venerdì, agosto 05, 2011

 

Coca Cola per un mondo migliore?




Sappiamo bene che Coca Cola da 125 anni oltre a essere il soft drink piu venduto sulla terra è stata capace di rendersi pioniere di una versione di brand portatore di valori universali oltre che di un’equity riconosciuta in tutto il mondo. Da qualche parte avevo letto (non so se sia una leggenda metropolitana) che la parola piu conosciuta al mondo dopo mamma sia proprio il naming del ns caro brand rosso e bianco.

Ci sono stati innumerevoli posizionamenti del brand che lo hanno portato da un concetto di enjoy al concetto odierno di felicità, passando nel frattempo negli ultimi tempi a un riposizionamento basato sulla modalità di fruizione in famiglia e durante i pasti, che a mio parere è legato solamente ad un incremento delle vendite delle bottiglie da 1,5 e superiori.

Nello spot analizzato (argentino) e vincitore quest’anno di un argento a Cannes, notiamo come questo concetto di felicità abbia raggiunto la sua massima espressione, valorizzando in antitesi issues negative mondiali con risposte di entità globale minore ma capaci di far sorridere e farci infine credere davvero che alla fine il nostro mondo non è tanto lontano da quello che sogniamo.

La potenza del brand e la sua capacità di comunicare i suoi valori è espressa alla massima potenza in questo spot: esso esce fuori solo alla fine, dopo un crescendo di negatività e contro negatività positive, quest’ultime molto più forti in termini numerici e di importanza valoriale (alcune ti fanno anche riflettere su come va veramente il mondo postmoderno: su google amore ha più risultati di paura). Si passa quindi ad una affermazione chiave, che riassume tutte le precedenti e mostra sia a livello grafico che visivo che è Coca cola il portatore della felicità. Il brand ci crede, e noi dobbiamo credere in un mondo migliore: nel momento in cui 1 arma viene venduta, 20.000 persone CONDIVIDONO una Coca Cola.

Quindi il rapporto esponenziale è 1 a 20k in termini di positività, Coca Cola è 20k volte più forte e positiva di un’arma. E’ lei stessa il mezzo di unione tra le persone, strumento universale di una convivialità che da enjoy (prima da solo e poi together) è passata a happyness (da solo ma soprattutto together).

Il coro dei bambini di ogni razza alla “we are the world” che canta Whatever degli Oasis è la ciliegina sulla torta del direttore creativo: solo loro il futuro, sono loro i soli capaci a credere e a sperare in un futuro migliore e ottenerlo proprio come loro lo sognano. I paragoni tra il bene e il male sono visti infatti con i loro occhi: pupazzi, soldi del monopoli, video divertenti su internet (loro ci sono nati con la multimedialità e la rete). Sono loro a dire a noi adulti che ci sono un sacco di ragioni positive per credere a questo mondo migliore e ce lo dicono sorridendo, mentre noi siamo incazzati neri e disperati di come vanno le cose.

Coca Cola ce lo fa presente e si fa portatore di questo, suggerendoci cmq che in 125 anni di storia lei c’è sempre stata e ci sarà sempre, nel bene e non nel male.

Per vedere lo spot: http://www.youtube.com/watch?v=9dHOzw5KSlE

Etichette: , , , ,


Comments:
Bel post e bello spot, che nella negatività della realtà argentina fa ancora più presa.
Vai paolino!
 
Grazie Silvio!
 
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