My favorite ad, or rather, series of ads, are Coca-Cola’s ad’s centered around sharing a Coke with someone. This idea originated in the 1971 ‘Hilltop’ ad, in which a diverse group of people are singing on a hill that they’d “like to buy the world a Coke.” This ad established Coke as a brand that transcended any group identity, and could be shared by everyone. It was simple, and capitalized on the fame of the song “I’d Like to Teach the World to Sing” by the New Seekers. I think this ad appealed to people because it shows you that you can have something in common with so many other people around the world simply by enjoying the same beverage.<\/p>\n
I also think this ad established a foundation for future Coke ads. For example, the ‘Share a Coke with’ campaign has run for several years, and builds on the foundation of the ‘Hilltop’ ad. Coke is the brand for everyone, and it is so ubiquitous that every time you have a Coke, you’re sharing it with someone else around the world. Initially, this campaign just started with first names on cans and bottles of Coke, then expanded into more general terms like ‘dude’, ‘mate’, and ‘superstar.’ The campaign also tied in with sports by using sports nicknames like ‘MVP’ and ‘Champ’, as well as football team logos. While the ‘Share a Coke’ campaign didn’t explicitly reference the 1971 campaign, having consistent themes across 50 years is what makes Coke such a recognizable brand.<\/p>\n","protected":false},"excerpt":{"rendered":"
My favorite ad, or rather, series of ads, are Coca-Cola’s ad’s centered around sharing a Coke with someone. This idea originated in the 1971 ‘Hilltop’ ad, in which a diverse group of people are singing on a hill that they’d “like to buy the world a Coke.” This ad established Coke as a brand that […]<\/p>\n","protected":false},"author":4675,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[41194],"tags":[],"class_list":["post-5642","post","type-post","status-publish","format-standard","hentry","category-reading-responses"],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/blog.richmond.edu\/criticalthinking\/wp-json\/wp\/v2\/posts\/5642","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.richmond.edu\/criticalthinking\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.richmond.edu\/criticalthinking\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.richmond.edu\/criticalthinking\/wp-json\/wp\/v2\/users\/4675"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.richmond.edu\/criticalthinking\/wp-json\/wp\/v2\/comments?post=5642"}],"version-history":[{"count":0,"href":"https:\/\/blog.richmond.edu\/criticalthinking\/wp-json\/wp\/v2\/posts\/5642\/revisions"}],"wp:attachment":[{"href":"https:\/\/blog.richmond.edu\/criticalthinking\/wp-json\/wp\/v2\/media?parent=5642"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.richmond.edu\/criticalthinking\/wp-json\/wp\/v2\/categories?post=5642"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.richmond.edu\/criticalthinking\/wp-json\/wp\/v2\/tags?post=5642"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}