Thursday, June 5, 2014

Coca-Cola Building

I just think of hotels when I see this. I remember some music videos from the 90s doing this and its still is a very effectively way of introducing little scenes to weave together a story.

Does this effectively sell sugar water? Would this method be better adapted to hotels or perhaps other clients?


  1. "Coca-Cola leads to obesity" - Brent L. Howard

  2. I would classify this as Coke's classic style of advertising as opposed to the more contemporary stunt-like ads like this other one featured on The Stew...

    I can't honestly say that is makes me want to rush out and grab a Coke and when I put my client goggles on I can see all the hallmarks of big, safe, advertising. Just about every creed and color is represented, there's a fresh track from an artist of the Norah Jones variety, and everyone is inexplicably holding their Coke label-out.

    That being said, it's a short and sweet story that feels right at home with Coca-Cola brand - the brand of happiness. So when I think of our work with a certain hotel chain and their "emotional" brand, I think this treatment could work. In full disclosure, I think the real challenge would be showcasing several diverse and believable scenarios that could happen in a hotel room. I reminded of the "where are the scenes in the bathroom" debacle.

  3. Where was the gay couple? S'all I'm sayin'.

    1. Yeah. That's why I had to use the qualifier "just about every." Get with it Coke.

  4. Certainly, there is the obvious and practical scene of what happens when two adults are alone in a hotel room, however there is lots of other scenes that could appear. Unwinding part way through a road trip, business traveler ironing short presentation, wrapping up toddler in soft towel after a bath and giving them a funny mohawk (there is your bathroom scene), window showing hallwayreveals housekeeping saying hello to everone that passes buu including a man with flowers. We follow around the side of the building to the mans window where he greets his partner with flowers, they embrace and the curtain are drown to a close. (woo woo).

    Its one of those things where I feel that the internal branding and messaging for certain large hotels are strong while the external marketing falls short on capturing and identifying with a universal human feeling.

  5. I was listening to NPR and the story was on the communist Chinese government. They apparently idolized Coca-Cola for their incredible marketing skills siting that if they are able to sell fizzy sugar water and make billions we should be able to sell ideas.

    This is an interesting concept in my opinion. Coca-Cola markets a physical product by linking it to an intangible feeling. While at the same time we make intangible initiatives and strategies into physical products. What about that translation through creativity makes for internalization in people.