Coca-Cola and Human-Centric Marketing

Full Answer Section

Step 2: Choose 2 of Philip Kotler's 6 human-centric attributes.

Based on the video you chose, select two attributes that you believe are most prominent in the ad. Here are some possible options:

• Sociability: The ad may show people enjoying Coca-Cola together, emphasizing the social aspect of drinking the beverage.
• Emotionality: The ad may evoke feelings of happiness, nostalgia, or connection through its visuals and music.
• Personability: The ad may feature relatable characters or situations that resonate with viewers.
• Morality: The ad may promote positive values or causes, such as sustainability or community.
• Intellectuality: The ad may showcase the refreshing and invigorating qualities of Coca-Cola.

Step 3: Write one paragraph on each of the 2 human-centric attributes you believe are represented in the video you chose.

For example, if you chose the "Share a Coke with Love" campaign, you could write:

• Sociability: This ad beautifully captures the essence of human connection and togetherness. The personalized bottles and heartwarming messages encourage viewers to share Coca-Cola with loved ones, creating meaningful moments of connection. The ad's focus on social interaction and the power of shared experiences highlights the importance of sociability in our lives.

• Emotionality: The "Share a Coke with Love" campaign is incredibly evocative, tapping into our deepest emotions and creating a sense of nostalgia and warmth. The ad's use of soft music, heartfelt visuals, and personal stories elicits strong emotional responses from viewers, reminding us of the importance of love and connection in our lives. The campaign's ability to evoke such powerful emotions demonstrates the power of emotionality in marketing.

Step 4: In what way does Coca-Cola use storytelling in its marketing and advertising?

Coca-Cola is a master of storytelling, using its ads to weave compelling narratives that resonate with audiences on a deep emotional level. The company's ads often feature relatable characters, engaging storylines, and powerful visuals that evoke strong emotions and create a lasting connection with viewers. Coca-Cola's storytelling approach allows the brand to tap into universal human experiences and values, creating a sense of belonging and connection with consumers around the world.

Additional tips:

• Be specific and provide examples: When analyzing the human-centric attributes in the ad, be specific about the elements that contribute to your interpretation. Cite specific scenes, dialogue, or imagery that support your claims.
• Connect the attributes to the overall marketing strategy: Explain how the use of human-centric attributes aligns with Coca-Cola's broader marketing goals and objectives.
• Consider the cultural context: Coca-Cola operates in a global market with diverse cultures and values. Consider how the ad reflects and responds to the cultural context in which it is being shown.

By following these steps, you can write a thoughtful and insightful analysis of how Coca-Cola uses human-centric attributes and storytelling in its marketing and advertising.

Sample Answer

Step 1: Choose a Coca-Cola advertisement from YouTube.

Here are a few examples you could consider:

• "Share a Coke with Love": This campaign features personalized Coke bottles with names and messages of love.
• "Taste the Feeling": This campaign focuses on the sensory experience of drinking Coca-Cola.
• "I'd Like to Buy the World a Coke": This classic ad highlights the unifying power of Coca-Cola.