Coca-Cola Smiles Back at You
Advertising Agency: McCann
Erickson, Milan, Italy
Vice Chairman: Andreas Dahlqvist
Chief Creative Officer: Miguel Bemfica
Executive Creative Director: Lee Tan
Creative Director: Giovanni Chiarelli
Art Director: Giovanni Berutti
Copywriter: Roberto Amboldi
Director: Fabio Cimino
Regional Account Director: Andrei Kaigorodov
Photography: LSD Studio
Media: Initiative Milan
Client Service Manager: Bianca Valcarenghi
Video: Why Worry Productions
Executive Producer: Diego Pandisi
Vice Chairman: Andreas Dahlqvist
Chief Creative Officer: Miguel Bemfica
Executive Creative Director: Lee Tan
Creative Director: Giovanni Chiarelli
Art Director: Giovanni Berutti
Copywriter: Roberto Amboldi
Director: Fabio Cimino
Regional Account Director: Andrei Kaigorodov
Photography: LSD Studio
Media: Initiative Milan
Client Service Manager: Bianca Valcarenghi
Video: Why Worry Productions
Executive Producer: Diego Pandisi
Coca
Cola’s “open the happy can” or “smiles back at you” print ad or advertising
campaign was originally launched in one crowded street of Milan, Italy and even
in Rome. It has been a long and hard year for Italy because they are
experiencing political crisis, religious upheaval and recession, that is why
McCann and Coca-Cola came up with the idea of bring the smile back on the lips
of the people living there, they thought of, how does it feel if you open a can
of coke and it smiles at you, it would definitely and automatically bring smile
on your lips as well for sure.
The
Coke advertising campaign posses the four qualities to make the advertisement
effective, it attracts the attention of the passer-by’s, arouses interest,
creates desire and causes action. The campaign attracts the attention of the
passer-by’s because it is located in the crowded place of the city and launched
it on the market day or the day when the people are scheduled to visit the
market. It easily catch the attention of the people because aside from having a
big size the advertisement itself is very attractive because it is an open can
smiling before them, a smiling can that smiles to every person crossing the
street and brighten their day. It arouses their interest because it just new to
their sight, it is very unique in the sense that the product is aware of what
they are currently experiencing that is why it is trying its best to lessen the
stress that they are feeling. It arouses the interest of the people because
they are curious as to how did they came up with such brilliant idea. It creates
desire because the people of Italy are very desperate to have something that
will lessen the stress and heavy feeling that they are experiencing or should I
just say they are desperate to have a stress reliever even in just a short
period of time. It definitely leads to causes action of purchasing the product
because what the campaign is implying is that they shouldn’t let themselves
suffer or burden themselves on the stress and problems that they keep on
encountering, they must think on the brighter side of life because there is
always a reason to smile. There will always a smallest reason for you to be
happy and one of it is drinking your coke because coke brings happiness to your
life even if you’re from Italy or any part of the world coke will always be
with you in good time and in bad times to cheer you up and bring happiness to your
life.
The
advertising campaign used the Transfer or Emotional Appeal since, Italy is
quite having a hard time the advertising company together with Coca-Cola,
decided to make something that will appeal to people’s emotion that is why they
came up with this genius idea of diverting the emotion of the people from
negativity to positivity. They make an advertisement that will make the people
happy and that will give the people’s bright and beautiful smiles back to
their lips.
No comments:
Post a Comment