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“We've all enjoyed a Coke at some point, right? We've all experienced the advertising, the red and white branding, the script logo, the packaging, the bottle caps, the wavy-shaped bottles, the brown colour of the liquid, the bubbles, the lip-smacking refreshing taste of a giant swig. And along the way we've all experienced the corresponding sounds of the 'Coke experience'” — Will Burns, CEO of Ideasicle.com.
The most popular and successful soft drink no doubt is Coca-Cola. It is also one of the most recognizable brands throughout the world. Coca-Cola advertisements are everywhere. It is nearly impossible that somebody never see one. Coca-Cola has appealed to many different cultures as well as appealing to a wide range of ages, all generations, young and old. The target audience that Coca-Cola is aiming the advertisement to is young people. Most of the time, we see people in advertisements as boring or doing normal activities, but no matter what the people in the advertisement are doing, with addition of Coca-Cola will transform a ‘boring person’ into a ‘really energetic and enjoyable’. In all adverts, always show them looking pleasure in drinking Coca-Cola and having a good time. Coca-Cola's 'Taste the Feeling' shows a red Coca-Cola paper cup filled with full of dark colour cola and strong contrast red light showing bubbles in a cup with a really small tagline in white. In my opinion, this is a very successful and creative advertisement. Elements of the advertisement complement how fresh the drinks are.
Firstly, using a specific paper cup gave us a music festival feeling more than a normal glass that will give a more sit-down dinner feeling in the restaurant, or a glass bottle or a can always single-use, but the paper cup is refillable such as a endless skyline. Water drops tinkle around it, making audiences want to reach out and grab it. Water drops around the cup notice that this drink is supposed to be nice and cold. This drink will refresh you from hot weather or a crowd of people.
Secondly, the combination of red and black fits the brand's colour identity very well. The colour red is a positive and active colour. Red is also often used to express love. The colour red is an intense colour that is packed with emotion ranging from passionate, intense love to anger and violence — representing both Cupid and the devil. It is a hot, strong, stimulating colour that represents excitement and energy. Studies show that the colour red can create physical effects such as elevated blood pressure, enhanced libido, increased respiratory rates, enhanced metabolism, increased enthusiasm, higher levels of energy, and increased confidence. Red represents power and courage. The black colour is the absence of colour. Black is a mysterious colour that is typically associated with the unknown or the negative. The colour black represents strength, seriousness, power, and authority. Black is a formal, elegant, and prestigious colour. Authoritative and powerful. The colour black affects the mind and body by helping to create an inconspicuous feeling, boosting confidence in appearance, and increasing the sense of potential and possibility. These 2 colours very well support the message that the brand needs to express and attract consumers' attention. When using red and black in an advert, it is straight away linked to Coca-Cola.
Thirdly, if you look closer to see what their bubbles are made of, that's the hidden message in this ad. The ad used a really clever way to guide the audience with a really small letters tagline ‘Taste the feeling’, which the audience needs to read closer and realise that bubbles are actually crowds of people in a concert or music festival. The background setting of people in concert. All hands raise up and enjoy the moment. Lots of them recording videos or taking photos with their phone — representing the digital age, the youth, and the new generation.
To summarize, Coca-Cola's success throughout the world is mainly due to the advertises that Coca-Cola is not just another tasty drink, but will be giving you positive energy and a really enjoyable lifestyle. Coco-Cola has been so successful as the adverts allow people to identify the product right away. Its advertisements, such as 'Taste the Feeling' analyzed in this essay, help attract consumers' attention because they are lively and relaxing, and therefore, in my opinion, very successful and creative.
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