Brand Analysis
Anneliese Herbert
History
Market
Advertising
Future
Bibliography
History
* 1886 Established in Atlanta, USA. Sales averaged 9 drinks per day.
* 1893 Thousands of coupons for free glasses of Coke distributed.
* 1917 3 million Cokes sold per day.
* 1927 First Coke radio advert aired.
* 1931 ‘Coke Santa’ introduced as Christmas promotion.
* 1950 First Coke TV ad aired.
Coke inventor, John Stith.
* 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 $111,249.66 million in market value.
Asa Candler, purchased
Coke in 1888.
Market
• 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.
Past Campaigns
• 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.
http://www.youtube.com/watch?v=Q8H5263jCGg
Recent Campaigns
• A Christmas themed ad from the nineties was rereleased in 2008.
• 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.
http://www.youtube.com/watch?v=NTdVa7B3NHc
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.
http://www.youtube.com/watch?v=y3oZloYDL4g
Slogans & Celebrities
* 1886
* 1917
* 1929
* 1956
* 1986
* 1993
* 2000
* 2009
“Drink Coca-Cola.”
“Three million a day.”
“The pause that refreshes.”
“Sign of good taste.”
“Catch the Wave.”
“Always Coca-Cola.”
“Enjoy.”
“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.
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
• http://www.damninteresting.net/content/cosby_coke.jpg
• http://pro.corbis.com/images/BE051041.jpg?size=67&uid={F5A34388-FF7D-46F2-8254-7A2BDF0E534F}
• http://estb.msn.com/i/F2/9CAC67D7F01F80594421C231499E69.jpg
• http://media-files.gather.com/images/d475/d374/d744/d224/d96/f3/full.jpg
• http://farm2.static.flickr.com/1427/809875326_8694518cb0.jpg?v=0
• http://www.thecoca-colacompany.com
• http://www.geocities.com/jawo66/history.html
• http://www.youtube.com/watch?v=Q8H5263jCGg
• http://dieline.typepad.com/blog/images/m5.jpg
• http://www.youtube.com/watch?v=NTdVa7B3NHc
• http://www.youtube.com/watch?v=y3oZloYDL4g
• http://www.youtube.com/watch?v=cj_8J262FXo
• http://theformofmoney.blogharbor.com/CocaColaPoster.jpg