While it may be difficult to draw a direct link between Coca-Cola and psychoanalytic theory, there are some interesting connections between the two that can be explored.

One potential connection is the idea of desire and pleasure. Coca-Cola is a product marketed and sold based on the idea that consuming it will bring pleasure and enjoyment. Similarly, the psychoanalytic theory posits that human behaviour is motivated by unconscious desires and pleasure-seeking drives. In both cases, there is an emphasis on the idea that pleasure and desire are essential motivators for human behaviour.

Another potential connection is the concept of the unconscious. In psychoanalytic theory, the unconscious refers to the part of the mind that is not readily accessible to conscious awareness but can still influence behaviour and emotions. Similarly, Coca-Cola may tap into unconscious desires and associations that consumers have with the brand or the product.

Finally, there is the idea of the “Coca-Cola personality,” a concept developed by psychoanalyst Ernest Dichter in the 1950s. Dichter believed that the Coca-Cola brand was associated with a specific personality type, which he described as optimistic, outgoing, and energetic. This idea may reflect how Coca-Cola has been marketed and sold over the years, emphasising that consuming the product can make you feel more energetic and outgoing.

While the connections between Coca-Cola and psychoanalytic theory may be somewhat tenuous, some interesting parallels can be drawn between the two. Both emphasise the importance of desire, pleasure, and the unconscious in shaping human behaviour and experience.

By Ari Sotiriou M.A. psychodynamic psychotherapist co-founder Online Therapy Clinic