Every four years the nation comes together as one to celebrate the Winter Olympics, and every year Coca Cola manages to find its way into almost every household throughout the world. Although Coke is one of the most trusted products in the world, especially in America, it has recently come under attack following its Super Bowl commercial “It’s Beautiful.” As a young adult, and an American citizen, I was surprised at all the negative feedback Coke received from a one-minute commercial. For those who are not aware of the commercial, “America the Beautiful” was sung in multiple languages and had gay dads at the end. It is no surprise that there is still racism and discrimination in America, but what is surprising is that just after one week of Coke’s commercial debuting, Americans have managed to come together to root for their athletes and look past their race and beliefs.
If you didn’t already know, the rings on the Olympic flag represents the five continents from which all the athletes come from. Every nation’s flag is represented on the Olympic flag through its five colors: red, blue, black, green and yellow. Coke’s “It’s Beautiful” commercial to me had a way of uniting Americans just like the Olympic rings do for the nation. Coke has become a family household product and through the years the company has been able to win the hearts of every type of person: African American, Caucasian, Hispanic, Catholic, Jewish. Coke doesn’t look at gender, race, or beliefs. They look at their customers as equals.
In class we have discussed advertising to certain audiences each product is advertised to one specific customer however, Coke’s “It’s Beautiful” commercial didn’t target one gender, one race, one social class or one economic status. Instead Coke targeted every single American.
According to the Olympic Charter, “The Olympic symbol expresses the activity of the Olympic movement and represents the union of the five continents and the meeting of athletes from throughout the world at the Olympic Games.” Although many Americans were outraged about the commercial not being about one type of “American”, they are all joining together this month to root for the American Olympic team. The American team is not one specific race or gender, but a whole. And that is what Coca-Cola was trying to represent.
Day, P. (2014, February 3). Coca-cola super bowl ad stirs controversy . Retrieved from
Soltis, G. (2012, December 19). What do the Olympic Rings Symbolize?. Retrieved from http://www.livescience.com/32361-what-do-the-olympic-rings-symbolize.html