Review Of Coca-cola’s Commercial “The Coke Side Of Life – Open Happiness”

In its “The Coke Side of Life-Open Happiness” television commercial, Coca-Cola focuses on the importance of not being in line, not wearing a label, sitting up straight, and not feeling lonely. The goal of the company was to communicate that opening a can of coke is similar to opening happiness. The text uses a colorful language. Coke uses an enthusiastic tone in order to appeal the similar experiences and feelings of consumers. McCarthy believes that businesses have incorporated happiness into their models as a result of the positive psychology trend and its popularity. Coca-Cola’s “Open Happiness” commercials have had a great deal of success in achieving that.

Coca-Cola utilizes a number of rhetorical tools to communicate a message which relates their product to happiness. The jingle playing in background of the commercial suggests opening up a little joy to feel new. In the beginning, the message is that you don’t need to stick within the lines. Coke uses a logo that relates freedom to happiness. It is being emphasized that they don’t need to drink only coffee or just tea. They are free to choose whatever they want. Coca-Cola’s commercial quickly changes its message by stressing how important it is to not have a bottle label. Coca-Cola plays on emotions by removing the label from the bottle during this section. It’s the same if society decides to label someone as short, fat, bald or skinny. They don’t need a label, as the commercial claims. Happiness comes when you accept yourself. It is the same feeling of happiness when they know that they do not have to specify which coke products they prefer. They like Coke as a brand. Coke shows deliberately bottles that are bumping together, tilting then being straightened again as the commercial progresses, implying “you don’t need to be sitting up straight”. The slogan Open Happiness appeals to people of all ages and is relatable. The coke bottles are portrayed as different ages, from babies to the elderly. This shows how life changes over time. This part of commercial can be easily understood because we all need a shoulder to lean on. The commercial closes with a more personal touch by emphasizing that “you aren’t alone”. Pathos is used again to create an emotional connection and appeal to consumers. The statement triggers an instant smile that is linked to happiness. Coke uses a commercial in which it shows unity and happiness across all races, nationalities and genders.

The commercial ends with spinning white bottles of coke, each representing a different aspect of the commercial. They are then merged into a single bottle of coke, a symbol for the message of the entire commercial. Malcolm Gladwell, in TED: Ideas worth spreading, explained Howard Moskowitz’s most important lesson, that by embracing diversity, we can find a way to happiness. Coca-Cola uses the ethos and pathos of this commercial to reach out to their target audience. This commercial conveys a message that opens a coke can is like opening happiness. It helps persuade customers to buy their products and to think positively about their brands.