COCA COLA ADVERT ANALYSIS

Hilltop Advert - Click Here

The Hilltop advert from 1971 was definitely one of Coca Cola's most famous advertisements and publicity gaining campaigns. The song in the advert includes the lyrics "I'd like to buy the world a Coke" which promotes the company as it uses the brand name and also promotes the idea of sharing, sharing together and sharing a Coke. 'Share a Coke' has also been used very recently in current Coca Cola adverts in which they have put names on the bottles and people are encouraged to 'Share a Coke with...' so the theme that was used in the 1971 advert is still used today. Some other lyrics in the song are 'I'd like to teach the world to sing, in perfect harmony" this has two hidden meanings in it. One meaning being the obvious which is 'harmony' as in singing together, the combination of simultaneously sounded musical notes to produce chords and chord progressions with a pleasing effect. As well as the second meaning which ties into the theme of war and living together in peace and harmony. 

This also promotes "Make love, not war" which is an anti-war slogan commonly associated with the American counterculture of the 1960's. It was used primarily by those who were opposed to the Vietnam War, but has been invoked in other anti-war contexts since. The Hilltop advert was also good for Coca Cola's publicity as it was telling the world how to love and share and that we didn't need to fight, but if we had to we would fight side my side. This helped Coca Cola's popularity as it became a positive product which was opposed to the Vietnam War but also supporting all the men fighting for our side. 

The Coca Cola slogan for that advert was 'It's the real thing." This slogan was not only saying that Coke had a nice, good, original thing but was also for the soldiers who were fighting in the Vietnam War which was the reason the Coke was quickly scattered around lots of countries as there were bottling plants set up in all these countries just so that the soldiers would always have a Coke. No matter where they were in the world there would be a Coke which was something from home. Reminding the soldiers of their homes and families and also reminding them that they had a little bit of home with them whilst they were fighting. Hence, "It's the real thing." meaning that it's something from their own home and it is comforting to the soldiers. 

Coca Cola has gone on to make many memorable advertisements and still to this day are known for being one of the most powerful companies in the world. An example of the companies power is in the London 2012 Olympics where Coca Cola managed to make a deal as a sponsor so that their drink products were the only ones allowed to be advertised in small shops throughout the whole of London during the games. Coca Cola will probably always be an incredibly powerful company and has been going for about 100 years which is an impressive amount of time for a drink to go on for, especially one that was originally created as a tonic to help sick people made from cocaine and wine. However it has and i think Coca Cola will always be a recognizable brand, certainly for another few decades.