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“America the Beautiful”

Coca-Cola campaign

This advert was included in my theme of Internationalism because I feel it represents cultures instead of a particular nationalism feeling. It took a notion of pride in your country and made consumers look at the bigger picture.

This advert received backlash due to its controversy. It is one of the most ground-breaking and creative advertisement campaigns released over the past year. This social responsibility centered campaign made consumers take a second look at their society, and it would be difficult to find another advert that has done that.

This one minute advert was shown, in its full, during the American 2014 Superbowl. This caused social media to go into frenzy and split Coca-Cola’s audience on the matter. According to a company release, Coca-Cola wanted to debut a 90-second version of the advert during the Winter Olympics on February 7 of the same year. "We hope the ad gets people talking and thinking about what it means to be proud to be American," said Katie Bayne, president of Coca-Cola North America, in the release (Lee, 2014).

There were no known specifics on how this advert affected total net revenue, but the advertising costs are approximately $4 Million for a 30-second advert. This America the Beautiful advert had to have cost Coca-Cola somewhere around $8 Million (Kay, 2014).