The Coca-Cola Glass Bottle Ad Celebrates Its 100th Anniversary
Meghan Young — March 10, 2015 — Marketing
The Coca-Cola glass bottle has been around for 100 years. To celebrate this momentous fact, the company tapped David Lachapelle to create a touching commercial that shows how the brand has helped bring different cultures and peoples together. Through a playful and powerful choreographed hand dance, the Coca-Cola glass bottle commercial cleverly and creatively alludes to the staple without it ever making an actual appearance.
Conceived and executed by Ogilvy & Mather, an ad agency based in Paris, France, the Coca-Cola glass bottle commercial ends by stating, "Celebrating 100 years of togetherness." It's undeniable that people have made such an emotional connection with the drink throughout the years. This sentimental attachment is the key to the ad campaign. It reminds people that some products go above and beyond their original purpose.
Conceived and executed by Ogilvy & Mather, an ad agency based in Paris, France, the Coca-Cola glass bottle commercial ends by stating, "Celebrating 100 years of togetherness." It's undeniable that people have made such an emotional connection with the drink throughout the years. This sentimental attachment is the key to the ad campaign. It reminds people that some products go above and beyond their original purpose.
Trend Themes
1. Hand-choreographed Commercials - Disruptive innovation opportunity: Incorporating innovative choreography techniques in commercials to effectively evoke emotions and create lasting brand connections.
2. Celebrating Milestone Anniversaries - Disruptive innovation opportunity: Leveraging milestone anniversaries as a marketing strategy to build brand loyalty and highlight the longevity and impact of a product or service.
3. Emotional Branding - Disruptive innovation opportunity: Developing emotionally-driven ad campaigns that tap into consumers' sentimental attachments to products and create memorable brand experiences.
Industry Implications
1. Advertising - Disruptive innovation opportunity: Revolutionizing advertising campaigns by incorporating creative choreography techniques that resonate with viewers and leave a lasting impression.
2. Beverage - Disruptive innovation opportunity: Using milestone anniversaries as an opportunity to create marketing campaigns that celebrate the heritage and emotional connection consumers have with beverage brands.
3. Creative Agency - Disruptive innovation opportunity: Collaborating with choreographers and directors to develop visually captivating and emotionally resonant ad campaigns for clients in various industries.
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