Brand Analysis History Market Advertising Future Bibliography Anneliese Herbert

* 1886 Established in Atlanta, USA. Sales averaged 9 drinks per day. * 1893 Thousands of coupons for free glasses of Coke distributed. * million Cokes sold per day. * 1927 First Coke radio advert aired. * 1931 ‘Coke Santa’ introduced as Christmas promotion. * 1950 First Coke TV ad aired. * 1982 Diet Coke introduced. * 1985 New Coke formula introduced. Old formula brought back due to market share loss in 87 days. One consumer said they felt “a lost friend had returned home”. * 1993 Coke sales exceed 10 billion cases. * 2005 Coke Zero introduced. * 2007 The Coca Cola Company reaches $111, million in market value. History Coke inventor, John Stith. Asa Candler, purchased Coke in 1888.

Coke is identified as the world’s most inclusive brand. Their market ranges from young to old and from western to eastern societies. Their market has always been broad, including all ages and lifestyles. Despite Coke being a drink for everybody, advertising is aimed at one specific sector; teenagers to young adults. Coke is an unhealthy product so a sector that doesn’t take this factor into account, must be targeted. Young children consume what parents purchase, who wouldn’t consider Coke as first preference. This leaves the teenage to young adult sector, who have access to disposable income. There’s still no specific demographic Coke is produced for, but the release of ‘healthier ‘ products has accommodated societal changes. Recent campaigns have been upbeat, focussed on fun, togetherness, summer and friendship. The reason for success is they want EVERYONE to enjoy Coke, EVERYTIME, ANYWHERE. Market

In the 1970’s Coke focussed on bringing people together and showing that Coke can be consumed no matter who or where you are, with their “I’d Like to Buy the World a Coke” advert. The target audience, teenagers to young adults, is obvious from clothing, music and actors used. It included people from various countries singing on a hill, implying that Coke’s a drink for everybody and brings people together. This was achieved through the nostalgic music that featured Coke slogans at the time: “Id Like to Buy the World a Coke” and “It’s the Real Thing”. Whilst it induced feelings of happiness, the song was catchy, leaving viewers with the brand name in their head. Bright colours were consistent with fashions of the time. Actors were attractive which appealed to the audience, along with the theme of unity. Past Campaigns

Recent Campaigns A Christmas themed ad from the nineties was re- released in This ad was effective as it brought back nostalgic feelings of being together at Christmas. Christmas music, sequences of excitement and anticipation and bright colours triggers the audience to think about their Christmases. This ad used colours, animation techniques and music to create magic only present at Christmas and therefore when Coke is present. This would have largely been aimed at young children; something different for Coke. Children watching would associate the images of Santa, bright lights and colours and excitement of Christmas with Coke. Consequently children would harass mum and dad for a bottle when Coke was seen in shops- otherwise known as the ‘nag factor’. The slogan “Coke Side of Life” at the end describes that at life’s special events, Coke will always be there.

Recent Campaigns The most exciting and ‘out-there’ ad, introducing Coke Zero, was released in 2007, featuring young people drinking Coke and then behaving in crazy ways. Coke wanted the launch of their new product to be exciting and show that ‘Zero Sugar’ had the original taste and effect. Use of onomatopoeia (eg. “Za-Zang”) described the apparent effects of Coke in a creative way, never heard before. Use of sound effects, music and exciting imagery made it memorable and different to other ads. Coke theme colours were used in the background with the colour of the drink, subliminally reinforcing the product. The verbal sound effects were unusual, and the use of red, caught viewers’ attention. Camera shots used were quick and constantly changing and camera angles ranged from close-up to long distance, keeping the ad interesting. This ad was aimed at teenagers and young adults, who would have liked the creative nature of it, appreciated the trendy fashions worn and enjoyed the dancing, sound effects and young actors.

* 1886 “Drink Coca-Cola.” * 1917 “Three million a day.” * 1929 “The pause that refreshes.” * 1956 “Sign of good taste.” * 1986 “Catch the Wave.” * 1993 “Always Coca-Cola.” * 2000 “Enjoy.” * 2009 “Open Happiness.” * Kylie Minogue * Elton John * Aretha Franklin * Elle Macpherson * Whitney Houston * Ghostbuster's ghost * Tony Lockett * Bill Cosby (pictured ) Coke connects with their market by generating feelings of happiness, only achievable by drinking Coke. Reflected by their slogans and celebrity advertising. Celebrities used are all perceived to be credible sources, happy because they’re drinking Coke. The slogans create a sense of ‘togetherness’ or speak of the joy that comes from opening a Coke. If consumers associate these positive feelings with drinking Coke, they’re more likely to purchase it over other brands. Slogans & Celebrities

Future Trends Coke won’t want to decrease target audience size. The aim is to increase market share in China and Middle East and maintain market share they currently have. Coke will diversify into ‘healthier’ options, advertising in an appealing way to younger generations, creating effective competition. Healthier options may help win older market sectors. Coke’s campaigns will continue to improve. With the money available they can be frontrunners in technology and new ideas. Coke is one of the few companies without debt, enabling them to continue their competitions and promotions which contribute to sales. Focus will continue on themes of unity, fun, sharing, memories and summer; all winners in gaining market share. Continued development on variations of the original drink to keep consumers excited about opening a bottle of Coke.

Bibliography