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share a coke

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Time for a Royal Celebration: 

Share a Coke with Wills and Kate

           When Prince William and Kate Middleton debut their son, Prince George Alexander Louis of Cambridge, to the world the entire world entered frenzy. This wasn’t only a widely covered issue for England, but also from country to country. Even in America the public awaited the arrival of the new heir, advertisements capitalized on this new addition to the royal family and released series of adverts on a world scale.

           Coca-Cola released a non-descript advert of congratulations soon before the birth entitled: “Time for a royal celebration… Share a Coke with Wills and Kate.” The positioning of the Coke bottles was in the form of a “cheers.” The nod to the royal family that the public was wildly awaiting was an ingenuous move for the Coca-Cola advertising company. The company’s drive to become a part of the news-driven cultural movement worked to the advantage of Coke’s previous hashtag campaign from New Zealand and Australia. It was also one of the first companies to release a congratulatory message in the public.

           In an interview on the baby-craze advert Andra London, a global communications manager at Coca-Cola, commented that “[Coca-Cola] didn’t want it to be about pushing a product. We wanted it to be about the happiness of the occasion because that’s where our brand values lie,” (Vega, 2014). In the same article it was noted that by the afternoon of the next day “the ad had received more than 10,000 ‘likes’ on Facebook and was shared about 1,700 times,” (Vega, 2014).