Protobrand's Meta4 Insight Reveals Coke’s Secret Ingredient: Serenity

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A Meta4 Insight™ study reveals that while Coca-Cola is defined by feelings of joy, the core emotion that makes the brand truly fizz is serenity.

Coke could further enhance its emotional effervescence by more heavily accenting feelings of serenity, as opposed the emotions of ecstatic joy and exhilaration.

Today, Protobrand releases the results from a recent study examining the underlying emotion of devotion that defines the Coke brand. The Meta4 Insight study, which was conducted among lovers of Coca-Cola Classic or Diet Coke in the US, reveals the core brand meaning at a deep and profound level.

The Protobrand study identifies the opportunity to potentially reposition both Classic and Diet Coke under the same brand proposition in a way that is punctuated by deep feelings of serenity and emotional refreshment.

“We looked for underlying differences between Coke and Diet Coke, and were surprised to find a similar meaning across both brands shaped by the deep-seated emotions of both serenity and joy,” says Anders Bengtsson, CEO of Protobrand.

In the study, the feelings of serenity about the Coke brand are underscored by a sentiment of refreshment, relaxation, escape, sharing, and family. By analyzing and interpreting the pervasive brand belief system about Coke, Protobrand identified that respondents cognitively recollected advertising that tapped into serenity - including the polar bear commercials and the harmonious “I’d like to teach the world to sing” commercial.

But there was minimal cognitive recall of advertised messages about unbridled joy or exhilaration.

“What the study tells, is that Coke could further enhance its emotional effervescence by more heavily accenting feelings of serenity, as opposed the emotions of ecstatic joy and exhilaration,” says Stephen Hahn-Griffiths, Chief Strategist of Protobrand.

Meta4 Insight™
Meta4 Insight™ is a research methodology that builds upon decades of academic thought and scientific research into the workings of the human mind. Meta4 Insight is facilitated through an online application, and uses a proprietary image database to reveal people’s subconscious minds.

About Protobrand Sciences, Inc.
Protobrand is an independent research and branding consultancy that offers a unique perspective on emotional insight mining. Through Meta4 Insight – our online application for metaphor elicitation – we mine the human subconscious and uncover the rich, hidden motivations behind people’s behavior. With such insight as a foundation, we craft strategic and creative solutions that result in emotionally resonant brand relationships. Clients include major consumer brands such as Lee, Disney, Marriott, Bank of America, Target, Toyota, and Wendy’s.

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Anders Bengtsson
Protobrand
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