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Coca-Cola: Always Embraces Love

My favorite drink when I was a kid was Coke. Every time I got pocket change

from my mom, I would skip to the nearby corner store, swing open the double glass

doors, run to the cooler, and snatch up a cold bottle of Coke. The elderly cashier knew

me so well, so he would smile and say, “That loose change burning a hole in your

pocket?” As one of the most famous beverage companies in the world, Coca-Cola’s

success is bound to be inseparable from the successful marketing. The video

demonstrates several hard-working men trying to make a living, but also it illustrates

how unhappy they are because each man is so far away from his loved ones, so Coca-

Cola uses an inspirational idea to encourage consumers to buy its product by initiating

empathy for the workers by constructing a very attractive phone booth in the shape of a

Coke bottle. The company is basically claiming if these workers can call home regularly,

they will feel happier and work harder, so the business uses the following criteria:

emotional visual appeal, a clear target audience, convincing representation, and

extremely persuasive techniques (ethos, pathos, logos).

The Coca-Cola company uses emotional visual appeal to attract consumers. In

this ad, a large number of workers are queuing up after midnight to wait for the bus to

pick them up. Then a voice of one of the workers says: “If working here means my wife,

my children and parents can be happy, then I would stay here forever” (see link 1).

Workers in this video are living in a bad environment as viewers can see. Then a

sentence appears on the screen: “With an average income of $6 per day, they have to

pay up $0.91/min to call home” (see link 1). The screen turns into a classic Coca-Cola
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red with white words on it that says: “So what if every Coke came with a few extra

minutes of happiness?” Then the audience can see the process of the designers

starting to design phone booths step by step: classic red color with white words on the

side saying, “Hello Happiness.” One can see the confusion on the faces of the workers

as phone booths are finally transported to their depressed community. Then a sentence

shows on screen appears: “We turned Coca-Cola bottle caps into currency.” Then the

video shows all of the workers going into the phone booth one by one, picking the

phone up and calling home, and every person’s face is joyful and happy, illustrating

love.

Furthermore, the business definitely has a clear target audience. The notion that

a Coca-Cola bottle cap allows workers in this film to make a three-minute phone call

stimulates people’s desire to buy Coke. Coca-Cola demonstrates its ambition through

this video ad that want everyone who watches this video to buy its products. It wants

whoever watches this ad can buy its products.

Moreover, the product is represented very well. This ad is a good expression of

the product that Coca-Cola needs to sell. The core of this advertisement is to promote

Coca-Cola’s products. Build these phone booths, on the one hand, demonstrates Coca-

Cola’s compassion and concern, and on the other hand, encourage consumers to

purchase more of its products. The ad sends a message to people that if they really

care about the workers in the video, just buy more Coke.

Consequently, Coca-Cola implements persuasive techniques to attract

consumers from all over the world. The Coca-Cola Company cleverly uses people’s

sympathy to promote its products, bringing more potential consumers to enjoy the
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products. Also, this near-public-service advertisement is a good way to show that Coca-

Cola is not just a beverage company, but it cares about deeper issues.

All these elements make up the theme of this advertisement--love. In this video,

the Coca-Cola Company shows people the other side of the world. There is a group of

people who have gone to a foreign country to fight for their love and faith, but they can’t

even afford a phone call when they are homesick. For those who see this

advertisement, most people’s first reaction is to help people in the video. This is one of

the ways of Coca-Cola’s use of compassion. Love is instinctive. In this video, the

workers’ love for their families supports them. Coca-Cola’s concern and love for these

workers bring chances to them, and the consumer’s love for Coca-Cola and these

workers are the key to bring the change. Consumers buy the Coca-Cola’s products that

allow workers to talk to their families and complete their happiness and love. This video

contains so many kinds of love, and this video shows people love can make so many

changes.

Coca-Cola gives society a good example of advertising. For decades, it has been

retaining and bringing more consumers in the same way--love. It wants to show

consumers that they’re loved and deserve happiness. This moving advertisement is

undoubtedly successful and effective in promoting sales and attracting consumers.

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Works Cited

Link 1: Coca-Cola. YouTube Video. Hello Happiness.

www.youtube.com/watch?v=8KUqn7-lIUs. Accessed 27 Sept. 2018.