Advertising Campaign of the Week: Sharing is Caring by Coca Cola.
I adore advertising campaigns by Coca Cola. They’re always doing something big, interesting and social. When I saw this on Creative Criminals, I knew I had to post it.
So what do I love about this campaign? Coca Cola is a master of two things. (1) branded identity, and (2) social campaigns. A look at their past advertising shows that they are consistently coming up with ideas that both tie together and encourage people to share with other people. What do I mean by that?
Consider these other two campaigns that they’ve run in recent years:
Although these are different campaigns, the common thread is obvious. Sharing, friendship, happiness, etc. Every move Coca-Cola makes is strategically designed to reinforce their brand image, and can be deployed across multiple countries and cultures with very few changes. Take it from me, no matter how easy Coca-Cola makes it look, it’s hard to find themes that can translate consistently across time and culture.
It’s probably worth mentioning that I’ve been a Coke brand loyalist since I was 10-year-old caffeine addict. Even though I’ve more or less given up soda, I still love the brand. I can’t help it! Something about the feeling of a Coke in my hand will always say lazy summer days, late nights writing essays, and sneaking a treat after school.
What do you think of Coke’s advertising? Do you love it as much as I do, or are you a (shudder) Pepsi person?