Although each advert is very different from the next, the overarching theme of Coca-Cola's advertising strategy is happiness. Since the 19th Century, Coca-Cola has been selling its drinks by selling happiness in a bottle, and this doesn't look set to change anytime soon.

Our very first ad was published in the Atlanta Journal newspaper on May 29, 1886, a few short weeks after the drink was first served in Jacobs' Pharmacy. The ad featured one of our longest-running slogans: “Delicious and Refreshing.”

Coca- Cola is willing to make identify its product with happiness so it transmits feelings to ease that association with the brand even with a low tone, which is normally related with seriousness. This is achieved by the combination of other different elements such as visual ones.

First Coca-Cola advertising on TV (1950) - YouTube.

Much of Coca-Cola's advertising success comes from the way they present their brand. Instead of focusing on the actual product, they emphasize the feeling and camaraderie of making the brand part of one's identity.

I'd Like to Buy the World a Coke (1971) And creating one of the most famous commercials ever. The ad centers around the now iconic soundtrack, “I'd like to buy the world a Coke”, sung on a hilltop in Italy by a group of people from every corner of the world.

"I'd Like to Buy the World a Coke" was released in the U.S. in July 1971 and immediately struck a responsive chord. The Coca-Cola Company and its bottlers received more than 100,000 letters about the commercial. Many listeners called radio stations begging to hear it.

I'd Like to Buy the World a Coke (1971) And creating one of the most famous commercials ever. The ad centers around the now iconic soundtrack, “I'd like to buy the world a Coke”, sung on a hilltop in Italy by a group of people from every corner of the world.

Your ads will stand out when you identify a unique tone and use it across all channels. People are more likely to listen to what you have to say in your ads if they can relate to your brand. The tone of your ads can be a lot of different things: friendly, informative, funny, insightful, motivational, etc.

Describe the tone and mood of each ad. Tone is the text's attitude toward its subject; mood is the feeling that the text creates in the reader.

The first TV ad was aired in July 1941 during a baseball game between the Brooklyn Dodgers and the Philadelphia Phillies. The ad was for Bulova watches, and it lasted for just over a minute. This was the first time that people were able to see a commercial on their television sets.

The world's longest running TV commercial is the Discount Tire Company's Thank you commercial, produced by Swartwout Productions (Arizona, USA) and first aired in 1975. The same commercial has been aired continuously every year in parts of the USA.