The document analyzes an advertising campaign for Coke. The campaign's target audiences are teenagers, adults, and children. Its key message is that life is more enjoyable when you drink Coke. This message is conveyed through the emotional and bright tone of advertising using the slogan "Open up the coke side of life" to encourage sharing Coke with friends. The analysis finds the campaign concept and slogan effective at differentiating Coke by associating it with happiness.

1. Ad Campaign Anylisis
By Gabriel Villacorta

2. General Information
• Type of product
– Soft drink
• Brand
– Coke
• Campaign name
– Open up the coke side of life

3. Creative Briefing
Target
advertising
• Teenagers
• Adults
• Children
Desired
positioning
• A drink to share with friends and transmit happiness
Key promise or
benefit
• Life will be more enjoyable
Comunnication
tone
• Emotional

4. Message Analysis
What does
it say?
That life
is better
when
you
drink
coke.
How is it
said?
With a
short
slogan
Whom is it
adressed
to
To all
the
young
people
and
adults
When is it
said
On a
bright
happy
summer
Where is it
said
At the
beach

5. Web platform

6. Web Platform

7. Video

8. Personal Opininon
It is very colorful
It is very happy
It has a good message

9. Concept and slogan
What is the concept chosen to
differentiate the product or service?
• The “out side the model” concept
What is the slogan?
• Open up the coke side of life

10. Made by
Gabriel Villacorta