Music Component on TVCs: Coca Cola 'Open Happiness' Campaign
DOI:
https://doi.org/10.22219/mdo.v2i1.13167Abstract
Music is part of Coca Cola's life journey. Started in 1971 with the popular TVC “I'd Like to Buy the World a Coke”. Similarly, The “Open Happiness” Campaign was also using music as its strength to grab people's attention. The song which is titled is the same as its campaign, Open Happiness, then became the creative spearhead of Coca Cola's global advertising campaign. The above facts then raises questions which are how music being part of the creative communications strategy in advertising. Semiotics was used as the method to evaluate music as a creative communications strategy on Coca Cola “Open Happiness” TVCs campaign. It also analyzed based on type of music, lyrics and singers. This campaign used the 'dum-dum' beat on hip hop music which creates fun and happy feelings. Then its lyrics asked people to have fun with friends, share happiness with Coca Cola and forget about sadness. Also famous singers which have strong connections with their fans which make it easier for Coca Cola to get into that community. That component is then packed into one song which makes people enjoy it without having any feelings of being persuaded.
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