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...
... middle of paper ...
... 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
1950’s were know as the Golden Age for Coke advertising. During this era the first African American was on a Coke ad. Different sized bottles were also a new this during this time because of Pepsi becoming more popular.
Coca- Cola has always been popular with America and in the 1950s; it became the main soda to drink during the 1950s and also the golden age for the product. One glass of Coca- Cola was only five cents. The soda was a symbol of social status. If you wanted to be refreshed and satisfied, then you have to drink Coca- Cola. Celebrities, actors, athletes, workers, kids and even Santa Claus had to have Coca- Cola in their hand. With the boom of television in households, Coca-Cola became more popular because of the advertisements contain relaxing and being comfortable with the soda in their hand. It became so appealing that Time’s Magazine stated that, “It is simpler, sharper evidence than the Marshall Plan, or a voice ...
Founded in 1886 in Atlanta, Coca-Cola has been serving its world-known beverage for around 125 years. There have been various
Goodrum, Charles and Dalrymple, Helen, Advertising in America: The First 200 Years. (New York: Harry N. Abrams, Inc., Publishers, 1990). 37.
As most commercials from Coca-Cola have been in the past, the audience can only infer that the commercial will be a pathos driven advertisement. This inference can be made by the fact that Coca-Cola wants the audience to feel as though the beverage would bring them happiness. This rhetorical device is used so that the company can hide the knowing fact that Coke is not exactly healthy for consumers. Advertisers want to leave behind a feeling of refreshment and happiness, not a
Pemberton's partner suggested the name "Coca-cola" and penned the now-famous trademark in his unique, flowing script. Averages of nine drinks were sold per day after the advertisement. Pemberton died in 1886 and Asa Candler began to purchase the outstanding shares of Coca-Cola. In 1893, Coca-Cola was registered in the United States and then further investment was put it to expand the business.
Coca-Cola was formulated by John S.Pemberton, originally as a cocawine called Pemberton's French Wine Coca, and originally sold as a patent medicine for five cents a glass at soda fountains, which were popular in America due to a contemporary view that soda water was good for your health. Coca-Cola is the trademarked name, registered in 1893, for a popular soft drink sold in stores, restaurants and vending machines around the world.
On another note, the ads main medium was the scenery of people along with audio stimulation of different dialects. This set the perfect setting of freedom to get across its core message, which was the Coca-Cola brand. The presentation of the ad was easy and personable, but yet controversial because of the inclusion of diversity among the ad. Using this tactic aided the ad to be memorable and not
During the 19th and 20th century, America –mostly white collar, middle class Americans- saw a great increase in salaries and a huge rise in mass production which paved the way for the modern American consumerism which we know today. The advertising scene saw a dramatic boost during that period and tried to latch on to this growing pool of emerging consumers. Although only limited to print, advertising during this pivotal period showed panache and reflected American society
Coca-Cola was invented in 1886 by John Pemberton in Atlanta, and Pemberton wanted to invent something that would bring him commercial success (Martin.). Ever since then, Coca-Cola has been a globally recognized merchandise. The “Coca-Cola Iconic Santa Claus “Ad is one of several ways by which the Coca-Cola Company shows how much happiness the beverage can bring to people of all ages. It was first aired in the 1930s (Sundblom), and it has been around since then. Looking at fig. 1. “Coca-Cola Iconic Santa Claus”, those smiles on the faces of the baby and the Santa Claus obviously show that the advertisement is directed towards everyone during Christmas. This Ad used credibility and emotional strategies to appeal to the audience.
"Over a century of sweet tasting beverages with family and friends." The positioning statement of Coca-Cola needs to project the image in the minds of their existing consumers, as well as potential new consumers, the history of Coca-Cola being a competing global brand in the beverage industry and the association of the brand with fun themes such as social events, parties, family activities, etc. According to Kotler and Keller (2016), positioning "is the act of designing a company 's offering and image to occupy a distinctive place in the minds of the target market." There are factors that must be taken into account to produce an effective positioning statement that will attract the attention of the targeted market segment:
Without a doubt, no beverage company compares to Coca-Cola’s social popularity or brand notoriety. Some people buy coke, not only because of its taste, but because it is also the most socially accepted brand. Another strength that is very important to Coca-Cola is customer loyalty. For instance, in a household where parents are avid Coke drinkers, this will be passed down to their children. Customers will continuously but Coke.
As the world 's largest manufacturer and distributor of non-alcoholic beverages, Coca-Cola is certainly no stranger to global marketing. Established in the US, Coca-Cola initiated its global expansion in 1919 and now markets to more than 200 countries worldwide. It is one of the most recognizable brands on the planet and also owns a large portfolio of other soft drink brands including Schweppes, Oasis, 5 alive, Kea Oar, Fanta, Lilt, Dr Pepper, Sprite and PowerAde. Despite this, Coca-Cola often struggles to maintain its market share over its main rival PepsiCo in some overseas markets, particularly Asian countries.
Do you take time to read about a product, or do your eyes quickly scheme through the ads? In the 1880s campaigns consisted of long texts, no colors, and few pictures, in the other hand, one can observe that today marketing companies tend to opt for more colors and visuals instead. Why so? By looking into two Coca Cola ads this essay will explore the reader, culture and text, and attempt to superficially understand the society of the time period they are inserted in, given the techniques and technologies used. These two Coca Cola advertisement campaigns clearly reveal the sociological evolution from the 1880s to the 2000s that led to the removal of long texts from advertisements, using logos, colors and images; the ad suggests the idea that
Coca - Cola : Claims, Values and Polices Coca-Cola is a well-known and cherished brand name. When people think of this name, memories tend to overflow in their heads. Why do you need to be a member? Because, not only does Coke taste great and refresh your own personal memories, it also fills you with memories of the Coca-Cola like "Always Coca-Cola", the antics of the Coke polar bears, and all of the different ads that have represented Coke over the years. Just about every ad you see, as a consumer, has tons of hidden meanings.