Coca-Cola: Brotherly Love

In examination of lovemarks in marketing strategies,  this advertisement by Coca-Cola associates the feeling of a sense of family--more importantly brotherhood, when drinking Coca-Cola. Even though the intent of this advertisement is to ultimately sell soda, the advertisement satisfies many peoples' needs for companionship. In the documentary, The Persuaders, it explains the clever ways that companies are marketing their product. In this case, a lovemark is demonstrated by appealing to consumers through intertwining brotherhood and Coca-Cola. This advertisement for Coca-Cola seems like it simply shows the common relationship between two brothers. In reality, this advertisement utilizes its enticing music and alluring setting to transplant a feeling of intimacy when drinking Coca-Cola.

When watching this advertisement, I feel calm and relaxed, as if the intent was more to create an emotional attachment to drinking soda, rather than buying it. This commercial is one of many that builds a long-term relationship between the consumer and the product. This clever advertisement mixes together feelings of intimacy and happiness while drinking Coca-Cola. This is a great example of a lovemark because it evokes emotions towards the audience whenever they drink Coca-Cola. After watching this commercial, not only does drinking a refreshing glass of Coca-Cola during a hot summer day sound great, but being with a companion, particularly a family member or brother is closely bonded with Coca-Cola.