Analysis of Coca-Cola Taste The Feeling (2016) Advertisement

Running Head: ENGLISH 1
Analysis of an advertisement
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Introduction

EDUCATION 2
Advances in technology and the availability of video content across different platforms
witness the emergence of video advertising. Video advertisements are considered the best
regarding drawing user’s attention and leaving a positive effect on the memory and decision-
making of the consumer (Zhang & Yuan, 2018). The location and format of the video ads have a
positive influence on the effectiveness of the video ads. One will come across different ads for
Coca-Cola that are targeted at different segments of the consumers and carry different hooks.
The general message given in Coca ads is of a young, carefree and happy life with Coca-Cola
around. The paper analyzes the Coca-Cola Taste The Feeling (2016) a that is targeted at the
younger crowd.
Coca-Cola is a world famous brand that first introduced Coca-Cola in 1886 at just five
cents a bottle. The leading soft drinks manufacturer in the world boasts of 500 brands and more
than 700,000 employees. Teams of scientists, salespeople, and marketers work for the Coca-Cola
Company in more than two hundred countries (Coca-Cola, 2017). Online advertisements carry a
viral impact, and a lot relies on how they get shared among consumers. The dynamic likeability
nature of online video advertisements will impact the success of a viral campaign (Shehu,
Bijmolt, & Clement, 2016). The Coca-Cola Company with 44% market share leads the
carbonated soft drinks category in the U.S. PepsiCo (Forbes, 2016), is its closest competitor.
There are growing concerns among consumers regarding sugary soft drinks. Despite Coca-Cola’s
stronghold in the market and vast global reach, the company keeps on making attempts to expand
its consumer base with the help of experiential marketing. Coca-Cola has a long tendency of
spreading cheer during the holiday season. The advertising campaigns are not just targeted at
millennials but the whole family. The soft drink giant uses a multi-channel strategy such as TV,

EDUCATION 3
print and social media (Roderick., 2016).
The Coca-Cola Taste The Feeling (2016) advert
The Coca-Cola Taste The Feeling (2016) and lasts for half a minute. The ad starts with a
clear graphic of the coca cola being poured in a glass. Coca-Cola is printed in its signature style
on the glass, and one can hear the clear sound of the fresh cola colliding ageist the ice cubes. The
words” coca cola with ice” are stand out clearly in block letters just below the rim of the glass.
The ice cubes bubble up as the glass overflows with the cold drink. Immediately the ad moves to
the next clip that shows a group of young friends enjoying snow in the outdoors and laughing
and throwing snow on each other. The words” ice with friends “appear in the advertisement. The
clip changes to the next graphic with the words” Friends with stories” and “stories with fire” that
show friends getting together, laughing and a couple getting cozy. Then the graphics turn to a
frying pan and with the words” fire with coca cola.” It shows a young man cooking and drinking
Coca-Cola. It is followed by a scene from a dice that shows people dancing to music and the
words” music with madness.” It is followed by the images of a young couple having fun together
and the words” madness with you” and later” you with Coca-Cola” with the graphic of a young
couple sipping the coal together from the same bottle. The scene is followed by a crystal clear
image of the Coca-Cola bottle as a finger wipes away all the mist. The viewer can clearly read
the words “Coca-Cola with feelings.” Below those words, the letters of Coca-Cola are written in
its signature red font and color followed by the word zero in white. In the last segment, a young
boy lifts the coke bottle and the words” taste the feelings “appear on the screen along with the
logo of the logo of the brand. A cheerful song and music play in the background. The ad
connects Coke to the joy and happiness of Christmas winters and is targeted towards the younger
generation. The “Taste the feeling” ad targets the young hearts.