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Coca Cola Marketing Report Essay

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Coca Cola's mission statement is broad and impressive, including, "To refresh the world", "To inspire moments of optimism", and "To create value and make a difference". These goals are a big part of the company's marketing campaign, which includes memorable slogans like “I’d like to buy the world a Coke”, “Have a Coke and a Smile”, and the most recent “Open Happiness”. All of these campaigns express a broad theme in order to connect with people from all cultures and backgrounds. Coca Cola has always had a diverse marketing strategy that includes TV commercials, live events, and most recently internet advertising.

In early days, Coca Cola's marketing was primarily through print and radio. May 29, 1886, the first print advertisement for Coca-Cola appeared in The Atlanta Journal. In 1901 the model Hilda Clark was hired as the first official Coca Cola spokes person. She was featured in a calendar sitting at a table drinking a glass of Coca Cola. By the year 1917 " " became the world's most recognized trademark. The Coca-Cola Company sponsored its first radio program 1927, "Vivian, The Coca-Cola Girl." In 1939 a painting by Haddon Sundblom, featured Santa Clause merrily drinking a Coca Cola. This painting sparked plethora of successful advertisements featuring a holiday theme. As time passed radio marketing slowly transitioned into television marketing.

1950 was the year Coca Cola first aired on TV. It was labeled as an experiment, not as a replacement for its successful radio campaign. The idea was initiated with the sponsoring of a Thanksgiving Day special featuring Edgar Bergen and Charlie McCarthy in 1950. The experiment was promptly followed by sponsoring the premiere of Walt Disney's, One Hour in Wonderland, Christmas Da...


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... for company growth. Coca Cola encodes their advertisements in a way that conveys positivity across the world. In actuality, fact that 94% of the word recognizes the " " trademark is possibly their greatest testimonial of success.





Works Cited

Americana Persona. (2008, April 28). Coca Cola Advertising Through The Years. World Press, Retrieved from http://americanapersona.wordpress.com/2008/04/18/coca-cola-advertising-through-the-years

Mazzarella, William. “Very Bombay”: Contending with the Global in an Indian Advertising Agency. Cultural Anthropology, 18: 33–71. Web.

The Library of Congress, (2000). Highlights in the history of coca-cola television advertisingRetrieved from http://memory.loc.gov/ammem/ccmphtml/colahist.html

Tsai , C. (2010). The real thing: bottled happiness? Retrieved from http://www.jhu.edu/anthmedia/Projects/coke/Coke/index.htm


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