March 28, 2013:
Coke's "Open Happiness" ad campaign is a perfect example of "emotional branding." It's another ad where it's almost impossible to tell what it's selling until the end. The idea? People feel happy when they watch funny videos. Indeed, it's a major social thing these days--sharing funny/cute videos. Coke hopes they can connect to that happy feeling and that it will transfer to their product (already the most recognized brand in the world).
And, in case you're wondering, no, not all of the clips are real. Coke says they had to "recreate" some of the situations.
