Coca-Cola succeeded in marketing by shifting from describing product features to creating emotional, lifestyle-based Pavlovian associations with happiness.

“You are going to want to have a Pavlovian association between your drink and happiness.”

The most effective part of Coca-Cola's advertising strategy was the creation of a unified, emotional lifestyle brand that linked the product to positive feelings like friendship.

“Coca-Cola isn't a carbonated, sweetened, soft drink with unique flavor manufactured by the Coca-Cola Company. Coca-Cola is happiness. Coca-Cola is friendship.”