Ad Analysis by Lauren Fabiszak
The Coca-Cola Super Bowl showed during Super Bowl 2015 was unique in it’s message to spread positivity. It’s refreshing to see a successful brand focus on the good that the world can offer, instead of playing into drama. It paints the picture that Coke really cares about their customers instead of just wanting their money. Coca-Cola is a worldwide corporation, so they strive messages that are universal while making their company seem innocent and relatable.
According to Kellogg marketing professor Derek Rucker, Coke has been labeling their brand as “Happiness”, so they continued the tradition by calling this year’s commercial “Make It Happy”. “I think [the ad] had several dimensions that worked for it. It had good branding: We knew it was a Coke ad and Coke was essential to what was happening,” Rucker said. (http://poetsandquants.com/2015/02/03/guess-who-really-won-the-super-bowl-coca-cola-mcdonalds/)
Coke utilized technology in the commercial through the uses of a computer, electronic billboard sign, and cell phone which are all products familiar to their consumers. The concept originated from their 1970s “I’d Like to Teach the World How to Sing” campaign, just now recreated for the digital age. The newer version connects back to their older generation while creating a new pull for young adults at the same time.
Buisnessinsider.com reported that the cost for 30-seconds of airtime was between $4.4 and $4.5 million dollars. (http://www.businessinsider.com/the-2015-super-bowl-ads-2015-1) Coke’s ad was 61 seconds long this year, meaning they spent around $9 million. However, it was small change for them considering their company is worth $168.7 billion. (http://www.forbes.com/companies/coca-cola/)
At the end of the commercial, they also promoted their own Twitter hashtag, #MakeItHappy, to keep the conversation going even after their ad was shown. Coke then made a music video for the hashtag and included famous faces and singers.
The ad aimed to show how their product could “change” people’s lives for the better and make them overall happier as a result of using it. The people used in the commercial were of different genders and ages from various parts of the world. They were also “ordinary people” instead of celebrities, showing that the drink is perfect for everybody. Each actor or actress in the commercial had a different storyline that showed a negative situation, but was made instantly better by the Coke “being” on their side and turning the mishap around. Since Coke products are inexpensive, it’s affective in convincing viewers to buy it as well since the “magic” of it can be felt by any person.
Although no words were spoken and those in the commercial were never seen drinking the soda, the music spoke volumes for the advertisement’s message. The beginning song is highly anxious and fast paced, showing a world that’s ugly without their product. In contrast, the ending song was slow and peaceful. This tone, combined with the lyrics “show me love”, tug at the heartstrings of the viewers and makes them feel as though they can trust the company. The symbol of the red glass Coke bottle was displayed at the end, something the viewers would undoubtedly recognize.
In conclusion, Coca-Cola’s “Make It Happy” advertisement enforced everything the company stands for: happiness and global integration. I think this was one of the best commercials because it wasn’t driven by power, money, or sex. Instead, it took on a social issue and called for positive change, which proved to be a more powerful way to sell their product. However, their ultimate goal is to sell sodas. This commercial was such a smart business move because emotional appeals (similar to the use of puppies in many other ads) have the most impact on the general public.