THE COCA-COLA MERCHANDISING ACTION IN THE HOT WEATHER MUSIC VIDEO

Abstract

This paper looks at the importance of editorial merchandising today. Analyzing the concepts and applications in the audiovisual industry. Thus, in this work, we address the emergence of video clips and their movement in today's society, as well as briefly articulating how the pandemic has accelerated the digital process, where actions are no longer face-to-face but remote, and how this has changed the entertainment market. This work's methodological procedure is based on bibliographical and electronic research, using renowned authors to investigate the contexts of marketing and editorial merchandising, interposing books and articles that underpin the foundations of this theme. In this way, this work includes observational research, through an analysis of an audiovisual work, which is carried out in the music video Clima Quente (2020) by the singer Pabllo Vittar feat singer Jerry Smith, understanding the strong presence of editorial merchandising of the Coca Cola brand in the plot of the music video. Thus, we set out to problematize the following question: how major brands have been adapting to this new form of minimalist advertising and editorial merchandising, providing an analysis of the action of the Coca Cola brand in the music video Clima Quente (2020). To this end, the general objective of this study is to understand the editorial merchandising actions of the Coca Cola brand in the music video Clima Quente (2020). In view of achieving the general objective, we established the following specific objectives: to analyze and understand the merchandising actions in the Clima Quente (2020) music video; to observe how the brand executes the editorial merchandising action in the music video.