Advertisement Analysis: Coca Cola Ad (Taste the Feeling)

https://www.youtube.com/watch?v=5FsnuHf7vFA

 Coca Cola Taste the feelings ad is clearly targeted at the feelings and emotions of
the millennial generation.  The ad opens with a view of a glass full of ice and coca
cola. The view is followed by several wonderful moments of friendship, love and
excitement. The ad portrays how much Coca Cola is there in everyone’s life and
particularly the youth. No moment of love, fun and friendship is full without Coca
Cola.  Coca Cola is the companion of fun and joy. A girl is skiing and the ad says
– Ice with Friends, Friends with stories, stories with fire and fire with Coca Cola.
 The ad takes us through several scenes of friendship and love. In the first scene a
girl is skiing, then some friends are having fun together and later a guy and girl
are kissing in the library. The ad is just made to affect your feelings. It makes you
feel a bit nostalgic and miss moments of fun and love. There is a party scene and
then a young couple sipping Coca Cola from the same bottle. At last it is ‘Coca
Cola with feelings’ and even when you are alone Coca Cola is a great companion.
  The target audience this ad is trying to connect with is that of the young
customers – the millenials.  The lifestyle it is trying to promote is fun and hip. The
context in which this ad is played is that of life in the youth. Young people are
looking for fun and excitement and to throw boredom away. Coca Cola ad argues
that it is your best partner in every moment whether you are having fun with your
companions, celebrating with your girlfriend or even taking some time off to be
with yourself.
 The characters in the ad are selected from the audience the ad is targeting. It is
young people – boys and girls having fun and partying. The ad assumes that its
audience is already familiar with the brand and the drink. The purpose of the ad is
brand recall. The images in the ad are picked from the regular life and represent
the lifestyle of the millennial generation. The millennials are all about working
hard and partying harder. The ad tries to connect with its feelings and tries to
reflect the same passion that is found in the young generation. The ad in this way
tries to argue that Coca Cola is made for  the youth and that people can add more
joy into their lives simply by adding Coca Cola moments. The ad argues that each
coca cola moment in your life is a moment of glory and excitement.
 The opening scene has a glass labeled Coca Cola having ice and being filled with
Coca Cola. Throughout the ad the label of Coca Cola flashed several times. This
is a strategy used to drive brand recognition and brand recall. The use of the brand
name also adds ethical appeal to the ad Apart from it, the ad also uses pathos in
plenty. All throughout the ad a song plays in the background.

“No one can stop me when I taste the feeling, nothing could ever bring me down”.

 The Taste the feeling ad targets young emotions by playing their heart’s tune.
Whether it is a party scene or a kissing scene inside the library the target are the
young hearts. The ad is trying to associate the brand with the passion found in the
young generation. “Ice with Coca Cola, Fire With Coca Cola”. Young hearts are a
mix of fiery and cool emotions, plenty of zeal mixed with plenty of lava.
 However, Coca Cola is not just about fun.  The best thing about it is its taste and
here comes the logos part of the ad. No drink is better than coca cola to quench
your thirst and to satisfy your taste buds. Double the punch!

The following text plays with the Coca Cola ad,

“Ice with Coca Cola, Ice with friends
Friends with stories, Stories with fire
Fire with Coca Cola, Coca Cola with Music.
Music with Madness, madness with you
You with coca cola, coca cola with feelings… taste the feeling.

In this way, the text in the ad tries to strike a romantic connection with the young
generation by connecting the drink with everything that is special to the young
generation’s heart. Music,  fun, food and free time, nothing is free without Coca Cola.
The values it espouses are that of the modern generation. The ad tries to relate with
everything that reflects energy and madness.