Coca-Cola
How the marketing campaigns of CocaCola reflected the American society
throughout the decades.
Classic Commercial for Coca-Cola (1953)
The 50’s
60's Coke Commercial -
Everything's better
With Coke
The
60’s
Coca- Cola Commercial 1976 (featuring Gladys
Knight & the Pips).
It’s the real thing.
Coke.
The
70’s
The 80’s
Have a Coke and a
Smile!
Always Coca-Cola: An AD timeline. (2011). Advertising Age, 82(18), 8.
The central theme of this page is that of the history of marketing by the Coca-Cola Company. What is interesting about this
page, is that it details and explains how Coca-Cola was ahead of its time in the marketing industry. Coca-Cola used
politicians, celebrities, fashion, and current societal trends to sell its product to national and international consumers. CocaCola is a prime example of a company that used images and trends to keep the pace with American consumerism for the past
126 years.
Coca-Cola: Year By Year. (2011). Beverage World, 130(2), 20-90.
I found this journal article published in Beverage World to be quite entertaining. If you ever wondered why Coca-Cola took
off so quickly, and has stayed so trendy—moreover a household name—for over a century, this article is a must read. The
section I found of most interest was when the author likened the Coca-Cola Companies marketing scheme to that of drug
dealers. This simile was proffered based on Coca-Colas idea to give out coupons for a “free glass of Coca-Cola” so that
customers could get a taste, get hooked, and come back as paying customers; just like in the drug trade.
Haig, M. (2011). Brand Success : How the World's Top 100 Brands Thrive and Survive.
Kogan Page.
This book is quite the read for anyone who is curious about how successful companies rose to popularity within American
and international cultures. While this book does not explicitly focus on the Coca-Cola brand, it does provide some interesting
insights, and comical quips regarding the Coca-Cola companies disasters in foreign advertising debacles, failures with “New
Coke,” and other interesting analysis and juxtapositions between Coca-Cola and other soft-drink manufacturers.
Mueller, B. (1987). Reflections of culture: An analysis of Japanese and American advertising appeals. Journal of Advertising
Research, 27(3), 51-59.
In this journal article Muller focuses on the advertising methodologies applied by American and international advertising
companies. What I found to be most interesting while reading the article was some of the charges faced by international
marketing companies in regard to misguided and illegal practices perpetrated against societies in nations throughout the
world. Some of the charges include consumer manipulation, consumerism, and cultural imperialism; all from which we as
consumers unwittingly suffer.
Mycoke. (2011). Retrieved from http://www.mycoke.com
This source will take the user to an interactive website full of games, social media access, and creative videos created by the
Coca-Cola Company. While this site does not contain much research or informational content, it does provide a stimulating
visual example of Coca-Colas ability to keep up with current generations and further perpetuate American consumerism.
This perpetuation of consumerism is evident by links to “My Coke Rewards” which offers greater rewards to customers who
purchase more Coca-Cola product.
AdvertNation. (Producer). (2008). Coca cola 1970s. [Web Video]. Retrieved from
http://www.youtube.com/watch?v=RL1H6yTm66I
Griner, D. (2013). 21 ads that (almost) make you miss the '80s. Retrieved from
http://www.adweek.com/adfreak/21-ads-almost-make-you-miss-80s-130588
Karisma50. (Producer). (2009). Classic commercial for coca-cola (1953). [Web Video]. Retrieved from
http://www.youtube.com/watch?v=MbJTa3hITPc
Little Owl Ski, . (2011). Adverts from 1954. Word Press. Retrieved from
https://littleowlski.wordpress.com/tag/coca-cola/
Mariana, . (2010). Vintage ads. Retrieved from
http://oldadvertising.blogspot.com/2010/05/coca-cola-ad-1974.html
Oldcommercials101. (Producer). (2011). 60's coke commercial: Everything's better with coke. [Web Video]. Retrieved from
http://www.youtube.com/watch?v=CQWoztEPbP4
Reid, J. (Producer). (2007). Mean Joe Green superbowl ad – 1980. [Web Video]. Retrieved from
http://www.youtube.com/watch?v=Lc0izCGKxP8
The Interobang. (2012). 42 Coca Cola ads. Retrieved from
http://theinterrobang.com/2012/07/42-coca-cola-ads/
Thorpe, L. (2011, May 23). Coca-cola enterprises: Creating a water sustainable business. Retrieved from
http://www.guardian.co.uk/sustainable-business/best-practice-exchange/coca-cola-enterprises-water-sustainable