Happiness as a marketing strategy

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When it comes to digital marketing, there is one rule that we cannot forget: positive emotions win over negative ones. This not only means that one should avoid associating their product with negative concepts, but associating it with positive emotions, such as hope or happiness, can be highly productive. The perfect example is one of Coca Cola’s latest commercials called “Camaritas”.

The video on Youtube

In an era where security cameras represent crime and i slovenia mobile database nsecurity, Coca Cola turned them into a beacon of hope and restored faith in humanity in just a minute and a half. The numbers speak for themselves; the video won a Sol de Oro, reached 5 million views and 40 thousand likes on YouTube.

This is not the first time that Coca Cola has used positive emotions to promote its brand; it has been doing so for years under the slogan “Uncover Happiness.” Instead of relating its product to banal concepts such as status, coolness and fashion, which have proven to be effective, it went a step further and related it to the most positive emotion of all: happiness.

What results did Happy Marketing give to Coca Cola ?

It is considered the brand with the best image in the world, with a brand value of 71,861 according to Interbrand. It is a fact that emotions direct purchasing decisions, so why don't we encourage our audience to be happy? As advertising says, it is just a matter of looking at the world with different eyes.