The trip to the World of Coca-Cola was really unforgettable. What impressed me most is the theme of the Coca-Cola company, that is, happiness. Why could this beverage company be so successful and why could this kind of magic beverage be so attractive around the world? Perhaps the advertising does influence people a lot to choose Coca Cola, which could bring “happiness” according to the slogan on the bottle.
Nowadays, the competition between companies has become more furious than ever before. What kind of advertisement attracts people mostly? What kind of company culture in Coca-Cola affects the prospect of the whole beverage industry? After my trip to the World of Coca Cola, I got partly of the answer. It puts much of the emphasis on people’s sense of self-identity, at the same time, Coca Cola company are trying to influence people’s sense of happiness by adding this element into their advertising practice. When visitors entered the World of Coca Cola, there would be an film called” "Happiness Factory” showed to them. The plot of the animation centers on the creation of a chilled Coke bottle . The animal characters are so cute and smart, which really brought us a lot of fun and happiness. The concept of “Happiness” are now spreading around the world and even gradually becoming a represent of culture of Coca Cola company. In 2009, the "Open Happiness" slogan spread globally. It could be seen in stores, on billboards, in TV spots and printed advertising along with digital and music components.
I googled some information about the slogan history of the company. It would not be difficult to find that this company emphasize on providing people with fresh and happy feelings when drinking this beverage. The magic efficiency is perhaps not due to the ingredient of cola, but rather the powerful influence of advertisement.
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