad as the red coke bottle. The logo towards the end acts a rhetorical device. The creative strategy behind this ad impacts the consumers and attracts them towards the fun and happy moment in the ad that they can relate to. The music and graphics move fast but in tandem with each other. They keep the viewer interested in the advert and keeps the idea of fun, coke, and happiness alive at all times.
References
Coca-Cola. (2017). Our Business, coca-cola.Retrieved from https://www.coca-cola.ie/about-us/our-businessKodak, B. Mara, M. & Oketch, O. (2015). Innovation in the Language of Coca Cola Television Advertisements Researchgate, 1(1), 375–382.
Forbes. (2016). Coca-Cola’s Advertising And Marketing Efforts Are Helping It To Stay On Top, forbes Retrieved from https://www.forbes.com/sites/greatspeculations/2016/09/26/coca-colas-advertising-and-marketing-efforts-are-helping-it-to-stay-on-top/#22fa8dee28d7
Roderick., L (2016). Coca-Cola on innovating around a classic Christmas campaign, marketing week Retrieved from https://www.marketingweek.com/2016/12/06/coca-cola-innovate-christmas-ad/
Sánchez-Porras, M. J., & Rodrigo, E. M. (2017). Emotional Benefits of Coca-Cola Advertising Music. Procedia – Social and Behavioral Sciences, 237, 1444–1448
Shehu, E., Bijmolt, T. H. A., & Clement, M. (2016). Effects of Likeability Dynamics on Consumers’ Intention to Share Online Video Advertisements. Journal of Interactive Marketing, 35, 27–43.
YouTube. (2016). Coca-Cola Taste The Feeling (2016), YouTube Retrieved from https://www.youtube.com/watch?v=6W5pqlbh5sQ
Vokey, M., Tefft, B., & Tysiaczny, C. (2013). An analysis of hyper-masculinity in magazine advertisements. Sex Roles, 68(9), 562-576. doi:10.1007/s11199-013-0268-1
Zhang, X., & Yuan, S. (2018). An eye tracking analysis for video advertising: Relationship between advertisement elements and effectiveness. IEEE Access, 6, 10699-10707.
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