People thirst for more than good football on Super Sunday. So beverage commercials are always plentiful. This year was no exception, although only one beverage brand presented exceptional advertising.
Coca-Cola's corporate core competencies focus on distribution and branding. And, when it comes to advertising, no beverage sends it's brand signal more effectively.
In this commercial - called Border Crossing - we see the "gift-like act" that is an essential element of the Coca-Cola brand concept. "Happiness" may be how people speak of this campaign in contemporary terms, but the enduring metaphor of the brand involves the universal gesture of friendship. This metaphor was also portrayed in the Dragon commercial for Coca-Cola.
It is this underlying concept that differentiates the brand and raises it above all other beverages. Brands desperate for attention resort to stunts, while Coca-Cola sustains its leadership secure in the knowledge it stands for core values shared by people everywhere in the world.
Copyright © 2011 by John Eighmey. All Rights Reserved.
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