Coca-Col Consumerism And Commercialism Of Coca Cola

Coca Cola, often just shortened to “Coke,” was introduced in 1886 and originated in Atlanta, Georgia where the factory is now located. The classic red or clear label with white scripted letters is a universally known trademark that can usually be seen in television commercials with cheery music and happy smiling faces drinking a sip out of the classic plastic or lightly tinted green glass bottles. Despite Coca Cola being founded in Atlanta, Georgia, consumerism and commercialism of the product is uniquely and creatively broadcasted throughout the world in many countries universally by advertising on television and radio, campaigns promoting the soft drink, and sponsorships at huge events like the Super Bowl, which help the product and company

She states that music plays a huge factor in Coca Cola’s advertising, especially in Coke’s campaigns. In the article, Klein addresses Coca Cola’s “Things Go Better with Coke” campaign, which featured a significant amount of rock bands, however, by the 80’s R&B and Pop were playing a big role in Coke’s endorsement to consumers. The article states that Rap music had slowly been approached towards the 90’s in commercialism by companies mainly because of the nervousness that the language in the music may have had a negative effect on their consumers, however, Coca Cola used Rap music to their advantage as the genre had already seemed to have subliminal advertising – essentially free endorsement of products – in the music. Klein says Coca Cola found Rap as an easy way to target the age group of 12 to 24 year olds and the minority of America concurrently and was stated to be what had caused an economic growth in urban-inspired advertisement. Music touches base on an emotional level to people; a happy tune has people humming along or moving in their seat, while a sad tune may have people sulking or feeling the music. Coke uses positive and popular music in their advertising to give a happy vibe and to attract upbeat personalities as well as making the product look more “in the times” and subliminally getting the message across that drinking Coca Cola will make the consumer happy.

McKelvey, Steve M. "Coca-Cola Vs. Pepsico -- A "Super" Battleground For The Cola Wars?." Sport Marketing Quarterly 15.2 (2006): 114. Advanced Placement Source. Web. 11 Apr.