I have been following the new Coke positioning for a while. I loved what they did with the “message from the oldest man in the country to the youngest one”, and I was and am absolutely amazed with their latest commercial. Both commercials are very emotional – which, let’s face it, is actually the only way to communicate Coke. It has very limited functional benefits – all its benefits are emotional, like taste, refreshment, coolness, part of a social group. Their latest position assumes it clearly – but actually, goes beyond what we might expect, on my opinion. In a world full of bad news, Coke sets forth to tell us that we shouldn’t forget the good ones – and those are actually in larger number and more impactful than the bad ones. Coke, cleverly, fulls our hearts of hope and joy for living in such a world. Coke, has it has been doing for dozens of years, smartly associates itself with happiness – and doesn’t it feel good to ask for a Coke, drink it and remember all the good things that go around the world?
In a world that is as competitive and undiffentiated as the soft beverages one, Coke is still the number one brand. And this is their secret – they understand positive emotions run their business, and never ever miss a chance to remind us of that.
