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Coke Spreads Happiness Through the Internet
By: Cindy Wendland
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Have you noticed more emphasis on kindness and positivity in branding? Coke was one company who took this approach in their Super Bowl commercial. Their message was that the Internet can be used to spread happiness or hate, and Coke would be a catalyst for spreading happiness.

Unfortunately, cyberbullying is a reality for many children. Marketers wish they could connect with their audience as much as children are connected to their peers. This level of connection is both good and bad, since children are not mature or logical. The playground teasing has escalated to an unprecedented level on social media. Through Coke’s commercial, they are advocating spreading happiness versus hate.

It is sometimes easier to say bad thoughts than to keep them unsaid. For some reason, people are even less likely to keep those bad thoughts in their heads when they have the opportunity to type them. People are bolder with social media and may message things that should never be said. The reality of our world is that we now have to work harder to spread positivity and happiness. Coke is encouraging people to find the good and spread positive messages that uplift people.

The visual imagery of Coke spilling onto a computer and spreading throughout the Internet is a visual metaphor for how good can spill over into the world. Children can use social media to uplift their peers. People of all ages identified with the message and may feel positive towards Coke as a result. How much happiness does your brand spread?

   

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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