Observational Learning, a cognitive learning theory often identified as “modeling”, provides greater understanding behind the unrivaled success of soft drink giant Coca Cola. Modeling explains how young consumers learn to develop an attitude and preference for a brand at a young age (Solomon, White & Dahl, 2017). Just as the name suggests, young consumers “model” their behaviour after their peers – such as teenagers, adults, influencers, andcelebrities.

In “The Cola Conquest”, a film by Irene Angelico (1998), the story of how Coca Cola developed into the global brand, important emphasis is given to how the company developed a strong and loyal following among American consumers of all ages. In the mid-1900’s, when activists argued that the soft drink’s lack of nutritious qualities and high caffeine content made it an inappropriate drink for children, Coca Cola agreed to stop directly advertising to children (Angelico, 1998).

In accordance with this agreement, Coca Cola removed images of children (under the age of 12) from its advertisements and imagery; however, the soft drink giant continued to — effectively and successfully — position the drink in a way that continued to have strong appeal to children.

Using youthful models in their early teens, playfully and gleefully engaging in the exact kinds of activities all children at the time might have enjoyed (fishing on ponds, swinging on swings, playing in fields), all with a bottle of Coke in their hands of course, Coca Cola modeled how their drink was most enjoyed when consumed. For any young consumer the message was clear: happiness and Coke go hand-in-hand.

When used as a marketing tool in advertising, observational learning can be very successful: online influencers and celebrities endorsing fashion, technology, jewellery, and skin care products, all have a strong impact on young consumers who haven’t yet formed attitudes, opinions, or preferences around some products and brands. This learning style not only exposes youth to products and brands, it also endears them to the ones being promoted or endorsed by these social models.

As a parent, I have experience with this all the time: I see how observational learning and modeling influence my children when they make specific requests for fashion and technology items! I would rather see my children critically evaluate a brand’s message and product on its own, than be seduced by its image and who is endorsing it. And even though Coke and other soft drink brands are not permitted to advertise to children by using children in their media, they continue to target youth by using models who carry a great deal of influence over the next generation of consumers.

By Andrea Niosi