Coca-Cola is a multinational company that specializes in the manufacture as well as retailing and marketing of several brands of nonalcoholic beverages. The corporate offers more 500 brands of beverages in more than 200 countries across the world. The Coca-Cola soft drink gives the company significant popularity around the world. Also, it provides the company with the brand name that it identifies as the world's largest soft drink manufacturer. The considerable success of the company can be attributed to the well-structured adverts that the company uses to popularize its products (Allen, 2015). Recently, the company did a commercial named “Coke-Kindness goes viral ." The commercial not only promoted the Coke soft drink but also encouraged kindness and generosity.
The short video clip, which can be found on YouTube, depicts how a simple act of kindness can be spread across several people. A young girl shows kindness to a stranger by offering her drinking water to him to clean his hands. The water is put in an empty coke bottle. The stranger soon spreads that act of kindness to a pedestrian carrying a heavy load and wishes cross the road. The stranger stops his car to let the pedestrian cross the street. Eventually, the act of kindness and generosity spreads from the pedestrian to other individuals until the girl who gave it first receives it. She is offered a Coke soft drink by a total stranger, which, in a way, depicts her empty coke bottle being refilled with a coke drink. The two minutes video, in all sense, reminds the audience of the value of virtues such as kindness and generosity (Gigante, 2013).
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The Coca-Cola commercial uses the bandwagon propaganda technique to encourage consumers to acquire the product. The advert stresses the fact that everyone is using a Coke drink, including the young girl. The audience is therefore encouraged to use Coke and spread the generosity and kindness like the individuals in the commercial. Coke is depicted to be for every individual, and therefore, the viewers should join the bandwagon and acquire a coke soft drink. The purpose of the advert is to persuade the public to take action voluntarily and purchase the coke product. A similar approach was used by the war advertising council during the American war to persuade rather than compel the public to take action (Griffith, 1983).
References
Allen, F. (2015). Secret Formula: The Inside Story of How Coca-Cola Became the Best-Known Brand in the World . Open Road Media.
Gigante, M. (2013). Coca-Cola Captures Kindness with Security Cameras | Video Marketing | YouTube Marketing Strategy . [online] MDG Advertising. Available at: https://www.mdgadvertising.com/marketing-insights/coca-cola-security-cameras-vide/ [Accessed 29 Oct. 2019].
Griffith, R. (1983). The Selling of America: The Advertising Council and American Politics, 1942–1960. Business History Review, 57(3), 388-412.
