Case study Coca-Cola - świat

1. SUPERBRANDS 2009/10
superbrands.uk.com COCA-COLA
The Coca-Cola Company is the world’s largest beverage company and the leading drinks brand
worldwide, with a brand value of US$66.7 billion (Source: Business Week/Interbrand Best Global
Brands 2008). In Great Britain, Coca-Cola and sugar-free diet Coke are the country’s two biggest
soft drinks and in 2006, Coca-Cola Zero was added to the family. The classic contour bottle has
become synonymous with the brand and is an instantly recognisable icon the world over. to the brand. Offering a range of content Finally, the Christmas season saw the return
such as rewards and money-can’t-buy prizes, of two well-known TV ad campaigns: ‘Holidays
CokeZone.co.uk is the leading FMCG brand are Coming’ and ‘Greatest Gifts’. These were
website and boasts nearly half a million supported by nationwide outdoor ads and
members with visitors browsing the site on-pack promotions offering consumers the
for an average of more than nine minutes. chance to win festive-themed prizes and
rewards via the Coke Zone website.
Promotion
Coca-Cola has become known for innovative, Meanwhile, 2008 saw diet Coke go back
relevant marketing campaigns and famous to its roots with campaigns aimed at its key
for iconic advertising. In Great Britain in 2008, audience: young women. The diet Coke City
it continued to invest heavily in maintaining Collection was launched, comprising four
awareness across the Coca-Cola, diet Coke limited edition bottles designed by Patricia
and Coca-Cola Zero brands. Field, New York stylist to the stars. Sold
exclusively in Selfridges, the designs embodied
As a key sponsor of the Olympic Games, today’s modern women: confident, glamorous, Brand Values
Coca-Cola launched a limited edition bottle sexy and in charge of their own lives. The brand values of Coca-Cola have stood
Market designed by iconic photographer, Rankin. the test of time and aim to convey optimism,
Coca-Cola remains one of the most successful On-pack promotion to support the sponsorship Elsewhere, Coca-Cola Zero – dubbed ‘bloke togetherness and authenticity. Coca-Cola is
brands in the world today. Ongoing brand and included the chance to win a ‘dream’ Coke’ – continued to communicate with not political but aims to bring people together
product innovation continue to reinforce its experience. Keeping on the sporting theme, young men. In its first collaboration since with an uplifting promise of better times and
leadership in the soft drinks category. Coca-Cola also continued its sponsorship of launch, Coke Zero began a multimillion-pound possibilities. These values make Coca-Cola
The Football League, amplified with successful global partnership with the James Bond as relevant and appealing to people today as
In Great Britain in 2008, retail sales of campaigns such as ‘Win a Player, Buy a Player’ film, Quantum of Solace. The integrated it has always been and underpin the loyalty,
Coca-Cola grew by 3.6 per cent to reach a and ‘Find the Next Rooney’. communications campaign, which ran across affection and love that generations have felt
value of £514.5 million and in 2009, the brand more than 30 markets, included TV, cinema, for the brand. The Coca-Cola Company’s
experienced its best January to date (Source: diet Coke, launched almost 30 years ago; football fans for recycling by giving them Coca-Cola continued to communicate the digital and outdoor activity as well as on-pack reputation for strong marketing ensures that
ACNielsen w/e 3rd January 2009). and Coca-Cola Zero, launched three years the opportunity to win cash for youth ‘Coke Side of Life’, reminding people of the promotion and an exclusive 007 inspired this connection remains as powerful as ever.
ago. The Coca-Cola Company aims to provide development programmes within The Football iconic heritage of the drink. 2008 saw the original glass bottle in Great Britain.
Coca-Cola Great Britain’s portfolio of brands consumers with a range of products that are League. ‘Talent from Trash’ won a number of TV debut of Coca-Cola’s award-winning ‘Video coca-cola.co.uk
for the Coca-Cola trademark achieved a relevant to their needs. As an example of this, environment and marketing awards during Game’ creative, portraying the hero of a gritty Coca-Cola Zero also launched ‘Coke Zero
combined revenue of £970 million in 2008 in 2008 easy-to-hold ‘grip’ bottles were rolled 2008, including Best Green Outdoor Campaign video game spreading happiness by handing Street Striker’, a competition judged by Wayne
(Source: ACNielsen). Coca-Cola Zero was the out across all 500ml PET bottles. (over £50,000) at the Green Awards and Best out bottles of Coke. The ‘Coke Side of Life’ Rooney to find the nation’s most skilful street Things you didn’t know
trademark’s most significant launch and Waste & Recycling Project at the edie Awards messages were reinforced with two summer footballers with the final shown on Sky One. about Coca-Cola
innovation in the last 20 years and is Achievements for Environmental Excellence. campaigns: ‘Pemberton’, focusing on the
now worth £56.2 million (Source: As Coca-Cola remains at the pinnacle of heritage of Coca-Cola and ‘Intrinsics’, bringing
‘The Coke Side of Life’ are registered trademarks of The Coca-Cola Company.
ACNielsen w/e 17th January 2009). global brand recognition, the Company Recent Developments to life the taste and refreshment of an ice- The Coca-Cola Company markets
is able to utilise its relationship In 2009, Coca-Cola Great Britain celebrated cold Coca-Cola. more than 400 brands worldwide,
Product with consumers to make an impact the first anniversary of Coke Zone. This with 20 in the UK alone, providing
‘Coca-Cola’, ‘Coke’, ‘diet Coke’, ‘Coke Zero’, ‘Coca-Cola Zero’ and
There are three core products in beyond the soft drinks market. 2008 innovative website was developed to reward over one billion servings of sparkling
the Coca-Cola trilogy: Coca-Cola, saw Coca-Cola build on the success and engage with Coca-Cola trilogy drinkers as and still beverages every day.
introduced more than 100 years ago; of its ‘Talent from Trash’ initiative, rewarding well as attract a new generation of consumers
Coca-Cola has been an official
1886 1893 1915 1919 1984 2006 partner of the Olympic Games since
1928 – the longest running sports
Coca-Cola is The famous signature The Coca-Cola contour The business is sold diet Coke is launched Coca-Cola Zero sponsorship in history.
invented by John ‘flourish’ of Coca-Cola bottle, made from Georgia to Ernest Woodruff. In – the first brand becomes the third
Styth Pemberton, a is registered as a green glass, appears for 1923 his son becomes extension of Coca-Cola brand in the Coca-Cola
Coca-Cola was originally sold as a
pharmacist in Atlanta, trademark. By 1895, the first time. A unique president of the company, in Great Britain. family in Great Britain.
soda fountain drink – produced by
Georgia. Asa Candler Coca-Cola is available 3D trademark protects it declaring that Coca-Cola
mixing Coca-Cola syrup with
acquires the business in every US state. from a growing army “should always be within
in 1888. of imitators. an arm’s reach of desire”.
carbonated water.