After watching Coca-Colas new ad “New Guy” that takes a look at a man being introduced to the girlfriend’s family during a holiday and the chaos of it all. Coca-Cola takes notes from Hulu’s TV show (The Bear) and how chaotic some of these family functions can be. The main reason I picked the article was because of its ties to The Bear and recently found enjoyment in cooking.

              The Coca-Cola Company’s new ad “New Guy” finds the perfect way to connect its product line with family gatherings. The ad combines multiple Coca-Cola products from their soda lineup to Smart Water. It leans into the perfectly imperfect family that so many can relate to during holiday gatherings with the loud conversations, chaos throughout the house, new members becoming part of the family and the rumors people hear before meeting them. The focus of the ad is Coca-Cola being the “proud sponsor” of meaningful moments we have and share during these gatherings. It tries telling us how important and integral Coca-Cola is to families and even through the chaos Coca-Cola makes everyone happy.

              There are multiple value propositions I could see in the ad. How we can see ourselves and our family in the ad. The emotional connection we’ve created with Coca-Cola and how it’s a “family” product and tries to relate to the chaos of family gatherings. Another would be the reinforcement of the brands’ products and how there’s something for everyone. Lastly it seems Coca-Cola is going for that memorable approach like Burger Kings moldy whopper ad by incorporating humor, chaos, teasing, and the stories telling that we all experience during these gatherings. The challenge I see with Coca-Cola is it is trying to solidify its place as the household product versus PepsiCo and its product line. It tells us that Coca-Cola is not just the best product but it’s the best choice cause the whole family loves its products.

              What made this marketing approach unique to me was how chaotic they made the ad. In less than 5 seconds the ad goes from calm to madness. They didn’t shy away from the uniqueness a lot of us experience during these family gatherings and instead leaned into it. One of the things I noticed was how obvious they tried forcing their products into the frame with just a cut from a conversation to a still shot of a sprite. It felt forced. If I’d been in charge, I would have made it so in every shot, somewhere in the frame would be a Coca-Cola product like in the background, in someone’s hand, on a countertop instead of the multiple second freeze on just a bottle of sprite. It seems to me that ads that create relatability to its content or products the better the message would be received.


https://www.marketingdive.com/news/coca-cola-coke-new-guy-campaign-bear-christopher-storer/702960/

Comments

Post a Comment

Popular posts from this blog

Tyler's Marketing Blog

Image
               My name is Tyler, I was born and raised in Oregon for the first 19 years of my life before joining the Marine Corps for 4 years where I lived in Southern California. I moved back to Oregon in 2015 when my contract was up where I did two years of general ed. between PCC and LBCC. I was a store manager for a year at shoe store before moving to an environmental hazmat emergency responder for the last 3 years before coming back to LBCC to work towards a BA. I also have a ginger cat named John and he's a bro.               During the Summer months I try to be outdoors as much as possible. I hiked over 500 miles of the Pacific Crest Trail in 2016 and this past Summer I hiked the Mt. Hood perimeter trail as well. I camp, float, paddleboard, wakeboard, and go shooting as often as possible. During the Winter months I try to do a bit of snowboarding when I can but usually sit inside sipping top shelf bourbon, my favorites at the moment are Blanton's, Chattanooga, and a Ewi
Read more

Listening Blog - Patagonia

Image
  I chose Patagonia as my brand because I believe they have some of the best values a company can have. These values include quality, integrity, environmentalism, and justice. Each value plays a role in how they operate and advertise. Patagonia’s value proposition is creating comfortable long lasting recyclable clothing that protects the environment. Patagonia was originally called Chouinard Equipment up until its adoption in 1973 and the first store opened in Santa Clara St in Ventura California. People have good as well as bad things to say about Patagonia. There are those that love Patagonia because of their standards on recycling and reusing and environmental conservation. The company even has a sub website dedicated to recycling people’s old Patagonia clothing to repair and resell on their website called Worn Wear. I would make the argument that the prices don’t reflect the used aspect of the products being resold as some of the jackets are well over $100. The company made a post
Read more