Coca Cola Together is Beautiful Rhetorical Analysis

Coca-Cola, one of the world’s most recognizable brands, has a long history of creating memorable advertising campaigns. In 2016, they launched the “Together Is Beautiful” campaign, which aimed to promote unity and diversity in an increasingly divided world.

This post will dive deep into the rhetorical strategies used in this campaign, exploring how Coca-Cola used words and images to convey its message and connect with audiences.

What is Rhetorical Analysis?

Before we jump into the specifics of the Coca-Cola campaign, let’s take a moment to understand what rhetorical analysis means.

Rhetorical analysis is a way of looking at how people use language and images to persuade others. It’s like being a detective, but instead of solving crimes, you’re figuring out how someone is trying to convince you of something. When we do a rhetorical analysis, we look at three main things:

1. The speaker or writer (in this case, Coca-Cola)
2. The message they’re trying to share
3. The audience they’re trying to reach

We also pay attention to how they use words, pictures, and other techniques to make their message more powerful and convincing.

The “Together Is Beautiful” Campaign: An Overview

Coca-Cola’s “Together Is Beautiful” campaign was a multi-platform effort that included TV commercials, print ads, social media content, and even special packaging. The main idea behind the campaign was to celebrate diversity and promote unity among people of different backgrounds.

The campaign’s centerpiece was a TV commercial that aired during the 2016 Super Bowl. It featured people of various ethnicities, ages, and backgrounds singing “America the Beautiful” in different languages. This bold move sparked both praise and controversy, making it a perfect subject for rhetorical analysis.

Rhetorical Strategies in the “Together Is Beautiful” Campaign

1. Emotional Appeal (Pathos)

One of the most powerful tools in Coca-Cola’s rhetorical arsenal was emotional appeal, or pathos. The campaign tugged at viewers’ heartstrings by:

• Showing diverse groups of people coming together
• Using uplifting music and imagery
• Highlighting shared experiences and values

For example, in the Super Bowl commercial, we see scenes of people from different walks of life enjoying Coca-Cola together. There’s a group of friends laughing at a diner, a family sharing a meal, and even a same-sex couple roller-skating with their daughter. These images are designed to make us feel warm and fuzzy inside, associating those positive emotions with the Coca-Cola brand.

The use of “America the Beautiful” sung in multiple languages is another powerful emotional tool. It takes a familiar patriotic song and transforms it into a celebration of America’s diversity, potentially evoking feelings of pride, unity, and inclusiveness in viewers.

2. Logical Appeal (Logos)

While the campaign relied heavily on emotional appeal, it also incorporated elements of logical appeal, or logos. Coca-Cola presented a rational argument for diversity and unity by:

• Showcasing the reality of America’s diverse population
• Implying that unity despite differences is a logical and beneficial approach
• Positioning their product as a common ground that brings people together

The logical argument here is subtle but present: America is a diverse nation, and embracing that diversity makes us stronger. Coca-Cola positions itself as a product that transcends cultural boundaries, logically presenting itself as a unifying force.

3. Ethical Appeal (Ethos)

Coca-Cola also used ethical appeal, or ethos, to strengthen its message. The company established its credibility and moral authority by:

• Taking a stand on a controversial issue
• Aligning itself with values of inclusivity and diversity
• Presenting itself as a longstanding American institution

By championing diversity and unity, Coca-Cola positioned itself as a socially responsible brand. This ethical stance can appeal to consumers who want to support companies that share their values.

4. Visual Rhetoric

The “Together Is Beautiful” campaign relied heavily on visual elements to convey its message. Some key visual rhetorical strategies included:

• Diverse casting in all advertisements
• Use of red (Coca-Cola’s brand color) as a unifying element
• Imagery of people sharing and enjoying Coca-Cola together

For instance, in print ads and social media content, Coca-Cola often featured photos of people from different backgrounds sharing a Coke. The red Coca-Cola logo or product was often the central element, visually tying diverse groups together.

5. Language and Slogans

The campaign made clever use of language to reinforce its message:

• The slogan “Together Is Beautiful” is simple yet powerful
• Multilingual content celebrated linguistic diversity
• Use of inclusive language like “we” and “our” to create a sense of community

The choice to have “America the Beautiful” sung in multiple languages was particularly impactful. It celebrated linguistic diversity while still using a patriotic American song, creating a powerful juxtaposition.

Rhetorical Context: Why This Campaign, Why Now?

To fully understand the rhetorical strategies at play, we need to consider the context in which this campaign was launched:

• Increasing political divisions in the United States
• Growing conversations about immigration and diversity
• Rise of social movements advocating for equality and inclusion

Coca-Cola’s campaign can be seen as a response to these social and political trends. By promoting unity and celebrating diversity, the company positioned itself on a particular side of these debates, which was both a bold move and a calculated risk.

Target Audience Analysis

Understanding who Coca-Cola was trying to reach helps us analyze their rhetorical choices. The “Together Is Beautiful” campaign seemed to target:

• Young, socially conscious consumers
• Diverse ethnic and cultural groups
• Those who value inclusivity and unity

By appealing to these groups, Coca-Cola aimed to strengthen its brand loyalty among younger consumers and diverse communities, potentially expanding its market share.

Effectiveness of the Campaign

The effectiveness of Coca-Cola’s rhetorical strategies can be measured in several ways:

1. Public Response: The campaign generated significant buzz, both positive and negative. While some praised Coca-Cola for its inclusive message, others criticized the use of multiple languages in the Super Bowl ad.
2. Brand Perception: Studies showed that the campaign generally improved Coca-Cola’s brand perception among its target audiences, particularly younger consumers.
3. Sales Impact: While direct sales impact is hard to measure for such campaigns, Coca-Cola reported positive growth in the quarters following the campaign launch.
4. Long-term Brand Strategy: The campaign aligned with Coca-Cola’s long-term strategy of positioning itself as a global, inclusive brand.

Criticisms and Controversies

No rhetorical analysis would be complete without considering the criticisms and controversies surrounding the campaign:

• Some viewers objected to the use of languages other than English in the Super Bowl commercial
• Critics accused Coca-Cola of using social issues for commercial gain
• There were debates about whether a corporation should take stances on political issues

These criticisms highlight the risks involved in using rhetoric to address sensitive social and political topics.

Lessons for Other Brands

The “Together Is Beautiful” campaign offers several lessons for other brands looking to use similar rhetorical strategies:

1. Authenticity is key: The message should align with the brand’s values and history.
2. Be prepared for both positive and negative reactions.
3. Visual elements can be as powerful as words in conveying a message.
4. Consider the broader social and political context of your campaign.
5. Emotional appeals can be very effective but should be balanced with logical and ethical appeals.

The Evolution of Coca-Cola’s Advertising Rhetoric

To fully appreciate the “Together Is Beautiful” campaign, it’s worth looking at how it fits into Coca-Cola’s broader advertising history:

• 1971: “I’d Like to Buy the World a Coke” – Another unity-themed campaign
• 1980s: “Have a Coke and a Smile” – Focused on happiness and positivity
• 2009: “Open Happiness” – Returned to themes of joy and togetherness
• 2016: “Taste the Feeling” – Aimed to unify the Coca-Cola brand family

The “Together Is Beautiful” campaign can be seen as an evolution of Coca-Cola’s long-standing rhetorical strategy of associating its product with positive emotions and universal values.

The Role of Social Media in Amplifying the Message

Social media played a crucial role in spreading and amplifying Coca-Cola’s rhetorical message:

• The campaign hashtag #TogetherIsBeautiful encouraged user participation
• Social media allowed for real-time responses and discussions about the campaign
• User-generated content extended the campaign’s reach and impact

This use of social media demonstrates how modern advertising campaigns can extend their rhetorical strategies beyond traditional media.

Comparing “Together Is Beautiful” to Other Unity-Themed Campaigns

To better understand Coca-Cola’s rhetorical choices, it’s helpful to compare this campaign to other unity-themed advertising efforts:

• Airbnb’s “We Accept” campaign
• Nike’s “Equality” campaign
• Heineken’s “Worlds Apart” campaign

While all these campaigns promoted themes of unity and diversity, each used different rhetorical strategies. Coca-Cola’s approach was perhaps the most overtly patriotic, tying diversity directly to American identity.

The Power of Music in Rhetorical Persuasion

The use of “America the Beautiful” in multiple languages was a key rhetorical strategy in this campaign. Music can be a powerful tool for persuasion because:

• It evokes emotions
• It can transcend language barriers
• Familiar tunes create a sense of comfort and nostalgia

By reimagining a patriotic song, Coca-Cola created a powerful auditory metaphor for its message of unity in diversity.

Conclusion: The Lasting Impact of “Together Is Beautiful”

Coca-Cola’s “Together Is Beautiful” campaign serves as a masterclass in modern advertising rhetoric. By skillfully combining emotional, logical, and ethical appeals with powerful visual and auditory elements, Coca-Cola created a campaign that was both commercially successful and socially impactful.

The campaign demonstrated how brands can use rhetoric to position themselves within broader social and political conversations. However, it also highlighted the risks involved in taking stands on controversial issues.

Ultimately, the “Together Is Beautiful” campaign reinforced Coca-Cola’s image as a global brand that brings people together. Whether you’re a fan of Coca-Cola or not, there’s no denying the rhetorical power of this campaign and its lasting impact on advertising strategies.

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FAQs

1. What is the main message of Coca-Cola’s “Together Is Beautiful” campaign? The main message is one of unity in diversity, celebrating the multicultural nature of America and positioning Coca-Cola as a unifying product.
2. Why did Coca-Cola choose to air this ad during the Super Bowl? The Super Bowl is one of the most-watched television events in the US, providing a massive audience for Coca-Cola’s message. It also aligns with the patriotic themes often associated with this event.
3. How did social media impact the campaign’s effectiveness? Social media amplified the campaign’s reach, encouraged user participation, and allowed for real-time discussions about the ad’s message.
4. What were some criticisms of the campaign? Some viewers objected to the use of languages other than English, while others accused Coca-Cola of exploiting social issues for commercial gain.
5. How does this campaign compare to Coca-Cola’s previous advertising efforts? The “Together Is Beautiful” campaign aligns with Coca-Cola’s long-standing strategy of associating its brand with positive emotions and universal values, but it takes a more direct stance on social issues than many previous campaigns.
6. What rhetorical strategies were most prominent in this campaign? The campaign relied heavily on emotional appeal (pathos), visual rhetoric, and the use of music to convey its message. It also incorporated elements of logical and ethical appeal.
7. How did the campaign address current social and political issues? The campaign indirectly addressed issues of immigration, diversity, and national unity by celebrating America’s multicultural nature.
8. Was the “Together Is Beautiful” campaign successful? While success can be measured in various ways, the campaign generally improved Coca-Cola’s brand perception among its target audiences and generated significant public discussion.
9. What lessons can other brands learn from this campaign? Key lessons include the importance of authenticity, the power of visual and auditory elements in advertising, and the need to consider broader social contexts when crafting marketing messages.
10. How did Coca-Cola use music as a rhetorical tool in this campaign? Coca-Cola used a multilingual version of “America the Beautiful” to create a powerful auditory metaphor for unity in diversity, evoking emotions and challenging traditional notions of patriotism.