The Coca-Cola Controversy

During the Super Bowl of 2014, Coca-Cola took a shot in the dark and first aired a commercial coined ‘It’s Beautiful,’ an advertisement which was geared to celebrate America’s great diversity and uniqueness. ‘It’s Beautiful’ has been shown on television on many different American holidays, such as the Fourth of July and Memorial Day. Additionally, it has been seen on major moments in national and international sports and entertainment events, like the football playoffs, New Year’s Eve, and several Olympic Opening Ceremonies. Coca-Cola’s ‘It’s Beautiful’ ad expresses a theme of American patriotism and promotes diversity by using differing languages and a variety of scenes that appeal to all.
Coca-Cola caught the audience’s attention in ‘It’s
We believe ‘It’s Beautiful’ is a great example of the magic that makes our country so special, and a powerful message that spreads optimism, promotes inclusion and celebrates humanity – values that are core to Coca-Cola.” The sole purpose of the ad was to bring all those in America together and have Coca-Cola be the unifying element. It had no intention of dishonoring our country or disrespecting the song “America the Beautiful” by having it sung in various different languages and promoting diversity and acceptance along with it. The Coca-Cola “America is Beautiful” campaign expresses a theme of American patriotism and diversity to produce an effective ad using differing languages and a variety of scenes that appeal to all. By utilizing short clips displaying different cultures with a subtle showing of the Coca-Cola logo and pairing them with a song of patriotism, Coca-Cola emphasizes its role in unifying America during the Super Bowl, a time when the country feels truly patriotic. In this ad, Coca-Cola is representing what it means to be truly an American in society