Medias for advertising ?
• Mass media Advertising
• Non media advertising
– Event promotion
1886 “Drink Coca-Cola”
1904 “Coca-Cola is a
• 2000 “Coca-Cola Enjoy”
1982 “The antidote for
civilization” – Coke
slogans for the past 100+
• 2009 “Open Happiness”
1986 –“Like a Rock”
(Inspired by the Bob Seger
song “Like a Rock”)
• 2011 “Life Begins Here”
• 1993 “Taste it all.”
• 1998 “Thirsty for life?
• 2001 “Life tastes good”
• 2010 “Twist The Cap To
The advertising messages.
The american way of life…
good and evil
• Happiness, peace, enjoy
The advertising messages
• Va l u e s o f s p o r t ( te a m s p i r i t , fa i r p l ay,
re s p e c t … )
• Sponsoring health activities
PePsi is the ‘official’ soft drink of the
Soviet Union in the 1970s.
COCA-COLA IN THE NEW
• Ideological fetish
The Coca-Cola Company entered
Russia in 1992, only one year after
the fall of the Soviet Union.
In 1994, the country's first Coca-Cola
plant opened in Moscow.
Today, the Coca-Cola System in
Russia owns and operates 15
bottling plants .
Represent the consumer within the act of
The focus from desire to identification.
Develop the illusion of a personal relationship
Coca cola kiosk, Moscow, 2010
Bus station, Moscow, 2010
Bus, Moscow, 2010
« Coca-Cola comes into your
He is not rich.
He almost never drinks cola at home.
Never in the morning, extremely rarely in the
afternoon, and sometimes in the evening in
front of the television set.
Coca-cola in China
Introduction: Coca-cola in China
Coca-cola communication strategy:
• Traditional Médias: television/ newspaper/ Magazine
• New medias: outdoor billboards/ internet
• POP (point of purchase) : logo/ brand stickers/
posters/ price tags/ Cold drink equipment labels/
Coca-cola communication strategy
• Sponsoring sports events:
Beijing Olympic Games
National Football team ( official drink)
Sponsoring social welfare activities: more
than 3000 millions RMB
Save the Yellow River program:
• Level 1: Wholesalers and retailers
* Price reduction/ discount
• Level 2: Sales persons: commission
• Level 3 : Consumers
Free tasting/ special price/ Adding volume/ Gifts/
Corporation with the supermarkets or other companies ( i.e. : IT)
Temporary promotion stands/ stages /quizes
Joint promotion: Internet games/ Tencent/ Lenovo
Global strategy : Youth:Energy and
fun, Sports spirit
Localization strategy : (cultural
• Brand traslation: 可口可乐 “tasty
• Celebrity effect of brand
• Advertisement creation: Chinese
•Local bottling plant
•200 ml bottle
•30 Kenyan shillings (37 cents)
• TV commercials
• Street furniture
• Point of sale Ad
• Special Offers (coupons)
• Event Promotion
• Local style (painted
Another way of advertising.
-adaptation to distribution
-branded rickshaw vans,
tricycles and pushcarts
Adaptation of the message
Global coca cola values: refresh, hapiness,etc
Football the sport n.1
Youth: dance sing play drink
Community life: children, women
How lucky are Africans to have such a caring
friend like Coca Cola, the continent's largest
employer with 65,000 employees.
Point of Sale
COPA Coca Cola
The Coca Cola