Hello, this is Korea advertising.
1. Opening – A questioning phrase: “BEST COKE EVER?”
The commercial begins with a powerful question. “BEST COKE EVER?” is more than just a catchphrase. It represents the consumer’s question of ‘Is this really the best Coca-Cola ever?’ and arouses curiosity and anticipation throughout the commercial. The use of the English phrase at the forefront is a strategic choice that simultaneously demonstrates the brand’s identity and confidence as a global brand.
2. Appearance of Two Men – Choi Dae-hoon vs. Kang Yoo-seok
The appearance of the two actors is an interesting element in itself.
Choi Dae-hoon has a heavy and serious tone, and appears as a ‘proven taste expert’ in the commercial.
Kang Yoo-seok, on the other hand, has a young and energetic image, and represents the ‘direct and honest response of today’s generation.’
The contrast between these two actors quickly captures the flow of the commercial and is a device that allows us to look at the taste of the product from different perspectives.
3. First taste – Maximizing the reaction
The most crucial scene in the commercial is the scene where the two actors drink Coca-Cola Zero.
Choi Dae-hoon quietly and slowly savors the drink, conveying the message that “it’s changed, it’s definitely different” with his eyes and expression.
Kang Yoo-seok immediately reacts by saying, “Huh? What? Is this really Zero?” and maximizes the general reaction of consumers.
This scene visualizes the renewal of taste most effectively. The actors’ reactions alone emphasize the difference from the existing Zero Cola.
4. Tension and humor – wit in seriousness
A subtle tension flows in the middle of the commercial. The two men sitting face to face seriously form a strange tension as if they are trying to determine the “truth of the taste” of a single drink. However, this is soon resolved into humor.
For example, when Kang Yoo-seok says, “Isn’t it really delicious?” Choi Dae-hoon’s expression slightly distorts, which induces laughter while also conveying the core message that “it’s really delicious.” Humor is a device that controls the advertisement from becoming too heavy.
5. Emphasized message – “Zero that has become more delicious”
In the latter half of the advertisement, the message “Zero that has become more delicious” is strongly repeated through subtitles and narration. This is not simple marketing, but also an announcement of the actual recipe renewal. It is a strategic phrase that makes viewers aware of the difference from the previous version and dispels the existing image that “Zero Cola is bland.”
6. Conclusion – A challenge to try it yourself
The advertisement ends by asking the viewer a question directly. Through the message “BEST COKE EVER? Try it yourself and decide.”, it encourages the viewer’s participation and changes to marketing centered on direct experience. This is not simply about promoting a product, but rather part of a campaign that induces consumer behavior.
Conclusion
This advertisement, which compresses and delivers the change in taste, the actors’ characters, consumer reactions, humor, and even a challenge message in a short 30 seconds, is a typical example of effective branding and product renewal promotion. In particular, by sensually expressing the ‘evolution of zero drinks’, it succeeded in breaking the prejudice against existing zero colas and instilling a new image.
.jpg)