Survey on Coca-Cola emotional branding
Dernière mise à jour : 30 nov. 2021
For the last few years, Coca-Cola has imagined many unforgettable advertising campaigns. Share a Coke, World’s Cup, Always Coca-Cola.. just to mention a few ones. But what makes those campaigns so memorable ?
The brand has understood for a long time that staging the product alone is not sufficient for consumers. All-day long, they are seeing dozens of ads. But it does not mean that they will first, remember the ad, and secondly, understand the message of the brand.
To be sure that every human being can understand the message of Coca-Cola through their ad, they have chosen to put forward the emotions that can bring the product instead of the product itself. Why ? Because emotions are universal. Studies have shown that if a consumer feels an emotion while he’s watching the ad, there is more chance that he will remember the ad.
Instead of explaining all the principles and the advantages of emotional branding, we have decided to make a little survey on our own to see if the emotional branding strategy of Coca-Cola is working. We asked 50 customers this question : What are the first words that come into your mind when I say “Coca -Cola TV advertising” ?
We agree on that open question because the goal was to observe if they are talking directly about a feeling or a value. Moreover, if we showed them one of the TV ads of Coca-Cola, we could not measure the effectiveness of advertising on the consumer's mind. We wanted to know what they remember from the ads they already saw ? A character ? A song ? A feeling ? The product itself ? Or even nothing at all ? Thanks to their response (even if it could not be representative at 100% due to the small numbers of respondents), we could analyze the effectiveness of Coca’s emotional branding and the receptiveness of consumers for the message in the ad.
And this is the result of our survey :
As a precision, to facilitate the comprehension of the graph, the answers have been categorized.
In the family/friends category, we have answers like : family, friends, kids, grandmother, grandparents, parents, love, home..
In the song category, we have answers like : song “Taste the feeling”, song
In the refreshing category, we have answers like : refreshing, ice, summer beverage..
In the Christmas category, we have answers like : Santa Claus, gifts, Christmas..
In the happiness category, we have answers like : happiness, fun, dance..
We can see that the first category is the family/friend one and the second is the happiness one. It means that out of 50 customers, more than a half have perceived and retained the core values and feeling that Coca-Cola wants to transmit.
We also had some responses about Christmas. Indeed, Coca-Cola has created many Christmas ads that were very iconic. The Coca-Cola Santa Claus has even become a character in its own right.
We can conclude that Coke’s ads are perceived as positive because when people are thinking of them, the words that come into their mind are related to family, love, friends, happiness.. We also didn’t have any response of “I don’t remember any Coca ad” so their advertising is very memorable in the mind of customers and they are efficient.
Coca-Cola has succeeded in being part of their lifestyle, complementing the client's identity and becoming part of their social life. We had the example with the “Share a Coke” campaign, where customers always tried to find a bottle of Coca with their names on it, posting on social media with the #Shareacoke their Coca-Cola bottle.
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