Mad Men and Coke

I've never paid attention to Mad Men when it used to play on the television when I'm bored.  I've recently started watching it and it's pretty interesting. In the first season Don Draper said something that struck me he said 'advertising is based on happiness' and it is true, every ad relates to you and gives you a feel of the brand and that is how sales are generated.
For 20% of customers generate 80% of sales. That's the Pareto Principle.
Coca Cola does that with the happiness campaign. Not just that Coca Cola always comes back with better and better ad's every season.