Coca-Cola X Tyla “Bliss”: Selling Lifestyle And Emotion, Not Just The Product
We all know the old advert formula…
It usually starts with a smiling actor, saying something like “Are you tired of …?” then continues to list your pain points, before presenting the product as the solution. It usually ends with a Call to Action, urging you to visit your nearest store to buy it now.
The truth is, as much as this advert format worked during the one-way broadcast era, today’s audience is far more critical. With the rise of social media and the continuous exposure to content, people, especially the younger audience, can easily see through the gimmicks and outdated marketing tactics.
Coca-Cola knows this shift well, as they have adapted their advertising to meet the change. One outstanding example is the “Enjoy the moment with Coca Cola” advert, created with rising star Tyla’s song “Bliss” at the center. The video opens with a college student surrounded by a clutter of boxes, as she cracks open a Coca-Cola bottle, she is swept away by freedom and sunlight, accompanied by the upbeat start of “Bliss.” Through vibrant visuals and road trip imagery, the ad captures a carefree, youthful essence, with Tyla making an appearance.
The advert is part of a larger campaign that encourages consumers to live in the moment, embracing joy, emotional connection, and spontaneity.
So, how can brands optimize their ads to appeal to the youth like Coca-Cola does?
Here are four key lessons from Coca-Cola’s “Enjoy the moment” campaign that show how to connect with the younger audience authentically and effectively:
Appeal To Emotions, Not Pockets.
The days of simply showcasing a product’s features are over, especially when targeting the youth. Coca-Cola understands this. Instead of emphasizing the drink itself, the brand sells the values and emotions associated with the drink. These emotional cues resonate with youth, who are actively seeking connection and individuality in the fast-paced, digital world. Through vibrant, energetic visuals and a spontaneous joy, the brand harnesses positivity and freedom, encouraging young people to unplug and savor the moments.
Key insight: Stop selling your product, instead start selling the values your brand represents and make sure those values speak to how your target audience wants to feel.
Tap Into Pop Culture.
Cultural relevance is a non-negotiable when it comes to youth, but it has to be done right. A common mistake brands often make is relying on surface-level research and generalizing pop culture, which frequently shows in their ads as forced or cringe-worthy.
Coca-Cola avoided this mistake by partnering with Tyla, a rising music icon in global pop culture, who resonates with Gen Z. She not only makes the ad feel fresh but also aligns with the brand’s values. Tyla represents aspiration, individuality, and connectivity, qualities most youth admire and resonate with.
Key insight: Don’t guess what is relevant to your audience; get close to them. Conduct focus groups and collaborate with people they admire and trust.
Music as a Universal Language
Music can allow us to instantly connect us to the emotions and values of a brand. We associate brands with certain sounds, strengthening our memories to recall them quicker and feel certain emotions about the brand.
To showcase their brand’s essence, Coca-Cola partnered with Tyla for her song “Bliss” and made it the heartbeat of the ad. The song embodies the ethos of the ad, helping the audience to not only see but also feel the moment portrayed. This is achieved through the song’s upbeat, energetic beat and warm melodies.
Key insight: Be intentional when choosing the soundtrack for your ad. Choose music that aligns with what your brand represents or the message you trying to convey to your audience.
Make the Moment Real
Nowadays, youth can spot inauthenticity from afar. They do not just want to view adverts but rather see themselves in them. Coca-Cola succeeds because it does not just make ads but shows glimpses captured from someone’s reality.
From how the mess was surrounded by packed boxes, to Tyla’s music after taking a sip from the bottle of Coca-Cola. Each element is created to reflect what most of the target audience is going through. Moments of transition and seeking to experience life, fully present. The product is there, but its part of a larger narrative, not the center.
Key insight: Let the narratives showcased in your ads reflect real life. Don’t make the product the main part of the story, but rather part of the bigger narrative.
In a world overflowing with content, Coca-Cola’s “Enjoy the Moment” is a masterclass on how to break through the noise. By appealing to emotions and not the pockets, leveraging pop culture, using music that aligns with your brand and making moments real can help you reach the younger audiences.
Are you ready to tell stories that feel and move people?