A brand reading
Coca-Cola.
Innocent A world in harmony.
Coke’s longest-running brand idea is that it produces, at the moment of consumption, a sensation of universal goodness. The product is incidental; the feeling is the brand. The 1971 Hilltop spot is the Innocent at its most expansive.
The reading.
Innocent with a Caregiver counterweight, expressed.
- Character
- Innocent
- Drive
- Blissfulness, goodness, simplicity, honesty, positivity.
- Fear
- Distress, wrongdoing, complexity, duplicity, negativity.
- Strategy
- Build trust by holding, and voicing, the values customers share.
- Counterweight
- Caregiver
- Opportunity
- Soft drinks sold refreshment. Harmony was the open lane.
- Diagnostic
- Expressed (occasionally distorted)
The Innocent at its most expansive. Coke sells the feeling of universal goodness at the moment of consumption, and distorts when it overpromises harmony. The Caregiver counterweight is the warmth it offers the crowd.
Famous spot
Hilltop / I’d Like to Buy the World a Coke, 1971