Coca-Cola's Advertising Techniques Evaluated

A very popular advertising campaign that was done by Coca-Cola is "things go better with coke." The song that was used in 1963 for the television ad is very catchy, and almost makes you want to get up and dance, because the song is a happy one, portraying life as a very happy time. This campaign was very successful, and was one of the main reasons that the company got back on its feet.

In this ad the target audience appears to be everyone who wants things to be better, but more specifically the younger generation. The people who dance around in the ad are young and good looking. Coca-Cola wants you to think that so that you will buy coke in order to be like the people in the ad. The song is also up beat creating the person to dance around, which is usually linked to a younger age group. Everyone wants to be super happy and dancing around not acting like they have a care in the world. The upbeat slogan also really catches your attention and makes you wonder what goes better with coke. This quest, Coca-Cola hopes, will start and end with coke, as the end all solution for things being "better". The word better promotes something new, something exciting, and something that everyone wants. Most people probably just try the product out of pure curiosity after hearing the commercial, or seeing the advertisement.

The ideals that the advertising campaign was pushing for were youth, happiness, independence, and not having a care in the world. If things really do go better with coke it means that it will make things better. This happiness is probably one of the easiest things to portray because everyone wants to be happy. The fact that there is no fountain of youth is probably very troubling to those who have left their more youthful years. Coke is the supposed solution to this problem however, as is shown through the people dancing around and looking young. The background is very empty, and there isn't anything in the ad to distract the audience from the ads message. This was not a mistake however.

The purpose of it was to help push the image that the people in the ad didn't have anything to worry about because they had coke; they were carefree. Since coke was portrayed as being for those are care free, it could also be viewed as to give independence to people. Since it makes things better, it allows the person to be more independent and only need coke to bring happiness. The targeted audience being the youth is usually looking for as much independence as they can so that they can "establish" themselves. In order to do it this campaign suggests that they drink coke, because it will make them a different person, in a positive fashion.

The fact that the youth are a better crowd to target is part of this ad's genius. The youth as a whole are usually more prone to drink soda then an older group because of the sugar and other stimulants. They then will become loyal companies and continue to buy from the company for the rest of their life, or that is what Coca-Cola is hoping for. Youth can also bring further customers through their friends and family which would most likely want to try to coke if they hadn't already. This has been the case with many drinks, clothing lines, and toys. In a way Coca-Cola is advertising to the youthful audience so that there will then return the favor by spreading it to their family and friends, giving Coca-Cola excellent coverage.

Although the line of the Coca-Cola advertising campaign of "things go better with coke" seems simple at first glance it is not. The people who created this advertising campaign carefully and masterfully. They targeted the younger people in society, and it worked as coke is an extremely popular beverage today. It was the youth, independence, happiness, and the idea of not having a care in the world that attracted these consumers to the product, and it was all thanks to an advertising campaign.