Coca-Cola: Selling Soda and Marketing Global Happiness

July 2, 2012 § 2 Comments

Remember the Coca-Cola chorus in the 70s singing “I’d like to buy the world a Coke”? Well, The Coca-Cola Company is getting one step closer to that goal. Myanmar, one of only three countries left where Coke is not sold, will soon join the rest of the globe in serving the world’s most popular soft drink. After being gone for more than 60 years, Coca-Cola plans to re-enter the Myanmar market soon, when the US government officially allows investments there, this in response to Myanmar’s recent turn to democracy. This will leave only Cuba and North Korea on the outside of the Coke market.

Buying the world a Coke wasn’t The Coca-Cola Company’s only plan. It also wanted to “teach the world to sing” and “buy the world a home and furnish it with love.” Today, Coke’s hopes are still lofty. Their current campaign is “open happiness,” and they are spreading the message that “There are reasons to believe in a better world.” Below are three videos demonstrating this theme—citing what seem to me to be some odd pairings of vague statistics (“While one scientist is creating a new weapon . . . 1 million moms are baking chocolate cakes”). Oh well. They’re fun videos, and the music is cool. It’s the thought that counts, right? It’s Coca-Cola.

The first video is the global edition. The second is for Africa. The third is for India. And finally, the fourth video is of a guy who traveled around the world and drank a Coke in every country he visited.

(Tony Jordan, “Coca-Cola Announces Will Return to Myanmar after 60 Years,” Yahoo! Finance, June 15, 2012)

[photo: “Faces, Langa, Cape Town,” by Dietmar Temps, used under a Creative Commons license]

Advertisements

Tagged: , , , , , , ,

§ 2 Responses to Coca-Cola: Selling Soda and Marketing Global Happiness

Join the conversation

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

What’s this?

You are currently reading Coca-Cola: Selling Soda and Marketing Global Happiness at Clearing Customs.

meta

%d bloggers like this: