2024-03-18 11:24:12
The beauty.
“We will read the advertisement” provides fun interpretation and explanation of the message contained in the advertisement creative.
※caution! : Advertising is an obvious business tool. Advertising is not just about creativity.
In this week’s content, we are going to read Coca-Cola’s Coca-Cola Zero “Choose Something Delicious” advertisement. The advertisement in question was with New Jeans, and what is unique is that the Korean advertisement format and message were localized and carried out in the same manner in Japan. Now, let’s first watch the advertisement and the New Jeans music video, and then read the advertisement in detail.
Coca-Cola Zero ※Source: Coca-Cola Korea YouTube Channel
Coca-Cola Zero Lemon ※Source: Coca-Cola Korea YouTube Channel
Coca-Cola Zero Edition Japan ※Source: oricon YouTube channel
Did you enjoy watching the 2 Korean and 1 Japanese commercials? So what creative strategy did Coca-Cola use in its advertisements to convey the same message in Korea and Japan?
message
Main message (Korea/Japan): Choose something delicious / 選ぼう。 コークゼロ の美味しさを。 (Choose something delicious)
Sub message (Korea/Japan): Coca-Cola Zero, Coca-Cola Lemon Zero / Does not exist separately
In the Coca-Cola Zero and Coca-Cola Lemon Zero advertisements, the main message is “Choose something delicious,” and this message runs through all the advertisements. The sub message simply uses the product name. So why did Coca-Cola single out “Choose something delicious”? The reason may be that they want to consistently convey the point that “no matter which Coca-Cola Zero you choose, the taste is guaranteed.” “No matter which Coca-Cola Zero you choose, the taste is guaranteed.” We will cover copy content in more detail in Creative.
main target
Gender/Age: All genders / Teens, 20s, 30s
It is believed that Coca-Cola Zero’s advertisements will not apply separate sexually transmitted disease targeting. In terms of age, considering the model called New Jeans, it seems that the main target was “teens, 20s, and 30s.”
creative
The advertisement conveys its message with the same creativity. However, the creatives of Korean and Japanese advertisements are slightly different. Let’s read about the same part first. It starts with a scene where New Jeans enters a supermarket (or convenience store) and proceeds with the Coca-Cola Zeros in the refrigerator talking. And the Coca-Cola guys exchange stories like, “Choose me because I’m exciting,” “I’m better than you,” and “Am I?” Later, when a member of New Jeans sings “Coca Cola is delicious,” he is shown choosing a Coca Cola. Later, the New Jeans member’s hand is shown stopping at a certain Coca-Cola, and the Coca-Cola just before being selected says, “Is it really me?” However, the hand goes straight to the side and selects the Coca-Cola next to it. So why was this creative applied equally to Korean and Japanese advertisements? I think this is a more interesting way to express the message mentioned in the previous message part, “No matter which Coca-Cola Zero you choose, the taste is guaranteed.”
So, in what ways do Korean and Japanese creatives differ? First, Coca-Cola Zero products are exposed using cans in Korea and plastic bottles in Japan. Perhaps the differences in the types of products most consumed in each country are expressed creatively. Koreans purchase a lot of Coca-Cola in cans, while Japanese people purchase more Coca-Cola in plastic bottles rather than cans, so it appears that the types of products they are exposed to have changed.
Another part is the comments made by colas. In a Japanese ad, Coke asks, “What does ‘delicious’ mean?” There is a scene where you ask and another coke explains what it means in Japanese. This appears to have been added to explain New Jeans’ Korean lines and help Japanese people understand them.
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#Episode #message #globally