Transcript of "Coca Cola - Ad strategy of ITS MINE Ad"
COCA- COLA: AnotherAdvertising HitSubmitted byAmitAnjuHimaBhavyaRohiniFebinManojSreekumarKeerthy ChandranParvathy VVishnu S Nair
• Coca cola a refreshing soft drink sold all over the world exceptcuba and north korea.• Produced in Atlanta, Georgia• Started on march 27, 1944• Originally intended as patent medicine in 19th century.• Asa griggs candler – marketing tactics made coke todominate in its field in the 20th century.• The company produces concentrate, then sold to licensedcoca cola bottlers.COCA COLA
• After getting the concentrate, the companies mix it withfiltered water and sweetners and fill it in cans.• Then the bottles are sold to the distributors.• Coca-cola enterprises, largest single coca-cola bottler in northamerica and western europe.• Company also sells concentrate for soda fountains.• The company has an ocassion, it introduced other cola drinksunder the brand name. for example : diet coke, coca-colacherry, coca-cola zero etc.
• The case is about the success of coca-cola ads andcampaigns.• In 1920-changed the advertising strategy-focusing on creatingbrand loyalty.• „The pause that refreshes‟ campaign slogan, famous SantaClause print ads, Hilltop campaign, Mean Joe Green ad arethe famous ads of 1929-1990.• At the beginning of the new millennium, coke lost itsadvertising hiss- outpointed competitor Pepsi.OVERVIEW
• Turned back to the Super Bowl ad for its 2008 campaign.• assigned Wieden + Kennedy the task of crafting a sixtysecond commercial.• Hal Curtis came up with a perfect idea for the ad.• “Its mine”- costed $2.3 million and double that to air, mostdifficult ad of Mr. Curtis, bad weather forced the project indoorto the Paramount Studios, post-shoot animation wasconsidered a third shoot, all added up to four months ofproduction and postproduction.• The ad was a success- communicated the desired messageof warm emotions that coca-cola passed on for decades.
• Received 350 blog posts while Pepsi had 250, top rated ad on the2008 gridiron matchup, won Silver Lion at the Cannes LionsFestival.• What really matters is whether or not the ad has the intended effecton consumers.• Every year since 2001, in the premier ranking of global brandsbased on monetary value by Interbrand, Coca-Cola has held the topspot.• The world’s most valuable brand.• Easy to make the connection between Coca-Cola’s brand value andmore than 100 years of stellar advertising.
The world has changed in many ways sincepharmacist, John Styth Pemberton first introducedthe refreshing taste of Coca-Cola in Atlanta, Georgia. However, the pure and simple magic of one thingremains the same - Coca-Cola. The name andthe product mean so many things to hundreds ofmillions of consumers around the globe. Coca-Colas are served more than 705 milliontimes every day, quenching the thirsts of consumersin more than 195 countries in every climate.
Advertising• Coca-Colas first advertisement appeared in1895, featuring the young Bostonian actress HildaClark as its spokeswoman.• 1941 saw the first use of the nickname "Coke" as anofficial trademark for the product, with a series ofadvertisements informing consumers that "Coke meansCoca-Cola".• Cokes advertising is pervasive, as one of Woodruffsstated goals was to ensure that everyone on Earth drankCoca-Cola as their preferred beverage.
• Some Coca-Cola television commercials between 1960 through 1986were written and produced by former Atlanta radio veteran DonNaylor during his career as a producer for the McCannErickson advertising agency.• Many of these early television commercials for Coca-Cola featuredmovie stars, sports heroes and popular singers.• The Coca-Cola Company purchased Columbia Pictures in 1982, andbegan inserting Coke-product images into many of its films. After afew early successes during Coca-Colas ownership, Columbia beganto under-perform, and the studio was sold to Sony in 1989.
• Coca-Cola successfully sells their product by producingcommercials for every category of audience. They canachieve this by placing commercials in magazines andnewspapers targeted at the intended audience.• Coca-Cola has been in existence and has commercializedfor much longer than most other companies so is able to usethe nostalgia value which helps sell a drink associated withyouth to people of older generations.• This is a big advantage for Coke because it means they cansell their drink to almost anyone.• However, it is possible that this can have a negativeeffect, because young people dont want to drink somethingold, so new up to date commercials need to be constantlyproduced.
AD HISTORY• For creating Brand loyalty Coca-Cola shifted its advertisingstrategy for first time in 1920‟s.• They began advertising soft drink as fun and refreshing.• Slogan in 1929 was – “The Pause that refreshes”.• This slogan remains number 2 among top 100 slogans of alltime.
• 1931-Another famous one is Coca-Cola Santa Clause PrintAds.• The modern Santa Clause we have seen now as a jolly oldman with a white beard in a red suite and hat is to someextend the result of Coke ads.• 1971- Coca- Cola‟s “Hilltop” campaign.• Lyrics were-”I‟d like to teach the world to sing, in perfectharmony. I‟d like to buy the world a Coke and keep itcompany”.
• The song was sung by a group of young people , perchedhigh on a hilltop each holding a hour glass shaped bottle ofCoke.• Within a month, they received more than 1 Lakh letters aboutthe ad.• Later, the song was released as pop music single.• 1990 – “Always Coca-Cola”- which shows sweet, dark, bubblybeverage and polar bears.
• These are only some highlighted strategies.• As the new millennium began, many considered that Cokehad lost its advertising sizzle.• The company was struggling to create new ads appealing theyoung and existing customers.• Their ads were routinely out pointed with Pepsi‟s arrival andthey needed some new advertising fizz.
• In the history of advertising, perhaps no other company hashad such a strong and continuous impact on society throughadvertising.• Not only have Coke‟s ads been successful at selling its softdrinks, but decade after decade Coca-Cola‟s ads andcampaigns have influenced our very culture by making theirway into the hearts and minds of consumers.
• Message execution style-Personality symbol– Santa Claus print ads-Jolly Santa…– Polar bears etc• Always presented as -delicious, exhilarating, refreshing andinvigorating.• Endorsement ads starting from 1900‟s• Presented as all season drink.• Happy and positiveCOCA COLA ADCOMMONALITIES
ANALYZING THE “IT’S MINE” ADBASED ON THE PROCESS OFCREATING AN ADVERTISINGMESSAGE AS OUTLINED IN THE TEXT.
ADVERTISING STRATEGY• Advertising strategy is the strategy by which the company accomplishesits advertising objectives and consists of:– Creating advertising messages– Selecting advertising media• An effective advertising message will help to:– Gain attention– Communicate well– Customer reach– Build target audience
PROCESSES IN CREATING ANADVERTISING MESSAGEMessageStrategyCreativeConceptMessageexecution• Message strategy General message to be communicated to the consumers• Creative Concept Idea that would bring the message strategy to life usingseveral creative appeals• Message Execution Process of turning the Big Idea into an actual ad –capturing the target market‟s attention
It’s Mine ad – content• Coca Cola It‟s Mine was developedat Wieden+Kennedy for the super bowl• A new angle to life on the Coke Side of Life.• “It‟s Mine” is a combination live action and computergenerated spot set during the famous Macy‟sThanksgiving Day Parade.• A giant Coca-Cola contour bottle balloon joins theparade
• A good-natured tussle ensues among the skyscrapers of NewYork as several well-known character balloons(Underdog and Stewie Griffin from Family Guy) vie for thefloating Coke.• In the end, the surprise victor shows that even a perennialunderdog can triumph on „The Coke Side of Life‟
It‟s Mine ad – Ideas usedLifestylePersonality symbolMood orimageMusical
• FOCUS ON CONSUMER BEHAVIOUR• CREATE PLANS THAT REFLECT PURCHASEPROCESS• INFLUENCE CUSTOMER IN THE MARKET PLACEMEDIA PLANNING
“ITS MINE AD”• TV ad, “It‟s Mine”, during the Super Bowl, showing anew angle to life on the Coke side of life• “It‟s Mine” is a combination live action and computergenerated spot set during the famous Macy‟s ThanksgivingDay Parade.• Challenge» Reaching all age groups» Cost incurred
• The medias possible for this ad» Television» Internet» Magazine» Newspaper» Direct mails• The attractiveness of the ad is in theanimation» A stationary picture wont have much effect(Magazines, Newspapers)» Knowledge about the cartoon characters to relate to thead» Direct mail should be self explanatory (detailedexplanation regarding what the company want toconvey through the ad)
• Target market : EVERYONE• Universal value that appeal to everyone• Huge cost incurred• Maximum use of all type of media• 1318072 views in you tube• 350 Blog posts• Top ad among those aired on 2008 gridiron match upDIFFERENCE FROM OTHERCAMPAIGNS
FACTORS THAT CHANGEDROLE OF MEDIA• INTEGRATED MARKET COMMUNICATIONS – MORETHAN MASS ADVERTISING NOW• COST FACTORS• GLOBALISATION• COMPLEXITY OF MEDIA FUNCTION
Effectiveness of “its mine” advertisement can be measured byevaluatingI. Communication effects.II. Return on advertising investment.COCA-COLA MEASURING THEEFFECTIVENESS OF THE “IT’SMINE” AD…
Communication effect-1. Whether the ads and media are communicating the admessage well.2. Consumer recall3. Product awareness4. Knowledge and preference
Return on advertising investment-1. Change in the sales figure.2. Revenue figure.However sales and profit are measured by many otherfactors:1. Product features2. Price3. Availability
Coke might also like to measure:1. Whether the advertising objective is fulfilled or not?2. Its mine- a mouth buzz or not?3. Impact on the rivals.4. Views of advertising pundits.