### 날짜 : 2023-11-04 16:58
### 주제 : Coca-Cola's Storytelling examples #스토리텔링 #마케팅 #코카콜라 #casestudy
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### 메모
>Coca-Cola has a rich history of using storytelling in its marketing campaigns to create emotional connections with consumers. Here are a few notable examples of storytelling in Coca-Cola's history:
**1. "Hilltop" (1971):**
- One of Coca-Cola's most iconic and beloved commercials, the "Hilltop" ad featured a diverse group of young people atop a hill in Italy singing "I'd Like to Buy the World a Coke." The ad conveyed a message of unity and harmony, using music and imagery to promote a sense of togetherness and world peace. It remains a classic example of storytelling through music and visuals.
<iframe title="Coca-Cola, 1971 - 'Hilltop' | "I'd like to buy the world a Coke"" src="https://www.youtube.com/embed/1VM2eLhvsSM?feature=oembed" height="113" width="200" allowfullscreen="" allow="fullscreen" style="aspect-ratio: 1.76991 / 1; width: 100%; height: 100%;"></iframe>
**2. "Mean Joe Greene" (1979):**
- This famous ad tells the story of a young boy who offers his Coca-Cola to the gruff football player "Mean" Joe Greene, who is leaving the stadium after a tough game. Joe accepts the drink and tosses his jersey to the boy as a gesture of gratitude. The ad humanizes the athlete and showcases the power of a simple act of kindness, leaving a lasting impression on viewers.
<iframe title="Coca-Cola Classic ad: 'Mean' Joe Greene [Full Version] (1979)" src="https://www.youtube.com/embed/xffOCZYX6F8?feature=oembed" height="150" width="200" allowfullscreen="" allow="fullscreen" style="aspect-ratio: 1.33333 / 1; width: 100%; height: 100%;"></iframe>
**3. "Polar Bears" (1993):**
- Coca-Cola's "Polar Bears" commercials feature animated polar bears enjoying Coca-Cola in various wintry settings. These ads, which have been revisited over the years, use the bears to evoke feelings of warmth, nostalgia, and holiday cheer. They create a connection between Coca-Cola and special moments during the holiday season.
<iframe title="Coca Cola Classic 'Polar Bears' TV commercial 1993" src="https://www.youtube.com/embed/47Dlkfg9Jhk?feature=oembed" height="113" width="200" allowfullscreen="" allow="fullscreen" style="aspect-ratio: 1.76991 / 1; width: 100%; height: 100%;"></iframe>
**4. "Open Happiness" (2009):**
- The "Open Happiness" campaign aimed to evoke positive emotions by showing people of different backgrounds coming together to enjoy Coca-Cola. The storytelling emphasized the idea that Coca-Cola could be a source of happiness and shared moments of joy.
https://youtu.be/C0TJbWI6u7A?si=wq9WXDVBdAmsJd5H
**5. "Taste the Feeling" (2016):**
- "Taste the Feeling" focused on the sensory experience of enjoying Coca-Cola. It featured a series of short stories highlighting the simple pleasure of drinking a Coke. The campaign aimed to make viewers feel a connection between their own lives and the enjoyment of Coca-Cola.
<iframe title="Coca-Cola: Taste the Feeling" src="https://www.youtube.com/embed/tqXKjbtCtxg?feature=oembed" height="113" width="200" allowfullscreen="" allow="fullscreen" style="aspect-ratio: 1.76991 / 1; width: 100%; height: 100%;"></iframe>
**6. "Share a Coke" (2014):**
- As mentioned earlier, the "Share a Coke" campaign personalized Coca-Cola bottles with people's names. While the primary focus was on personalization, it also encouraged consumers to share stories and moments associated with sharing a Coke with friends and loved ones.
These examples demonstrate Coca-Cola's skill in using storytelling to evoke emotions, create memorable advertising, and connect with consumers on a deeper level. Whether it's promoting unity, kindness, or simple pleasures, Coca-Cola's storytelling has played a significant role in building and maintaining its brand's emotional appeal over the years.
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