CocaCola

I love the latest CocaCola advert, it has such a tangible feel of celebration and joy, it makes even me, who can’t stand the drink, tempted into their world. CocaCola is probably one of the most recognised and powerful brands, it must be hard in a way to know what to do next to build on their brand image. Both the website and the advert combine a mixture of graphical styles, from animation, to 3D modelling to photography, so often when you try and do multiple things the end product ends up suffering and not benefiting, thankfully for CocaCola, this is not true here.

The Advert works with the enchanting music to build up anticipation in their fantasy “world of CocaCola”. One thing that struck me when I first saw it was how clever it was from a marketing perspective. With all the legislation and rules surrounding advertising to children, and Coke’s brand image of being more of a young adult’s soft drink, it was never going to target it’s campaign specifically to kids. Having said this the animated style and fairytale like music would not isolate this audience sector either, i.e it’s customers of the future.



The website (http://www.coca-cola.com) is built on a very light hearted plane. There are interactive parts where you are able to create your own image to be left in “the coke side of life” gallery and also a bit which allows you to “discover the happiness” factory behind the advert. Apart from the expected Christmas advert, I don’t really remember that much self publicity launched by CocaCola recently. With this in mind, there was no guaranteeing that “Happiness Factory” campaign would be received well by the public, but from what I have seen this ‘invitation’ into their world has been a definite success.