The emotional marketing tools
It's essential to humanize the brand, to connect with people through feelings; it makes the viewer feel a lot of positive emotions that we unconsciously relate to the brand.
Take the example of coca-cola makes us feel identified with the brand since in the announcement we can see many experiences that we live or would like to live; snowing, go concerts, stay in the beach or meet with our friends.
All these make us feel alive and young; that's why it draws people's attention. It is called "the brand sells experiences", and Coca-Cola knows it. All this connects Coca-Cola to good times and experiences.
But to create this kind of content, it's not just the visual content that matters. The music has to match what the images convey to us.
Do you want the perfect Coca-Cola ad beginning?
The video begins with a close-up of a glass of Coca-Cola filling and even overflowing with the sentence "COCA-COLA CON HIELO". The drink is cold (there is ice inside it), with drops of water attached. Adding the sound of ice cubes colliding and the bubbles rising, Coca-Cola has you desiring a cold bottle.
The next sentence that appears is "HIELO CON AMIGOS". Who doesn't like the snow? Even better if you're with friends. And Coca-Cola knows that.
The next scene shows a group of friends who enter in a warehouse and seem to be running away from the police. The sentence that appears here is "AMIGOS CON HISTORIAS". Stories that you will always remember.
And what kind of stories? "HISTORIAS CON COCA-COLA", as we can see in the next clip. Coca-Cola wants to show that the best experiences are with a bottle of coca-cola in your hands.
We all want kisses and the ones we remember the most are first kisses.
The next thing we see is "COCA-COLA CON SONRISAS": We tend to associate a smile with happiness, and if you relate it to your brand, customers will think that buying this product they will get satisfaction.
"COCA-COLA CON EXTRAÑOS": We enjoy socializing with people and meeting new people.
This advertisement aims to make the customers associate the brand with all the positive feelings of life.
In the announcement, the rhythm and the volume of the music have been increasing, so that will give you the sensation of full of energy, and the brand wants to make you believe that coca-cola can provide you.
In conclusion, Coca-Cola presents us with an announcement full of amazing moments and sensations that continuously relate to the brand and make us feel that Coca-Cola can make us feel this way. The company is selling us experiences.
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