Coca-cola is the most popular and biggest-selling soft drink in history, as well as the best known brand in the world. It is one of the leading brands when it comes to refreshments. During the summers of 2013 and 2014, Coca-Cola made a splash when they swapped their famous logo with ordinary people's names. "Share a Coke" is a campaign that capitalizes the global trend of self-expression and sharing, but in an emotional way. The brand used personal names to purposefully make invitations more about giving a Coke to someone else rather than keeping it to yourself. It is a great success in many countries, including the Philippines. Coca-Cola Philippines has released the most popular Pinoy nicknames, terms of endearment, and group names on personalized Coca-Cola products for a more fun and personal way of sharing a Coke. You can see Coke bottles with personal names everywhere in the Philippines.
Above is one of the print ads that Coca-Cola Philippines has released. This media of advertisement is very refreshing to the eyes, just like the drink itself. The fact that they used a plain white background underneath the distinguishable color of red is very neat ad nice to look at. The layout of the ad media is really simple, but it contrasts with the image of the "Share a Coke" bottles. The propaganda techniques present in this advertisement are snob appeal and transfer or emotional appeal. This advertisement is both a product and an institutional advertisement. It is an advocacy; it encourages and tells people to share their love and emotions with others. Coke wants us to be able to show our appreciation to people who make us happy.
Coca-Cola's great idea has pulled them a lot of money in. It has also given us a wonderful chance to share our love with other people and to spread happiness as well. The hype that this concept has caused is one of the things that has determined its success. It has brought us back to childhood, even getting excited at the sight of our very own names on bottle or can of Coke. It feels very special. Coca-Cola knows just how to advertise their products.
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