Coca-Cola: Bottling Happiness

Student Author(s)

Alissa Heynen

Faculty Mentor(s)

Dr. Kendra Parker, Women’s and Gender Studies

Document Type


Event Date



Over the years, sexism, racism, and heterosexism have begun leaking into commercials and advertisements due to an excuse that these ideas are necessary to sell products. This study focuses on the representation in Coca-Cola’s “Taste the Feeling“ campaign released in January of 2016. By showing commercials that feature mainly straight, white, beautiful, cisgender, and heterosexual characters, Coca-Cola fails to acknowledge a majority of people around the globe. The company has forced target groups of people to see themselves in this majority lens without giving representation to all and therefore invalidating individuals’ own unique life experiences. Research found that Coca-Cola deliberately included actors of certain races, ethnicities, and sexualities to target specific demographics within their target market.

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