In what way does Coca-Cola use storytelling in its branding and marketing?
INITIAL POST – Read the Walker Smith article and watch the two videos in this week’s materials about Coca-Cola’s marketing strategies. Then respond to the prompts below:
In what way does Coca-Cola use storytelling in its branding and marketing?
The video narrator says Coca-Cola strives “to associate the brand with a good feeling.” How do they achieve this?
Pick two of Kotler’s “human qualities or attributes” listed in this week’s introduction. Select two Coca-Cola ads and describe how they use these attributes to connect with customers.
PART A – PLEASE RESPOND TO CLASSMATE DISCUSSION WHETHER YOU AGREE OR NOT & A DETAILED WHY: In what way does Coca-Cola use storytelling in its branding and marketing? It starts with the emphasis that Coca-Cola put in marketing and advertising. They spend over 4 Billion dollars in marketing and advertising. The focus is not on selling a drink, but in creating an abstract positive concept. (Painter, 1)
The whole idea behind each ad is to engage with customers in a way that hits home. Every ad provides an experience. Coca-Cola is not just an iconic image. It’s an iconic image with a feeling.
The video narrator says Coca-Cola strives “to associate the brand with a good feeling.” How do they achieve this? Every ad has a tag line that speak to us:
Taste the Feeling – Just watching a person drinking a cold bottle of coke, smiling and playing with the family, or sitting on a beach, it portrays a feeling of happiness and relaxation, just in those moments. That’s the feeling that you want to have.
Coca-Cola with Ice – The image of a very cold Coca-Cola bottle, dripping with ice on the outside is really be mouth-watering on a hot day.
Pick two of Kotler’s “human qualities or attributes” listed in this week’s introduction. Select two Coca-Cola ads and describe how they use these attributes to connect with customers.
Emotionality – The Project Connect was an incredible and successful way to show emotionality. The ‘share a can’ tag line, with a ground-breaking idea of selling a can that divides into two with the message “twice the happiness” was genius!!
Personability – the “finding your name” campaign was another hit. Everybody, from anywhere in the world, had the same reaction when finding their name on a bottle. The campaign was successful in many different ways: I would buy a bottle because I found my name, or I would buy a bottle for my Mom, Dad, or a friend whose name I found
I am a Coke person, have always been. I tried Pepsi but never liked the taste. And, like you said, Christmas still belongs to Coke, with the iconic Polar Bear, and Santa with a Coke bottle. Classic images that will never die.
PART B – PLEASE RESPOND TO CLASSMATE DISCUSSION WHETHER YOU AGREE OR NOT & A DETAILED WHY: In what way does Coca-Cola use storytelling in its branding and marketing? As stated by previous posts, Coca-Cola uses real-life scenarios that evoke happiness and joy to tell a story that includes their products. They have used situations such as bar-b-ques, family gatherings, and holidays to tell a story about how Coca-Cola is associated with those events. The focus of the ad is the story and not the product itself. Coca-Cola has been telling stories for a long time and has been hugely successful. A widely popular ad from 1971 is the “I’d like to buy the world a Coke” ad.
The video narrator says Coca-Cola strives “to associate the brand with a good feeling.” How do they achieve this? Coca-Cola achieves evoking a good feeling by telling stories that elicit joy and happiness. One of their most iconic good feeling ads is Santa and Christmas. As stated in the video, Coca-Cola has been using the ads for over twenty years, and customers look forward to the ads year after year. Other commercials focus on spending time with family or friends while drinking a coke. Their ads ask you to think of times in your life that make you smile and remember that you were drinking or sharing a Coke product.
Pick two of Kotler’s “human qualities that or attributes” listed in this week’s introduction. Select two Coca-Cola ads and describe how they use these attributes to connect with customers.
Emotionality – Coca-Cola connects emotionally with their customers by telling stories about life events that bring joy and happiness. The Christmas ads with Santa Claus evoke a strong emotional connection with customers of all ages.
Sociability – Coca-Cola’s “Share a Coke” campaign started in Australia and became a world-wide campaign due to its popularity. The ad was intended to create a conversation around Coke, and it worked. The ad told a story about connecting with friends and sharing a Coke.
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