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In your head
It doesn't sound like becoming the next Hollywood production company is Coke's goal. The goal is merely to look for more headspace. The "values" that Coke represents are the things that Coke has attempted to establish as associations with their product. The 50s cars and outfits resurrected from past campaigns, the soda jerk, the images of a happier past... Coke puts these here for a reason. They would like older folks' nostalgia for a better time to include Coca Cola and the old and familiar Coke bottle, even if it's just a picture of the same on the can. Celebrities are borrowed both to catch your attention, and to establish an association. Enough repetition and the singer who you don't even much like is going to make a connection in your head. You hear the song in passing, and there's a small chance you'll think, "Oh -- is it time for a Coke?" From what I read of Heyer's keynote, wherein he speaks about being headed to ideas, but not intellectual properties, I think he's speaking about these associations, and shooting for more fundamental associations. We're digging deep and going after Hallmark's and the chocolatiers' territory, battling for association with basic human emotions. "Assets to break into people's hearts and minds. In that order." I think what we're up against is a campaign of emotional twiddling, and soon you won't see the climax of a movie embrace or the best joke on the late show without Coke being present to make an imprint right at that moment.
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