Coca Cola: If you want to change the behavior, change the feelings (at least for now)

Have you ever noticed that when we feel good, we are generally nice with others, and if a sullen feeling is dominating, the behavior shifts to another extreme? These feelings affect the behavior, and this is a subconscious process when we don’t even realize most of the times how our beliefs, feelings and behavior are constantly being shaped.

Consumer behavior is also result of how consumer feels towards the brand, and these feelings do not happen by chance, but they are result of consumer beliefs towards the brand. If advertising is creative and entertaining, it might convert in positive feelings towards the brand.

So, feelings affect the behavior in ways we don’t even understand clearly, nonetheless need to be accessed by a marketing strategy. But having this in mind, would you rather advertise your brand in a place where people are usually stressed out, or in a place where people are happy and cheerful? Sometimes reaching people in right moment, in a creative way, may really make it easy for people to like your add. This week, I got a perfect campaign to illustrate this case, you may be surprised.

Translation:

For Colombians, traffic jams have been a headache

“In Bogotá we are wasting almost two hours in traffic.”

How Coca-Cola could change all these sad faces? Into happy faces?

Converting a traffic jam in the largest drive-in-theater

We just needed a movie screen

A lot of movies and a radio frequency to tune to the audio

And we could not miss the popcorn, the new 250 ml mini Coca-Cola and many other surprises.

And much happiness    

A little taste that makes your moments big.

Where are you going to find happiness again?

Coca-Cola enjoy the hapiness