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Management of happiness, production of affects and the spirit of capitalism: international narratives of transformation from Coca-Cola brand

ABSTRACT In this article, we aim to understand how the management of happiness, common good and cooperative work in the communication strategies of Coca-Cola is representative of transformations within the corporate’s culture, in their conception of sustainability, inserted in the spirit of the time related to affective capitalism. We analyse discourses – based on critical discourse analysis – that build the rhetoric of consumption of the brand, through commercials of the ‘Coca-Cola every bottle has a story’ global campaign. The imagery that results from Coca-Cola’s rhetoric in this path is based on the salvation by works, of a leadership position for a new world, guided by entrepreneurial autonomy, happiness, common good and cooperative work.