campaign one; Coca Cola 2015 "Choose happiness"

campaign one; Coca Cola 2015 "Choose happiness"

In 2015 Coca Cola chose to unite their 4 separate brands including their (then) new Coca Cola "life" beverage into one unified campaign. They did this by creating billboards with all 4 upon them each sporting the colours of a different Coca Cola beverage. As well as this they changed their slogan from "open Happiness" to "Choose Happiness" and then made this slogan into a hash tag to increase their Twitter and Instagram presence.

The line "choose happiness also serves as a call to action which implores people to choose which coca cola they would like to drink and ten buy it. The use of simple block colours is also an interesting technique used by the company to sell its product as that it helps to build up the association between the brands and the colour featured therefore when people see the colour red they will associate that with the coca cola brand.

It is difficult to distinguish a particular target audience for this advertisement and it is my guess that as that coca cola has such a vast consumer base they are trying to make the advertisements accessible to as many people as possible. The product of Coca Cola is a soft drink which contains no alcohol therefore I would expect the advertisements for such a product to be aimed towards children and younger teenagers and in many ways this can be seen in the advertisements simplistic art style (see the picture below). This simple picture seems to be designed to appeal t young people due to its use of extremely bright colours and instantly recognizable imagery (t-rex) both of these factors connote happiness and nostalgia both of which are very good driving factors when convincing people to buy your product.