Coca-Cola and Human-Centric Marketing

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Step 1: Choose 1 of Coca-Cola’s advertisements from YouTube (an advertisement is typically between 30-60 seconds.)
Step 2: Based on the video you chose in Step 1, choose 2 of Philip Kotler’s 6 human-centric attributes from his book, Marketing 4.0 that best represents what you see in your chosen video (See the pdf file under Week 7 labeled “Kotler Human Centric Marketing.”)
Physicality
Sociability
Emotionality
Personability
Morality
Intellectuality
Step 3: Using the 2 human-centric attributes and the video, write one paragraph on each of the 2 attributes you believe are represented in the video you chose.
Step 4: In what way does Coca-Cola use storytelling in its marketing and advertising?

 

Sample Solution

Analyzing a Coca-Cola Ad through Kotler’s Human-Centric Attributes

Step 1: Ad Selection For this analysis, I’ve chosen the Coca-Cola commercial titled “Share a Coke and a Smile.” This ad features various people sharing a Coke and a smile, emphasizing the joy of human connection.

Step 2: Identifying Kotler’s Human-Centric Attributes

Based on the video, the two most prominent human-centric attributes are:

  • Sociability: This attribute highlights the human need for connection and belonging. The ad emphasizes the social aspect of sharing a Coke with friends and family.
  • Emotionality: This attribute focuses on the emotional impact of experiences. The ad evokes feelings of happiness, nostalgia, and togetherness through its heartwarming visuals and music.

Step 3: Analyzing the Attributes

Sociability: The “Share a Coke and a Smile” campaign effectively taps into the human desire for connection. By personalizing Coke bottles with names, the ad encourages people to share a Coke with loved ones and create memorable moments. This fosters a sense of community and belonging, emphasizing the social aspect of consuming the product.

Emotionality: The ad skillfully evokes emotions by showcasing heartwarming scenes of people sharing Coke. The use of nostalgic music and sentimental visuals creates a strong emotional connection with the audience. This emotional resonance reinforces the brand’s association with positive feelings and memories.

Step 4: Coca-Cola’s Use of Storytelling

Coca-Cola is a master of storytelling in its marketing and advertising. The “Share a Coke and a Smile” campaign is a prime example of this. By crafting narratives that resonate with consumers, Coca-Cola positions itself as more than just a beverage company. It becomes a brand that embodies human connection, happiness, and nostalgia. The ad tells a universal story of friendship, family, and the simple joy of sharing a moment together. Through storytelling, Coca-Cola creates a strong emotional bond with its audience, making the brand an integral part of their lives.

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