Coca-Cola's Anthem: Taste The Feeling Campaign

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Since its introduction in 1886, Coca-Cola has applied a multitude of global marketing strategies through their advertising campaigns. The current technology-driven lifestyle has led to an expansion of marketing techniques to keep up with the societal demands and trends worldwide. Coca-Cola is continuously modifying their marketing strategies to maintain relevancy in the Millennial-driven marketplace. Millennials are individuals born between 1977 and 2000 following the introduction of the internet. The technology-dominated age became a norm for this specific generation more so than any of the other generations and it continues to be a central part of the lifestyle today. The former Chief Marketing and Commercial Officer of Coca-Cola, Joe Tripodi, …show more content…

The product is revealed as a daily pleasure that makes every day more special through 10 different television commercials and at least 100 campaign images exemplifying the slice-of-life message style (“Coca-Cola Announces…”). The prime television commercial, “Anthem,” portrays ice-skating with friends, a first date, a first kiss, and a first love; all unified by the consumption of a Coca-Cola. The product is enhanced by a new audio signature conveying the enjoyment of the experience, including the pop of the cap, the sound of the fizz, and the refreshing effect (“Coca-Cola Announces…”). Another example of the slice-of-life message is the advertisement, “Under Pressure,” which focuses on taking time to relax from daily stress, and enjoy the moment with a Coca-Cola refreshment. Some commercials in previous years have utilized the celebrity appeal technique in which a celebrity acts as an authority figure in an advertisement. For instance, at one time Taylor Swift was the spokesperson for Diet Coca-Cola. However, this technique has been proven to be risky. If they fall out of favor with the public, then it renders the advertisement ineffective. In addition, the spotlight on the celebrity detracts from the product message, affecting the consumer desire and subsequent action. The slice-of-life style is more effective because it follows every aspect of the AIDA model: awareness, interest, desire, and action. In contrast, the celebrity appeal style only fulfills the awareness and interest

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