Metaphors that Bring Joy: How Coca-Cola's 'Taste the Feeling' and 'Open the Happiness' Campaigns Use Figurative Language to Connect with Consumers?

Have you ever asked yourself how can someone open the happiness? Or have you ever tried to taste the feeling? Uh, perhaps you have. How does it taste? Can someone explain or describe what does a feeling taste like? Well, even if it is hard to objectively describe how does the feeling taste or how can one open the happiness, Coca-Cola makes you believe that you can.

In its both campaigns "Open the Happiness" and "Taste the Feeling", Coca-Cola uses metaphors trying to move one step closer to its customers.

Coca-Cola has been one of the most successful beverage brands in the world for over a century. In order to maintain its position as the world's top soft drink brand, Coca-Cola has created a variety of successful campaigns over the years focusing on a use of a figurative language. Two of its most popular campaigns are "Open Happiness" and "Taste the Feeling."

Open Happiness

The "Open Happiness" campaign was launched in 2009 and ran until 2015. The main message of the campaign was that Coca-Cola can bring happiness into people's lives. The commercials for the campaign showed people drinking Coca-Cola and having fun, as well as enjoying special moments with their loved ones. The campaign's slogan was "Open Happiness," and it encouraged people to share happiness with others by opening a Coca-Cola and enjoying it together.

One of the most popular commercials in the "Open Happiness" campaign was the "Happiness Machine" commercial. In the commercial, a Coca-Cola vending machine dispenses free Coke, flowers, and pizza to college students. The commercial went viral on social media and was a huge success.

Taste the Feeling

In 2016, Coca-Cola launched the "Taste the Feeling" campaign. The campaign was designed to be a global campaign that would unite all Coca-Cola brands and bring back the focus on the core product, Coca-Cola. The campaign's slogan was "Taste the Feeling," and it was designed to make people crave the taste of Coca-Cola.

The commercials for the "Taste the Feeling" campaign focused on the experience of drinking Coca-Cola, with visuals that highlighted the bubbles, the fizz, and the sound of opening a can or bottle of Coca-Cola. The commercials also featured people of all ages, races, and backgrounds enjoying Coca-Cola and the happiness it brings.

The "Taste the Feeling" campaign was a huge success, with over 3,000 pieces of content created across all media platforms. Coca-Cola also created a global anthem for the campaign, which was used in commercials and other promotional materials.

Conclusion

Both the "Open Happiness" and "Taste the Feeling" campaigns were successful in creating emotional connections with consumers and increasing brand loyalty. The "Open Happiness" campaign focused on bringing happiness into people's lives, while the "Taste the Feeling" campaign focused on the experience of drinking Coca-Cola. The worldwide ‘Taste the Feeling’ campaign aims to?celebrate Coca-Cola via universal storytelling and everyday moments which center around the beverage. Both campaigns were successful in creating a positive image for Coca-Cola and strengthening its position as the world's top soft drink brand. For Coca- Cola, the use of metaphors is consideration of the drink as an emotional remedy, a container of happiness, and a nurturer of life values which bring the consumer closer to the brand.