The Coca-cola ad, I’d like to buy the world a Coke, was released in 1971, when the marketing world was in the beginning of would be know as Marketing 3.0. Philip Kotler defends this new model of Marketing 3.0 and argues that customers must be treated as more than just consumers, but as depth human beings, with different layers and feelings that mus always be considered. The consumers must be the center of all brand communication, always regarding their needs for participation, creativity, community, and idealism.
So, in this Coca-cola ad, it’s very important to recognize the power of the psychological forces, such as motivation, perception and personality, that are the core of this campaign and also are the main reason why this ad was so important at its time. It was one of the first big ads to understand the importance of not only those psychological forces but also the social and group forces. The fact that the ad portrays so many different cultures and social classes was a landmark of its time and it’s the fundamental reason why this ad remains so relevant until today.
It may not have been be created by Don Draper, but he sure as hell would like to.
