Open happiness


Published on


  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Open happiness

  1. 1. Open Happiness and Enjoy Lifes SimplePleasures With Coca-Cola Corporate, January 21, 2009 New Global Integrated Marketing Campaign for Coca-Cola Embraces Positive Outlook in Evolution of Award-Winning "Coke Side of Life" Campaign To Launch in U.S. Tonight on "American Idol" And Worldwide Over Next Few WeeksAtlanta - Building on the award-winning "Coke Side of Life" campaign, The Coca-ColaCompany today invites the billions of people around the world who love to pause and refreshthemselves with a Coke to "Open Happiness" and continue to enjoy one of lifes simplepleasures. That is the central message for "Open Happiness" -- Coca-Colas new globalintegrated marketing campaign that launches in the U.S. this week.Open Happiness will serve as the platform for all integrated marketing for brand Coca-Colaglobally. The first televised spots will break tonight on "American Idol" on FOX in the U.S.,with more to air in the following weeks, including during the broadcasts of the Super Bowlon NBC and the Academy Awards on ABC. The fully integrated campaign -- including newpoint of sale, promotions, outdoor and print advertising, digital and music components andmore -- will roll out throughout the first half of 2009 in markets around the world."Throughout its history, Coca-Cola has always tried to express a refreshingly positive view ofthe world," said Joe Tripodi, chief marketing and commercial leadership officer, The Coca-Cola Company. "Open Happiness builds on that heritage, recognizing that even with thedifficulties and stress of modern-day life there still are opportunities, every day, to find amoment to recognize lifes simple pleasures. This new campaign reminds people that Coke isalways there to offer that small moment of fun and refreshment when you need it."Open Happiness is an evolution of the Coke Side of Life, a campaign that featured award-winning commercials such as "Video Game," "Happiness Factory," and "Its Mine" and wasused as the primary marketing platform in nearly every one of the more than 200 countriesaround the world where Coca-Cola is sold. The new campaign will continue to invite peopleto bring positivity, optimism and fun into their lives through engaging creative and anupdated message. The campaign also was developed to provide a clear role for Coca-Cola, setting the stage for a rich in-store and shopper experience."Open Happiness is designed to work at every level -- from national advertising all the waydown to coolers and store shelves, with a clear call to action at the point of purchase,"continued Tripodi. "The combination of inspirational marketing and in-store execution incollaboration with our bottling partners worldwide will ensure we continue to reinvigorate thesparkling category."The campaign will break first in the U.S. with print ads and new television commercialsairing this week. Outdoor advertising and in-store executions will appear by the end of the
  2. 2. month. Music will also play a central role in the new campaign beginning with a new musictrack featured in one of the ads that will be released as a single. The music is a collaborationfeaturing the combined talents of Gnarls Barkleys Cee-Lo, Patrick Stump from Fall Out Boy,Brendon Urie from Panic at the Disco, Travis McCoy from Gym Class Heroes and Grammy-nominated Janelle Monae and produced by Polow Da Don and Butch Walker."Central to Open Happiness is the simple notion of enjoying an ice-cold Coca-Cola andtaking a small break from the day to connect with others," said Katie Bayne, chief marketingofficer, Coca-Cola North America. "With this new campaign, thats exactly what wereinviting people to do more often -- open a Coke and share a little happiness."In addition to the Open Happiness campaign, the entire Coca-Cola Trademark in NorthAmerica will have significant advertising and marketing support. Two new Coke Zero adsdebuted on the premiere of American Idol last week and later this month, the successful DietCoke Red Dress program, in conjunction with The Heart Truth, will begin its second year.Coca-Cola will also have new advertising under the "Open Happiness" theme in celebrationof Black History Month. Visitors to will be able to preview the twonew Coca-Cola spots that will air during the broadcast of the Super Bowl on NBC.The global campaign was developed in partnership with Wieden + Kennedy, the globalagency for brand Coca-Cola since 2006.About The Coca-Cola CompanyThe Coca-Cola Company is the worlds largest beverage company, refreshing consumers withmore than 450 sparkling and still brands. Along with Coca-Cola®, recognized as the worldsmost valuable brand, the Companys portfolio includes 12 other billion dollar brands,including Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero®, vitaminwater, POWERADE®,Minute Maid® and Georgia® Coffee. Globally, we are the No. 1 provider of sparklingbeverages, juices and juice drinks and ready-to-drink teas and coffees. Through the worldslargest beverage distribution system, consumers in more than 200 countries enjoy theCompanys beverages at a rate of 1.5 billion servings a day. With an enduring commitment tobuilding sustainable communities, our Company is focused on initiatives that protect theenvironment, conserve resources and enhance the economic development of the communitieswhere we operate. For more information about our Company, please visit our Web site NOTE: Downloadable images from the new campaign as well as viewing filesof the television commercials are available in the Press Center at ###
  3. 3. India "Thanda matlab Coca-Cola!" ("Cold means Coca-Cola!") (2000s) [2] "Pio sar utha ke" ("Drink with pride") "Jo chaho ho jaye, Coca-Cola enjoy!" ("Whatever you wish will come true, enjoy Coca-Cola!") "Burrrrrrrrr" ("Refreshment" )(2011)Sar utha ke piyo....The new Coke AdWell, we thought we had seen it all, people using humor, subtle use of brand colors, associating abrand with a feeling-like victory, Joy and what not- but coke has come up with a new ad that playson the "pride" Factor. Associates the manner in which a person would drink coke (with their headsup), with pride. Its a wonderful and innovative ad, creativity to move away from clichesCoca Cola Piyo Sar Utha Ke commercial Reviewsfirst reviewed by Paulomi79Sort Reviews By : o Reviews: 2 Blogs: 0  Send Gifts  Send Message  Trust this member o Read 1269 times Comments (1) great show for coke and aamir kamalrnair | Oct 18, 2005 05:20 PM Members Rating: 5Coca Cola Piyo Sar Utha Ke commercial  Camera Effects:  Concept:  Execution:  Model Choice:
  4. 4.  Model Performance:  Jingle: it is again Aamir trying things innovative.the coke ad is really contemporary and cool.and the new tagline it is great,simple,every layman could relate the tagline and the whole ad is optimistic and spreads a positive vibe for the people.The tag is again Aamir trying things innovative.the coke ad is really contemporary and cool.and the newtagline it is great,simple,every layman could relate the tagline and the whole ad is optimistic andspreads a positive vibe for the people.The tag line ’Piyo Sar Utha Ke’ suits well for the softdrink plusthe execution of the 45 second ad is simply great with equal importance for all the elements in thead. the photography is nice,the music is really suiting the mood of the ad and the modulation shift ofAamir’s voice is well recorded.Coke continuing Aamir as their brand ambassador has given themwhat they wanted.The coke for all seasons is very much related as Aamir for all seasons even if heacts very few movies, or even his mangal pandey din’t do great business , the bottom line iswhenever he comes in an ad or a movie we have huge expectations from him.The coke series of ad’swith him has been successful for him and also for the company.on the whole the perfection tag isnot only with aamir but on all the deparments of the Ad.Coca Cola India Shadow CampaignCoca-ColaFrom Wikipedia, the free encyclopediaJump to: navigation, searchThis article is about the beverage. For its manufacturer, see The Coca-Cola Company."Coca-Cola Classic" redirects here. For the NCAA football game, see Coca-Cola Classic (collegefootball). Coca-ColaType Soft drink
  5. 5. Manufacturer The Coca-Cola CompanyCountry of origin United StatesIntroduced 1886Color Caramel E-150d Cola, Cola Cherry, Cola Vanilla, Cola Green Tea, Cola Lemon, Cola LemonFlavor Lime, Cola Lime, Cola Orange and Cola Raspberry.Variants See Brand portfolio section below Pepsi RC Cola Cola Turka Zam Zam Cola Mecca-Cola Virgin ColaRelated products Parsi Cola Qibla Cola Evoca Cola Corsica Cola Breizh Cola Afri ColaWebsite
  6. 6. The Las Vegas Strip World of Coca-Cola museum in 2003Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines inmore than 200 countries.[1] It is produced by The Coca-Cola Company of Atlanta, Georgia,and is often referred to simply as Coke (a registered trademark of The Coca-Cola Companyin the United States since March 27, 1944). Originally intended as a patent medicine when itwas invented in the late 19th century by John Pemberton, Coca-Cola was bought out bybusinessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of theworld soft-drink market throughout the 20th century.The company produces concentrate, which is then sold to licensed Coca-Cola bottlersthroughout the world. The bottlers, who hold territorially exclusive contracts with thecompany, produce finished product in cans and bottles from the concentrate in combinationwith filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola to retail stores and vending machines. Such bottlers include Coca-Cola Enterprises,which is the largest single Coca-Cola bottler in North America and western Europe. TheCoca-Cola Company also sells concentrate for soda fountains to major restaurants and foodservice distributors.The Coca-Cola Company has, on occasion, introduced other cola drinks under the Cokebrand name. The most common of these is Diet Coke, with others including Caffeine-FreeCoca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla,and special versions with lemon, lime or coffee.Based on Interbrands best global brand 2011, Coca-Cola was the worlds most valuablebrand.[2]
  7. 7. Contents 1 History o 1.1 19th century historical origins o 1.2 20th century landmarks o 1.3 New Coke o 1.4 21st century 2 Use of stimulants in formula o 2.1 Coca – cocaine o 2.2 Kola nuts – caffeine 3 Production o 3.1 Ingredients o 3.2 Formula of natural flavorings o 3.3 Franchised production model 4 Brand portfolio o 4.1 Logo design o 4.2 Contour bottle design o 4.3 Designer bottles 5 Competitors 6 Advertising o 6.1 Holiday campaigns o 6.2 Sports sponsorship o 6.3 In mass media 7 Health effects 8 Criticism 9 Use as political and corporate symbol 10 References 11 See also 12 External linksHistory19th century historical originsCoca-Cola founders Asa G. Candler and Dr. John S. Pemberton are seen together at Asa G. Candler &Co. pharmacy, 47 Peachtree St., Atlanta in the only extant albumen photograph from 1888. Alsoshown is the biography of Candler written by his son, Charles Howard Candler.
  8. 8. Old German Coca-Cola bottle openerBelieved to be the first coupon ever, this ticket for a free glass of Coca-Cola was first distributed in1888 to help promote the drink. By 1913, the company had redeemed 8.5 million tickets.[3]This Coca-Cola advertisement from 1943 is still displayed in the small city of Minden, Louisiana.The prototype Coca-Cola recipe was formulated at the Eagle Drug and Chemical Company, adrugstore in Columbus, Georgia, by John Pemberton, originally as a coca wine calledPembertons French Wine Coca.[4][5][6] He may have been inspired by the formidable successof Vin Mariani, a European coca wine.[7]In 1886, when Atlanta and Fulton County passed prohibition legislation, Pembertonresponded by developing Coca-Cola, essentially a nonalcoholic version of French WineCoca.[8] The first sales were at Jacobs Pharmacy in Atlanta, Georgia, on May 8, 1886.[9] Itwas initially sold as a patent medicine for five cents[10] a glass at soda fountains, which werepopular in the United States at the time due to the belief that carbonated water was good forthe health.[11] Pemberton claimed Coca-Cola cured many diseases, including morphine
  9. 9. addiction, dyspepsia, neurasthenia, headache, and impotence. Pemberton ran the firstadvertisement for the beverage on May 29 of the same year in the Atlanta Journal.[12]By 1888, three versions of Coca-Cola – sold by three separate businesses – were on themarket. A copartnership had been formed on January 14, 1888 between Pemberton and fourAtlanta businessmen: J.C. Mayfield, A.O. Murphey; C.O. Mullahy and E.H. Bloodworth. Notcodified by any signed document, a verbal statement given by Asa Candler years laterasserted under testimony that he had acquired a stake in Pembertons company as early as1887.[13]Asa Candler, however, eventually took on a more formal position by being part of the Coca-Cola Company incorporation filed in the Fulton County Superior Court on March 24, 1888.This action included Charley Pemberton and Woolfolk Walker, along with the latters sister,Margaret Dozier. The four made up the original shareholders for "Coca-Cola Company," aGeorgia corporation. All parties held copies of the Coca-Cola recipe and could continue touse the formula separate of each other.Pemberton, though, had declared that the name "Coca-Cola" belonged solely to his sonCharley. The situation was quite agitating to both Candler and Walker, and quickly placed thetwo at odds with Charley Pemberton. What further caused friction over this issue was thatJohn Pemberton variously forgot he had actually signed over the sole rights to the "Coca-Cola" name to his son Charley earlier. Pembertons ongoing health problems, compounded byhis morphine addiction brought about from his old Civil War injury, made the situationdifficult.Charley Pembertons record of control over the "Coca-Cola" name was the underlying factorthat allowed for him to participate as a major shareholder in the March 1888 Coca-ColaCompany incorporation filing made in his fathers place. [14] More so for Candler especially,Charleys position holding exclusive control over the "Coca Cola" name continued to be athorn in his side.Asa Candlers oldest son, Charles Howard Candler, authored a book in 1950 published byEmory University. In this definitive biography about his father, Candler specifically states:"..., on April 14, 1888, the young druggist [Asa Griggs Candler] purchased a one-thirdinterest in the formula of an almost completely unknown proprietary elixir known as Coca-Cola."[15]The deal was actually between John Pembertons son Charley and Walker, Candler & Co. -with John Pemberton acting as cosigner for his son. For $50 down and $500 in 30 days,Walker, Candler & Co. obtained all of the one-third interest in the Coca-Cola Company thatCharley held, all while Charley still held on to the name. After the April 14th deal, on April17, 1888, one-half of the Walker/Dozier interest shares were acquired by Candler for anadditional $750.[16]Charles Howard Candlers statement that April 14, 1888 was the date his father secured a"one-third interest in the formula" held by Charley Pemberton for the then obscure Coca-Colaelixir, none-the-less confirms this event was a major turning point for Asa Candler and hisinterests in Coca-Cola. This, too, was a most auspicious occasion that Asa Candler wouldhave especially wanted to preserve in an official photograph. By this time the "Coca-Cola"syrup-making apparatus had already been moved from Joe Jacobs pharmacy to the basement
  10. 10. of Candlers larger 47 Peachtree Street location, where the drinks ever increasing syrup-bottling demands could be better handled.In 1910, Asa Candler had ordered all corporate documents pertaining to the first Coca-ColaCompany burned.[17] The original 1888 photograph shows the very beginnings of the CocaCola Company, and formerly was the personal property of Asa Griggs Candler.In 1914, Margaret Dozier, as co-owner of the original Coca-Cola Company in 1888, brazenlycame forward to claim her signature on the 1888 Coca-Cola Company bill of sale had beenforged. Subsequent analysis of certain similar transfer documents had also indicated JohnPembertons signature was most likely a forgery, as well, which some accounts claim wasprecipitated by his son Charley.[18]In 1892, Candler set out to incorporate a second company; "The Coca-Cola Company" (thecurrent corporation). However, in 1910, Candler had the earliest records of the "Coca-ColaCompany" burned. This was claimed to have been made during a move to new corporationoffices around this time.[19]The loss of the early corporate records further obscured the 1888 corporations legal origins.Only one sole original "ASA G. CANDLER & CO." photograph from 1888 remains, and thatexample Candler at one time kept at his private home outside of Atlanta.After Candler had gained a better foothold of Coca-Cola in April 1888, he never-the-less wasforced to sell the beverage he produced with the recipe he had under the names "Yum Yum"and "Koke". This was while Charley Pemberton was selling the elixir, although a crudermixture, under the name "Coca-Cola", all with his fathers blessing. After both names failedto catch on for Candler, by the summer of 1888, the Atlanta pharmacist was quite anxious toestablish a firmer legal claim to Coca-Cola, and hoped he could force his two competitors,Walker and Dozier, completely out of the business, as well.[20]When Dr. John Stith Pemberton suddenly died on August 16, 1888, Asa G. Candler nowsought to move swiftly forward to attain his vision of taking full control of the whole Coca-Cola operation.Charley Pemberton, an alcoholic, was the one obstacle who unnerved Asa Candler more thananyone else. Candler is said to have quickly maneuvered to purchase the exclusive rights tothe name "Coca-Cola" from Pembertons son Charley right after Dr. Pembertons death. Oneof several stories was that Candler bought the title to the name from Charleys mother for$300; approaching her at Dr. Pembertons funeral. Eventually, Charley Pemberton was foundon June 23, 1894, unconscious, with a stick of opium by his side. Ten days later, Charley diedat Atlantas Grady Hospital at the age of 40.[21]In Charles Howard Candlers 1950 book about his father, he stated: "On August 30th {1888},he {Asa Candler} became sole proprietor of Cola-Cola, a fact which was stated onletterheads, invoice blanks and advertising copy."[22]With this action on August 30, 1888, Candlers sole control became technically all true.Candler had negotiated with Margaret Dozier and her brother Woolfolk Walker a fullpayment amounting to $1,000, which all agreed Candler could pay off with a series of notesover a specified time span. By May 1, 1889, Candler was now claiming full ownership of the
  11. 11. Coca-Cola beverage, with a total investment outlay by Candler for the drink enterprise overthe years amounting to $2,300.[23]Coca-Cola was sold in bottles for the first time on March 12, 1894. The first outdoor walladvertisement was painted in the same year, in Cartersville, Georgia.[24]The first bottling of Coca-Cola occurred in Vicksburg, Mississippi, at the Biedenharn CandyCompany in 1891. Its proprietor was Joseph A. Biedenharn. The original bottles wereBiedenharn bottles, very different from the much later hobble-skirt design now so familiar.Asa Candler was tentative about bottling the drink, but two entrepreneurs from Chattanooga,Tennessee, Benjamin F. Thomas and Joseph B. Whitehead, proposed the idea and were sopersuasive that Candler signed a contract giving them control of the procedure for only onedollar. Candler never collected his dollar, but in 1899, Chattanooga became the site of thefirst Coca-Cola bottling company.[25] The loosely termed contract proved to be problematicfor the company for decades to come. Legal matters were not helped by the decision of thebottlers to subcontract to other companies, effectively becoming parent bottlers.[26]Coke concentrate, or Coke syrup, was and is sold separately at pharmacies in smallquantities, as an over-the-counter remedy for nausea or mildly upset stomach.20th century landmarksBy the time of its 50th anniversary, the soft drink had reached the status of a national icon inthe USA. In 1935, it was certified kosher by Atlanta Rabbi Tobias Geffen, after the companymade minor changes in the sourcing of some ingredients.[27]Original framed Coca-Cola artists drawn graphic presented by The Coca-Cola Company on July 12,1944 to Charles Howard Candler on the occasion of Coca-Colas "1 Billionth Gallon of Coca-ColaSyrup."
  12. 12. Legended to be the first installation anywhere of the celebrated "Boat Motor" styled Coca-Cola sodadispenser, Fleemans Pharmacy, Atlanta, Georgia. Photograph circa 1948.The longest running commercial Coca-Cola soda fountain anywhere was Atlantas FleemansPharmacy, which first opened its doors in 1914.[28]Jack Fleeman took over the pharmacyfrom his father and ran it till 1995; closing it after 81 years.[29]On July 12, 1944, the one-billionth gallon of Coca-Cola syrup was manufactured by TheCoca-Cola Company.Cans of Coke first appeared in 1955.[30]New CokeMain article: New CokeCoca-Cola sign in Colorado City, TexasOn April 23, 1985, Coca-Cola, amid much publicity, attempted to change the formula of thedrink with "New Coke". Follow-up taste tests revealed most consumers preferred the taste ofNew Coke to both Coke and Pepsi, but Coca-Cola management was unprepared for thepublics nostalgia for the old drink, leading to a backlash. The company gave in to protestsand returned to a variation of the old formula, under the name Coca-Cola Classic, on July 10,1985.
  13. 13. 21st centuryOn July 5, 2005, it was revealed that Coca-Cola would resume operations in Iraq for the firsttime since the Arab League boycotted the company in 1968.[31]In April 2007, in Canada, the name "Coca-Cola Classic" was changed back to "Coca-Cola".The word "Classic" was removed because "New Coke" was no longer in production,eliminating the need to differentiate between the two.[32] The formula remained unchanged.In January 2009, Coca-Cola stopped printing the word "Classic" on the labels of 16-US-fluid-ounce (470 ml) bottles sold in parts of the southeastern United States.[33] The change is partof a larger strategy to rejuvenate the products image.[33] The word "Classic" was removedfrom all Coca-Cola products by 2011.In November 2009, due to a dispute over wholesale prices of Coca-Cola products, Costcostopped restocking its shelves with Coke and Diet Coke. However, some Costco locations(such as the ones in Tucson, Arizona), sell imported Coca-Cola from Mexico.[34]Coca-Cola introduced the 7.5-ounce mini-can in 2009, and on September 22, 2011, thecompany announced price reductions, asking retailers to sell eight-packs for $2.99. That sameday, Coca-Cola announced the 12.5-ounce bottle, to sell for 89 cents. A 16-ounce bottle hassold well at 99 cents since being re-introduced, but the price was going up to $1.19.[35]In 2012, Coca-Cola would resume business in Burma after 60 years of absence due to U.S.-imposed investment sanctions against the country.[36] Coca-Cola with its partners is to investUSD 5 billion in its operations in India by 2020.[37]Use of stimulants in formulaWhen launched, Coca-Colas two key ingredients were cocaine and caffeine. The cocaine wasderived from the coca leaf and the caffeine from kola nut, leading to the name Coca-Cola (the"K" in Kola was replaced with a "C" for marketing purposes).[38][39]Coca – cocainePemberton called for five ounces of coca leaf per gallon of syrup, a significant dose; in 1891,Candler claimed his formula (altered extensively from Pembertons original) contained only atenth of this amount. Coca-Cola once contained an estimated nine milligrams of cocaine perglass. In 1903, it was removed.[40]After 1904, instead of using fresh leaves, Coca-Cola started using "spent" leaves – theleftovers of the cocaine-extraction process with trace levels of cocaine.[41] Coca-Cola nowuses a cocaine-free coca leaf extract prepared at a Stepan Company plant in Maywood, NewJersey.In the United States, the Stepan Company is the only manufacturing plant authorized by theFederal Government to import and process the coca plant,[42] which it obtains mainly fromPeru and, to a lesser extent, Bolivia. Besides producing the coca flavoring agent for Coca-Cola, the Stepan Company extracts cocaine from the coca leaves, which it sells to
  14. 14. Mallinckrodt, a St. Louis, Missouri pharmaceutical manufacturer that is the only company inthe United States licensed to purify cocaine for medicinal use.[43]Kola nuts – caffeineKola nuts act as a flavoring and the source of caffeine in Coca-Cola. In Britain, for example,the ingredient label states "Flavourings (Including Caffeine)."[44] Kola nuts contain about 2.0to 3.5% caffeine, are of bitter flavor and are commonly used in cola soft drinks. In 1911, theU.S. government initiated United States v. Forty Barrels and Twenty Kegs of Coca-Cola,hoping to force Coca-Cola to remove caffeine from its formula. The case was decided infavor of Coca-Cola. Subsequently, in 1912, the U.S. Pure Food and Drug Act was amended,adding caffeine to the list of "habit-forming" and "deleterious" substances which must belisted on a products label.Coca-Cola contains 34 mg of caffeine per 12 fluid ounces (9.8 mg per 100 ml).[45]ProductionCoca-Cola 375 mL cans – 24 pack (AU)Ingredients Carbonated water Sugar (sucrose or high-fructose corn syrup depending on country of origin) Caffeine Phosphoric acid Caramel color (E150d) Natural flavorings[46]A can of Coke (12 fl ounces/355 ml) has 39 grams of carbohydrates (all from sugar,approximately 10 teaspoons),[47] 50 mg of sodium, 0 grams fat, 0 grams potassium, and 140calories.[48]
  15. 15. Formula of natural flavoringsMain article: Coca-Cola formulaThe exact formula of Coca-Colas natural flavorings (but not its other ingredients, which arelisted on the side of the bottle or can) is a trade secret. The original copy of the formula washeld in SunTrust Banks main vault in Atlanta for 86 years. Its predecessor, the TrustCompany, was the underwriter for the Coca-Cola Companys initial public offering in 1919.On December 8, 2011, the original secret formula was moved from the vault at SunTrustBanks to a new vault containing the formula which will be on display for visitors to its Worldof Coca-Cola museum in downtown Atlanta.[49]A popular myth states that only two executives have access to the formula, with eachexecutive having only half the formula.[50] The truth is that while Coca-Cola does have a rulerestricting access to only two executives, each knows the entire formula and others, inaddition to the prescribed duo, have known the formulation process.[51]On February 11, 2011, Ira Glass revealed on his PRI radio show, This American Life, that thesecret formula to Coca-Cola had been uncovered in a 1979 newspaper. The formula foundbasically matched the formula found in Pembertons diary.[52][53][54][55]Franchised production modelThe actual production and distribution of Coca-Cola follows a franchising model. The Coca-Cola Company only produces a syrup concentrate, which it sells to bottlers throughout theworld, who hold Coca-Cola franchises for one or more geographical areas. The bottlersproduce the final drink by mixing the syrup with filtered water and sweeteners, and thencarbonate it before putting it in cans and bottles, which the bottlers then sell and distribute toretail stores, vending machines, restaurants and food service distributors.[56]The Coca-Cola Company owns minority shares in some of its largest franchises, such asCoca-Cola Enterprises, Coca-Cola Amatil, Coca-Cola Hellenic Bottling Company and Coca-Cola FEMSA, but fully independent bottlers produce almost half of the volume sold in theworld. Independent bottlers are allowed to sweeten the drink according to local tastes.[57]The bottling plant in Skopje, Macedonia, received the 2009 award for "Best BottlingCompany".[58]Brand portfolioThis is a list of variants of Coca-Cola introduced around the world. In addition to thecaffeine-free version of the original, additional fruit flavors have been included over theyears. Not included here are versions of Diet Coke and Coca-Cola Zero; variant versions ofthose no-calorie colas can be found at their respective articles. Name Launched Discontinued Notes Picture
  16. 16. Coca-Cola 1886 The original version of Coca-Cola.Caffeine-Free 1983 The caffeine free version of Coca-Cola.Coca-Cola Was available in Canada starting in 1996.Coca-Cola 1985 Called "Cherry Coca-Cola (Cherry Coke)" inCherry North America until 2006.NewCoke/"Coca- 1985 2002 Still available in Yap and American SamoaCola II"
  17. 17. Available in: Australia, American Samoa, Austria, Belgium, Brazil, China, Denmark,Coca-Cola Federation of Bosnia and Herzegovina, 2001 2005 Finland, France, Germany, Hong Kong,with Lemon Iceland, Korea, Luxembourg, Macau, Malaysia, Mongolia, Netherlands, New Caledonia, New Zealand, Norway, Réunion, Singapore, Spain, Switzerland, Taiwan, Tunisia, United Kingdom, United States, and West Bank-Gaza Available in: Austria, Australia, China, Finland, Germany, Hong Kong, New Zealand, Malaysia,Coca-Cola 2002; 2005 Sweden, United Kingdom and United States. ItVanilla 2007 was reintroduced in June 2007 by popular demand. Available in Belgium, Netherlands, Singapore,Coca-Cola 2005 Canada, the United Kingdom, and the Unitedwith Lime States. Was only available in New Zealand. CurrentlyCoca-Cola June End of 2005 available in the United States in Coca-ColaRaspberry 2005 Freestyle fountain since 2009.Coca-Cola Middle ofBlack Cherry 2006 Was replaced by Vanilla Coke in June 2007 2007Vanilla
  18. 18. Only available in the United States, France,Coca-Cola Beginning of 2006 Canada, Czech Republic, Bosnia andBlāk 2008 Herzegovina, Bulgaria and LithuaniaCoca-Cola Only available in Bosnia and Herzegovina, New 2006Citra Zealand and Japan. Was available in the United Kingdom and Gibraltar for a limited time. In Germany,Coca-Cola Austria and Switzerland its sold under the 2007Orange label Mezzo Mix. Currently available in Coca- Cola Freestyle fountain outlets in the United States since 2009.Logo designThe famous Coca-Cola logo was created by John Pembertons bookkeeper, Frank MasonRobinson, in 1885.[59] Robinson came up with the name and chose the logos distinctivecursive script. The typeface used, known as Spencerian script, was developed in the mid-19thcentury and was the dominant form of formal handwriting in the United States during thatperiod.
  19. 19. Robinson also played a significant role in early Coca-Cola advertising. His promotionalsuggestions to Pemberton included giving away thousands of free drink coupons andplastering the city of Atlanta with publicity banners and streetcar signs.[60]Contour bottle designEarl R. Deans original 1915 concept drawing of the contour Coca-Cola bottle.
  20. 20. The prototype never made it to production since its middle diameter was larger than its base,making it unstable on conveyor belts.Designer label for 2 litre Coca-Cola bottleThe equally famous Coca-Cola bottle, called the "contour bottle" within the company, butknown to some as the "hobble skirt" bottle, was created by bottle designer Earl R. Dean. In1915, the Coca-Cola Company launched a competition among its bottle suppliers to create anew bottle for their beverage that would distinguish it from other beverage bottles, "a bottlewhich a person could recognize even if they felt it in the dark, and so shaped that, even ifbroken, a person could tell at a glance what it was."[61]Chapman J. Root, president of the Root Glass Company of Terre Haute, Indiana, turned theproject over to members of his supervisory staff, including company auditor T. ClydeEdwards, plant superintendent Alexander Samuelsson, and Earl R. Dean, bottle designer andsupervisor of the bottle molding room. Root and his subordinates decided to base the bottlesdesign on one of the sodas two ingredients, the coca leaf or the kola nut, but were unaware ofwhat either ingredient looked like. Dean and Edwards went to the Emeline FairbanksMemorial Library and were unable to find any information about coca or kola. Instead, Deanwas inspired by a picture of the gourd-shaped cocoa pod in the Encyclopædia Britannica.Dean made a rough sketch of the pod and returned to the plant to show Root. He explained toRoot how he could transform the shape of the pod into a bottle. Root gave Dean hisapproval.[61]Faced with the upcoming scheduled maintenance of the mold-making machinery, over thenext 24 hours Dean sketched out a concept drawing which was approved by Root the nextmorning. Dean then proceeded to create a bottle mold and produced a small number of bottlesbefore the glass-molding machinery was turned off.[62]Chapman Root approved the prototype bottle and a design patent was issued on the bottle inNovember, 1915. The prototype never made it to production since its middle diameter waslarger than its base, making it unstable on conveyor belts. Dean resolved this issue bydecreasing the bottles middle diameter. During the 1916 bottlers convention, Deans contourbottle was chosen over other entries and was on the market the same year. By 1920, thecontour bottle became the standard for the Coca-Cola Company. Today, the contour Coca-Cola bottle is one of the most recognized packages on the planet..."even in the dark!".[63]
  21. 21. As a reward for his efforts, Dean was offered a choice between a $500 bonus or a lifetime jobat the Root Glass Company. He chose the lifetime job and kept it until the Owens-IllinoisGlass Company bought out the Root Glass Company in the mid-1930s. Dean went on to workin other Midwestern glass factories.One alternative depiction has Raymond Loewy as the inventor of the unique design, but,while Loewy did serve as a designer of Coke cans and bottles in later years, he was in theFrench Army the year the bottle was invented and did not emigrate to the United States until1919. Others have attributed inspiration for the design not to the cocoa pod, but to a Victorianhooped dress.[64]In 1944, Associate Justice Roger J. Traynor of the Supreme Court of California tookadvantage of a case involving a waitress injured by an exploding Coca-Cola bottle toarticulate the doctrine of strict liability for defective products. Traynors concurring opinionin Escola v. Coca-Cola Bottling Co. is widely recognized as a landmark case in U.S. lawtoday.[65]In 1997, Coca-Cola introduced a "contour can," similar in shape to its famous bottle, on a fewtest markets, including Terre Haute, Indiana.[66] The can has never been widely released.A new slim and tall can began to appear in Australia on December 20, 2006; it cost AU$1.95.The cans have a resemblance to energy drink cans. The cans were commissioned byDominos Pizza and are available exclusively at their restaurants.In January 2007, Coca-Cola Canada changed "Coca-Cola Classic" labeling, removing the"Classic" designation, leaving only "Coca-Cola." Coca-Cola stated this is merely a namechange and the product remains the same.In 2007, Coca-Cola introduced an aluminum can designed to look like the original glassCoca-Cola bottles.In 2007, the companys logo on cans and bottles changed. The cans and bottles retained thered color and familiar typeface, but the design was simplified, leaving only the logo and aplain white swirl (the "dynamic ribbon").In 2008, in some parts of the world, the plastic bottles for all Coke varieties (including thelarger 1.5- and 2-liter bottles) were changed to include a new plastic screw cap and a slightlytaller contoured bottle shape, designed to evoke the old glass bottles.[67]
  22. 22. Two Chinese Coke bottles, a 200 ml glass bottle, which is becoming less common, and a 300 mlplastic bottle that is now widely available.Designer bottlesKarl Lagerfeld is the latest designer to have created a collection of aluminum bottles forCoca-Cola. Lagerfeld is not the first fashion designer to create a special version of the famousCoca-Cola Contour bottle. A number of other limited edition bottles by fashion designers forCoca Cola Light soda have been created in the last few years.In 2009, in Italy, Coca-Cola Light had a Tribute to Fashion to celebrate 100 years of therecognizable contour bottle. Well known Italian designers Alberta Ferretti, Blumarine, Etro,Fendi, Marni, Missoni, Moschino, and Versace each designed limited edition bottles.[68]CompetitorsPepsi, the flagship product of PepsiCo, The Coca-Cola Companys main rival in the soft drinkindustry, is usually second to Coke in sales, and outsells Coca-Cola in some markets. RCCola, now owned by the Dr Pepper Snapple Group, the third largest soft drink manufacturer,is also widely available.Around the world, many local brands compete with Coke. In South and Central AmericaKola Real, known as Big Cola in Mexico, is a growing competitor to Coca-Cola.[69] On theFrench island of Corsica, Corsica Cola, made by brewers of the local Pietra beer, is a growingcompetitor to Coca-Cola. In the French region of Brittany, Breizh Cola is available. In Peru,Inca Kola outsells Coca-Cola, which led The Coca-Cola Company to purchase the brand in1999. In Sweden, Julmust outsells Coca-Cola during the Christmas season.[70] In Scotland,the locally produced Irn-Bru was more popular than Coca-Cola until 2005, when Coca-Colaand Diet Coke began to outpace its sales.[71] In India, Coca-Cola ranked third behind theleader, Pepsi-Cola, and local drink Thums Up. The Coca-Cola Company purchased ThumsUp in 1993.[72] As of 2004, Coca-Cola held a 60.9% market-share in India.[73] Tropicola, adomestic drink, is served in Cuba instead of Coca-Cola, due to a United States embargo.French brand Mecca Cola and British brand Qibla Cola are competitors to Coca-Cola in theMiddle East. In Turkey, Cola Turka, in Iran and the Middle East, Zam Zam Cola and ParsiCola, in some parts of China, China Cola, in Slovenia, Cockta and the inexpensive Mercator
  23. 23. Cola, sold only in the countrys biggest supermarket chain, Mercator, are some of the brandscompetitors. Classiko Cola, made by Tiko Group, the largest manufacturing company inMadagascar, is a serious competitor to Coca-Cola in many regions. Laranjada is the top-selling soft drink on Madeira.AdvertisingSee also: Coca-Cola slogansCoca-Colas advertising has significantly affected American culture, and it is frequentlycredited with inventing the modern image of Santa Claus as an old man in a red-and-whitesuit. Although the company did start using the red-and-white Santa image in the 1930s, withits winter advertising campaigns illustrated by Haddon Sundblom, the motif was alreadycommon.[74][75] Coca-Cola was not even the first soft drink company to use the modern imageof Santa Claus in its advertising: White Rock Beverages used Santa in advertisements for itsginger ale in 1923, after first using him to sell mineral water in 1915.[76][77] Before SantaClaus, Coca-Cola relied on images of smartly dressed young women to sell its beverages.Coca-Colas first such advertisement appeared in 1895, featuring the young Bostonian actressHilda Clark as its spokeswoman.An 1890s advertisement showing model Hilda Clark in formal 19th century attire. The ad is titledDrink Coca-Cola 5¢. (US)1941 saw the first use of the nickname "Coke" as an official trademark for the product, with aseries of advertisements informing consumers that "Coke means Coca-Cola".[78] In 1971 asong from a Coca-Cola commercial called "Id Like to Teach the World to Sing", producedby Billy Davis, became a hit single.
  24. 24. Coca-Cola sales booth on the Cape Verde island of Fogo in 2004.Cokes advertising is pervasive, as one of Woodruffs stated goals was to ensure that everyoneon Earth drank Coca-Cola as their preferred beverage. This is especially true in southernareas of the United States, such as Atlanta, where Coke was born.Coca-Cola signboard in Lahore, Pakistan.Some Coca-Cola television commercials between 1960 through 1986 were written andproduced by former Atlanta radio veteran Don Naylor (WGST 1936–1950, WAGA 1951–1959) during his career as a producer for the McCann Erickson advertising agency. Many ofthese early television commercials for Coca-Cola featured movie stars, sports heroes andpopular singers.Coca-Cola ghost sign in Fort Dodge, Iowa. Older Coca-Cola ghosts behind Borax and telephone ads.
  25. 25. During the 1980s, Pepsi-Cola ran a series of television advertisements showing peopleparticipating in taste tests demonstrating that, according to the commercials, "fifty percent ofthe participants who said they preferred Coke actually chose the Pepsi." Statisticians pointedout the problematic nature of a 50/50 result: most likely, the taste tests showed that in blindtests, most people cannot tell the difference between Pepsi and Coke. Coca-Cola ran ads tocombat Pepsis ads in an incident sometimes referred to as the cola wars; one of Cokes adscompared the so-called Pepsi challenge to two chimpanzees deciding which tennis ball wasfurrier. Thereafter, Coca-Cola regained its leadership in the market.Selena was a spokesperson for Coca-Cola from 1989 till the time of her death. She filmedthree commercials for the company. In 1994, to commemorate her five years with thecompany, Coca-Cola issued special Selena coke bottles.[79]The Coca-Cola Company purchased Columbia Pictures in 1982, and began inserting Coke-product images into many of its films. After a few early successes during Coca-Colasownership, Columbia began to under-perform, and the studio was sold to Sony in 1989.Coca-Cola has gone through a number of different advertising slogans in its long history,including "The pause that refreshes," "Id like to buy the world a Coke," and "Coke is it" (seeCoca-Cola slogans).In 2006, Coca-Cola introduced My Coke Rewards, a customer loyalty campaign whereconsumers earn points by entering codes from specially marked packages of Coca-Colaproducts into a website. These points can be redeemed for various prizes or sweepstakesentries.[80]In Australia in 2011, Coca-Cola began the "share a Coke" campaign, where the Coca-Colalogo was replaced on the bottles and replaced with first names. Coca-Cola used the 150 mostpopular names in Australia to print on the bottles.[81][82][83] The campaign was paired with awebsite page, Facebook page and an online "share a virtual Coke".Holiday campaignsCoca-Cola Christmas truck in Dresden, Germany.
  26. 26. The "Holidays are coming!" advertisement features a train of red delivery trucks, emblazonedwith the Coca-Cola name and decorated with Christmas lights, driving through a snowylandscape and causing everything that they pass to light up and people to watch as they passthrough.[84]The advertisement fell into disuse in 2001, as the Coca-Cola company restructured itsadvertising campaigns so that advertising around the world was produced locally in eachcountry, rather than centrally in the companys headquarters in Atlanta, Georgia.[85] In 2007,the company brought back the campaign after, according to the company, many consumerstelephoned its information center saying that they considered it to mark the beginning ofChristmas.[84] The advertisement was created by U.S. advertising agency Doner, and has beenpart of the companys global advertising campaign for many years.[86]Keith Law, a producer and writer of commercials for Belfast CityBeat, was not convinced byCoca-Colas reintroduction of the advertisement in 2007, saying that "I dont think theresanything Christmassy about HGVs and the commercial is too generic."[87]In 2001, singer Melanie Thornton recorded the campaigns advertising jingle as a single,Wonderful Dream (Holidays are Coming), which entered the pop-music charts in Germany atno. 9.[88][89] In 2005, Coca-Cola expanded the advertising campaign to radio, employingseveral variations of the jingle.[90]In 2011, Coca-Cola launched a campaign for the Indian holiday Diwali. The campaignincluded commercials, a song and an integration with Shah Rukh Khan‘s filmRa.One.[91][92][93]Sports sponsorshipCoca-Cola was the first commercial sponsor of the Olympic games, at the 1928 games inAmsterdam, and has been an Olympics sponsor ever since.[94] This corporate sponsorshipincluded the 1996 Summer Olympics hosted in Atlanta, which allowed Coca-Cola tospotlight its hometown. Most recently, Coca-Cola has released localized commercials for the2010 Winter Olympics in Vancouver; one Canadian commercial referred to Canadas hockeyheritage and was modified after Canada won the gold medal game on February 28, 2010 bychanging the ending line of the commercial to say "Now they know whose game theyreplaying".[95]Since 1978, Coca-Cola has sponsored the FIFA World Cup, and other competitions organisedby FIFA. One FIFA tournament trophy, the FIFA World Youth Championship from Tunisiain 1977 to Malaysia in 1997, was called "FIFA — Coca Cola Cup".[96] In addition, Coca-Colasponsors the annual Coca-Cola 600 and Coke Zero 400 for the NASCAR Sprint Cup Series atCharlotte Motor Speedway in Concord, North Carolina and Daytona International Speedwayin Daytona, Florida.Coca-Cola has a long history of sports marketing relationships, which over the years haveincluded Major League Baseball, the National Football League, the National BasketballAssociation, and the National Hockey League, as well as with many teams within thoseleagues. Coca-Cola has had a longtime relationship with the NFLs Pittsburgh Steelers, due inpart to the now-famous 1979 television commercial featuring "Mean Joe" Greene, leading to
  27. 27. the two opening the Coca-Cola Great Hall at Heinz Field in 2001 and a more recent Coca-Cola Zero commercial featuring Troy Polamalu.Coca-Cola is the official soft drink of many collegiate football teams throughout the nation,partly due to Coca-Cola providing those schools with upgraded athletic facilities in exchangefor Coca-Colas sponsorship. This is especially prevalent at the high school level, which ismore dependent on such contracts due to tighter budgets.Coca-Cola was one of the official sponsors of the 1996 Cricket World Cup held on the Indiansubcontinent. Coca Cola is also one of the associate sponsor of Delhi Daredevils in IndianPremier League.In England, Coca-Cola was the main sponsor of The Football League between 2004 and2010, a name given to the three professional divisions below the Premier League in football(soccer). It is also responsible for the renaming of these divisions — until the advent of Coca-Cola sponsorship, they were referred to as Divisions One, Two and Three. Since 2004, thedivisions have been known as The Championship (equiv. of Division 1), League One (equiv.of Div. 2) and League 2 (equiv. of Division 3). This renaming has caused unrest amongstsome fans, who see it as farcical that the third tier of English Football is now called "LeagueOne." In 2005, Coca-Cola launched a competition for the 72 clubs of the football league — itwas called "Win a Player". This allowed fans to place 1 vote per day for their beloved club,with 1 entry being chosen at random earning £250,000 for the club; this was repeated in2006. The "Win A Player" competition was very controversial, as at the end of the 2competitions, Leeds United AFC had the most votes by more than double, yet they did notwin any money to spend on a new player for the club. In 2007, the competition changed to"Buy a Player". This competition allowed fans to buy a bottle of Coca-Cola Zero or Coca-Cola and submit the code on the wrapper on the Coca-Cola website {}. This code could then earn anything from 50p to £100,000 for a club oftheir choice. This competition was favored over the old "Win A Player" competition, as itallowed all clubs to win some money.Introduced March 1, 2010, in Canada, to celebrate the 2010 Winter Olympics, Coca Cola willsell gold colored cans in packs of 12 355 mL each, in select stores.[97]In mass mediaCoca-Cola has been prominently featured in countless films and television programs. Sinceits creation, it remains as one of the most important elements of the popular culture. It was amajor plot element in films such as One, Two, Three, The Coca-Cola Kid, and The GodsMust Be Crazy among many others. It provides a setting for comical corporate shenanigans inthe novel Syrup by Maxx Barry. And in music, in The Beatles song, "Come Together", thelyrics said, "He shoot Coca-Cola, he say...". The Beach Boys also referenced Coca-Cola intheir 1964 song "All Summer Long" (i.e. Member when you spilled Coke all over yourblouse?)[98]Also, the best selling artist of all time and worldwide cultural icon,[99] Elvis Presley,promoted Coca-Cola during his last tour of 1977.[100][101] The Coca-Cola Company used theElvis image to promote the product.[102] For example, the company used a song performed byPresley, A Little Less Conversation, in a Japanese Coca-Cola commercial.[103]
  28. 28. Other artists that promoted Coca-Cola include The Beatles, David Bowie,[104] GeorgeMichael,[105] Elton John[106] and Whitney Houston,[107] who appeared in the Diet Coca-Colacommercial, among many others.Not all musical references to Coca-Cola went well. A line in "Lola" by The Kinks wasoriginally recorded as "You drink champagne and it tastes just like Coca-Cola." When theBritish Broadcasting Corporation refused to play the song because of the commercialreference, lead singer Ray Davies was forced to fly from New York to London and re-recordthe lyric as "it tastes just like cherry cola" to get airplay for the song.[108]Political cartoonist Michel Kichka satirized a Coca-Cola billboard in his 1982 poster "And ILove New York." On the billboard, the lettering and script above the Coca-Cola wave read"Enjoy Cocaine."[109]Health effectsSince studies indicate "soda and sweetened drinks are the main source of calories in [the]American diet",[110] most nutritionists advise that Coca-Cola and other soft drinks can beharmful if consumed excessively, particularly to young children whose soft drinkconsumption competes with, rather than complements, a balanced diet. Studies have shownthat regular soft drink users have a lower intake of calcium, magnesium, ascorbic acid,riboflavin, and vitamin A.[111] The drink has also aroused criticism for its use of caffeine,which can cause physical dependence.[112] A link has been shown between long-term regularcola intake and osteoporosis in older women (but not men).[113] This was thought to be due tothe presence of phosphoric acid, and the risk was found to be same for caffeinated andnoncaffeinated colas, as well as the same for diet and sugared colas.A common criticism of Coke based on its allegedly toxic acidity levels has been found to bebaseless by researchers; lawsuits based on these notions have been dismissed by severalAmerican courts for this reason. Although numerous court cases have been filed against TheCoca-Cola Company since the 1920s, alleging that the acidity of the drink is dangerous, noevidence corroborating this claim has been found. Under normal conditions, scientificevidence indicates Coca-Colas acidity causes no immediate harm.[114]Since 1980 in the U.S., Coke has been made with high-fructose corn syrup (HFCS) as aningredient. Originally it was used in combination with more expensive cane-sugar, but by late1984 the formulation was sweetened entirely with HFCS. Some nutritionists caution againstconsumption of HFCS because it may aggravate obesity and type-2 diabetes more than canesugar.[115]In India, there is a controversy whether there are pesticides and other harmful chemicals inbottled products, including Coca-Cola. In 2003 the Centre for Science and Environment(CSE), a non-governmental organization in New Delhi, said aerated waters produced by softdrinks manufacturers in India, including multinational giants PepsiCo and Coca-Cola,contained toxins including lindane, DDT, malathion and chlorpyrifos — pesticides that cancontribute to cancer and a breakdown of the immune system. CSE found that the Indian-produced Pepsis soft drink products had 36 times the level of pesticide residues permittedunder European Union regulations; Coca-Colas soft drink was found to have 30 times thepermitted amount. CSE said it had tested the same products sold in the U.S. and found nosuch residues.[116] After the pesticide allegations were made in 2003, Coca-Cola sales in India
  29. 29. declined by 15 percent. In 2004 an Indian parliamentary committee backed up CSEs findingsand a government-appointed committee was tasked with developing the worlds first pesticidestandards for soft drinks. The Coca-Cola Company has responded that its plants filter waterto remove potential contaminants and that its products are tested for pesticides and must meetminimum health standards before they are distributed.[117] In the Indian state of Kerala saleand production of Coca-Cola, along with other soft drinks, was initially banned after theallegations, until the High Court in Kerala overturned ruled that only the federal governmentcan ban food products. Coca-Cola has also been accused of excessive water usage inIndia.[118]The 2008 Ig Nobel Prize (a parody of the Nobel Prizes) in Chemistry was awarded to ShereeUmpierre, Joseph Hill, and Deborah Anderson, for discovering that Coca-Cola is an effectivespermicide,[119] and to C.Y. Hong, C.C. Shieh, P. Wu, and B.N. Chiang for proving it is not.Integrated marketing communicationsFrom Wikipedia, the free encyclopediaJump to: navigation, search It has been suggested that this article or section be merged with Marketing communications. (Discuss) Proposed since October 2009.Integrated Marketing Communications (IMC) is defined as customer centric, data drivenmethod of communicating with the customers. IMC is the coordination and integration of allmarketing communication tools, avenues, functions and sources within a company into aseamless program that maximizes the impact on consumers and other end users at a minimalcost.[1] This management concept is designed to make all aspects of marketingcommunication such as advertising, sales promotion, public relations, and direct marketingwork together as a unified force, rather than permitting each to work in isolation Advertising is defined as any paid form of nonpersonalcommunicationaboutanorganization,product,service,orideabyanidentifiedsponsor. Coca-Colausestheconceptofaggressiveadvertisingtopromoteitsproducts.Thusadvertisingisthemostimportantmarketingtoolforthecompanyasithastocatermassconsumermarkets.Theymainlydoesnationaladvertising. Companyintroducesdifferentthemesandconceptstoselltheirproductandadvertisesmainlyinelectronicmediaandoutofhomeadvertising.Theseadvertisementsbuildbrandimageandcreateawareness.BignamesofIndianfilmindustrymainlybecomethebrandambassadorsoftheCompany. Throughouttheyears,theslogansoftheCoca-Colahavebeenmemorable.ForE.g. ThandaMatlabCola-ColaShare13
  30. 30. Coca Cola recreates the magic of ‗OpenHappiness‘ this summerThe 60-second ‘Cricket ki Khushi’ TVC starring Sachin Tendulkar has beenconceptualised by Lowe Lintas, and written by R Balki and his creative teamBestMediaInfo Bureau | Delhi | May 28, 2012 Adding gulps of happiness in a scorching summer, Coca-Cola haslaunched its latest communication campaign, ‗Cricket ki Khushi‘, featuring the brand‘s‗Happiness Ambassador‘ and cricket legend Sachin Tendulkar. The campaign celebratesIndia‘s most loved sport, cricket, which transcends all boundaries, opening happiness forpeople across the country, just like enjoying a bottle of Coca-Cola.The communication is built around the unparalleled joy and happiness Indians derive fromcricket. Brand Coca-Cola provokes ‗happiness‘ by celebrating spontaneous moments ofhappiness around us. In the new campaign, Tendulkar urges people to keep playing, be happyand enjoy Coca-Cola.The 60-second TVC has been conceptualised by Lowe Lintas & Partners, written by R Balkiand his creative team, and produced by Amit Sharma of Chrome Films.The film opens with a group of youngsters in an arid region, kicking off their slippers andstarting a game of cricket, completely unperturbed by their surroundings. A group ofonlookers cheer the players and join in with the indomitable spirit of the game even as thetemperature soars. The film shows Tendulkar signing off by encouraging everyone to keepplaying and be happy!This campaign is an extension of Coca-Cola‘s two very successful campaigns – ‗Reasons tobelieve in a Happier Tomorrow‘ and ‗Teen Sharing a moment over Coca-Cola‘ – launchedearlier this year.―Through the latest ‗Cricket ki Khushi‘ campaign, brand Coca-Cola celebrates the realpassion and joy experienced by all us through the game of Cricket,‖ said AnupamaAhluwalia, Vice President – Marketing, Coca-Cola India and South West Asia.Speaking about the campaign, R Balki , Chairman and Chief Creative Officer of LoweLintas, said, ―Cricket is this country‘s true happiness. The weather, the playground, thenational team‘s performance, nothing can stop millions of people playing and experiencingthe joy of this game and Coca-Cola celebrates this true happiness of the land with the Cricketki Khushi campaign.‖
  31. 31. In addition to leveraging mass media, the entire communication effort will be complimentedby a range of initiatives including OOH media, radio, Internet, in-store and on-groundactivation across all key markets.