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The names on the coke bottles express affiliation because you have to find the right one. It is an incentive to buy it and share it with others.

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1920
There is a party and people are having fun, so others wish they were there.

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1938
The smiling and happiness is a feeling that the viewer wants to be able to relate to. This was near the age where cars became affordable and many people owned cars.

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1947
During an office lunch, it is always good to make your boss happy. The sharing of Coke brings them all together.

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1970
People are happy and smiling while enjoying a coke. People want to feel this way and have the same fun these people are having.

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2001
Referring to drinking a Coke as being in paradise at a beach party. People want to be a part of the image.

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2015
The desire to share a coke with friends, family, etc... gives the feeling that people should buy the product to feel connected with others around them.