When Advertising is Deemed Unnecessary

I know this may be a long video, but I found myself not really wanting it to end. To know and hear about the secrets of a brand that has been a part of our lives in one way or the other for decades is something I find fascinating…then again I am an advertising major. However, in all my education in advertising I have never heard of a brand in which advertising is deemed unnecessary until I took a second look at Coke. When you think about it, it makes perfect sense. Coca-Cola is not simply a beverage brand, but a lifestyle. Think about it. When asked the question, “What do you think of when you think of Coca-Cola?” It isn’t the taste, smell, or feeling of the beverage but what it represents. When asked this question I think of times spent with my family, my ritual of getting a little boost in the morning before heading off to school, how it seems to be the only thing that settles my stomach when I feel sick, or simply having dinner with my family as we share our day. I am sure when asked the same question you might have different stories where Coke has played a role in you life; however, there is one thing that we have in common. It isn’t the physical features of Coke we remember…it’s the way it makes us feel, the way it has established itself in our memories. This is a brand that has taken over the globe, as seen within this video. Coke needs no advertising as it is the most recognized product in the world. To some it may be a refreshing end to a hectic day, a little spark of energy, or an emblem of one’s youth, but to others, especially in other countries, it may represent hope. Hope for a better future, hope for a little happiness in an uncertain world. Coke isn’t just a brand, it’s a representation of ourselves and our memories.