“Hello, it is FOR YOU.” – Coca Cola commercial “Ringtong”

This essay is my review on Coca Cola’s commercial in 2006, after working with OAV

(Oracle-Added-Value) on global commercial test before they were adapted to attune to Chinese

market.

Based on OAV’s final evaluation, Coca Cola selected the top rated one – “Ringtone”, which was

my favorite too. Afterwards, I wrote an essay to give a different voice from other local marketing

professionals. For me, I love the REALNESS rather than FANCY sugarcoated in later Chinese

version, which acted by two Taiwan celebrities (Angela Chang & Wilber Pan). When the adapted

Chinese version was launched on TV, I was eager to ask my girl friend (a typical Chinese female

consumer working in my hometown far out of marketing related industry. ) about her opinion.

Not surprisingly, she gave very positive response on the twist and romantic elements in the

storyline BUT she did not show extra interest in the celebrity or the fancy stuff. Since then, I start

to doubt whether we marketing professionals, who are obsessed with our prowess over

consumers, are truly listening to our consumers. Or maybe we marketing professional are NOT

BOLD ENOUGH to dig out the embedded needs – more importantly CREATE the needs.

The below is my essay with a link to this commercial.

http://www.youtube.com/watch?v=RY1pcizCKT8&feature=related

Coca Cola has launched various versions of “Ringtone” version. This commercial conveys the

marketing message – The Coke Side Of Life, in REALNESS reflected in daily life. Through

unexpected brand experiences in various life slides, Coca Cola perfectly communicates its brand

message.

The tone is quite plain and real. People, make-up, back-up settings…are much close to real life. 2

teenagers, boy and girl, are close to the ones who sit next to the table, or those in the

neighboring classes. You walk by them ever day, and forget their faces when you are teenagers.

They are definitely not the one who comes to your dream at night. Therefore, when everything is

so close to real life, the storyline must grab attention in an unexpected way.

At the beginning, there is a felt-embarrassment between 2 teenagers, a white boy and a black

girl. To break the ice, the boy starts to imitate the famous NOKIE ringtone (at that time NOKIE

was today’s iPhone.) He seems searching something eagerly in his backpack. Then he takes a

bottle of coke, and opens it with classic “chiiiiiiii” sound, which means that the phone is

connected. With typical American boys’ sunshine smile, he passes the coke to the girl next, who

is keeping observing him in a puzzle look. Yes, the ice-breaking moment comes. The girl accepts

coke and the boy.

The coke message is so touching to heart. Coke is a magic THING which breaks the wall built up

by skins, ethnics, tribes, genders…and successfully connects people. That is The Coke Side Of Life.

On emotional level, this commercial subtly captures every girl’s dream for romance. I believe girls

would buy a bottle of coke after watching the commercial. Anyway, it works for me and my girl

friends. And it will work for you also.

小小 essay - 可口可乐的铃声一刻 -“是你的”

这篇小小 essay, 是以前做过这条广告的小测试的观后感。发现大众的看法和我不太一样

哟。当时 marketing的人说，看呀看呀，这个广告里面的 2个人好老土。但是我真的好喜欢

他们老土的样子。那种普普通通的感觉，更加贴心,舒舒服服的。

后来在中国上市的这个广告果真换成了明星- 一个是潘玮柏，一个是张韶涵。我的朋友说，

她好喜欢这个广告。呵呵，看来女孩子都逃不出浪漫的一劫。但是至今我都怀疑，是否

marketing 的人听懂了观众说的话，因为我的朋友说她喜欢这个广告，但是她好像不太关

心这个里面是不是俊男美女配的小潘和小张。是不是最初的这个版本在中国放会更好呢？

http://www.youtube.com/watch?v=RY1pcizCKT8&feature=related

可口可乐在全球发布了不同的‘铃声‘版本。这应是最初的一个。广告透过平实的生活态度

传达可口可乐的市场策略- 可乐人生（The Coke Side Of Life）。同时完美展现品牌的精

髓，即人们通过可口可乐在各种各样的生活小片段中得到意想不到的品牌体验。

故事的基调朴实。剧中人物，打扮，道具，背景„都是生活中最不经意的事物。2个主角，

就像身边的同桌，隔壁班的男生，或是那个女生。每天都会遇到，然后忘记，但永远不会出

现在梦里。当一切都以本色出现时，故事讲得巧妙才出彩。

故事的开始是僵局，2 个坐在一起的男孩女孩很尴尬。然后男孩子，嘴里开始模仿诺基亚的

铃声，仿佛电话响了，于是翻包找电话。接着他从包里拿出一瓶可口可乐，打开，哧的一声，

代表电话通了。然后他把可乐递给身边迷惑不解的女孩子，“是你的。”僵局一下子被打破。

女孩子欣然地接受了可口可乐和他。

深层的含义在于，可口可乐打破了肤色，种族，性别，白皮肤男孩和黑皮肤女孩之间种种隔

阂，做到了心与心之间真正的沟通。那就是可口可乐精彩而独特的生活一刻。

在情感的沟通上，这个广告温柔地贴合了每一个女生的小小浪漫情怀，成功地俘虏了女性观

众。相信广告结束后，女生们会产生买一瓶可乐的冲动。