Coca-Cola: The Happiest Thank You

https://www.youtube.com/watch?v=H9LGBBWTGgk

Title:  The Happiest Thank You              Product: Coke

Duration: TVC 191s                               Client: Coca- Cola Company

Agency: McCann Worldgroup                Uploader: Coca- Cola

Director: Paolo Villaluna                         Date Published: September 11, 2014

                                                                       

This commercial is a documentary which features how Filipino’s say thank you to their fellow Pinoys who have been part of their everyday lives. We Filipino’s were used to call someone we don’t know using general terms like “Ate”, “Kuya”, “Nanay”, “Manong” or “Totoy” instead of their real names especially when we say thank you for their thoughtfulness or care.

            In this video different individual from different life situations were interviewed about special anonymous person that they encounter in their daily life whom they appreciate the most. So in relation to its campaign the company had the genius idea of incorporating those individual’s names in a bottle of coke and give it to them personally as a gift and a sign of gratitude. This is in connection with what Coca-Cola tries to do which is to make people feel nice so it has been targeting even with its past commercials the emotional ties of its audience through the use of touching real life situations which appeared to be little things but makes a big difference.

 Through this emotional and heartwarming video, Coke Philippines was able to cleverly combine Filipino’s thoughtfulness and Coca- Cola’s marketing genius. The company used this Filipino-trait of using general names together with their campaign Share a Coke to call our attention and show us that we can care by giving a surprise coke as a way of thanking those hardworking and thoughtful individuals who were close to our hearts. After all, “The thank you that makes us happiest is the one with our name.”

            For me, this commercial has been really effective in a way that Coca-Cola intended not to target only its existing consumers but also those who weren’t interested in their product. People are fond of seeing their names on things; this is the power of one’s name. People can possibly by the product not because of its taste but because their names were on it.