This old cocoa cola light ad emphasizes how light its drink really is by having someone pour the coke into a cup, but instead of it going into the cup, it sort of pours upwards. It did this because we usually think of clouds or balloons as being light and being present in the sky, which is what the soda is doing. The coca cola emblem is imprinted on the ad twice, which establishes the ethos. People are immediately going to trust this ad because of the company’s credibility. Because coke has been around for many years and people have probably bought it at one time or another, they already have an intimate connection with the company.
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