Coca cola advertising presentation Final

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Coca Cola Advertisement Study

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Coca cola advertising presentation Final

  1. 1. U N I T 1 P R O J E C T O V E R V I E W Welcome to unit 1 overview presentation
  2. 2. I N S T I T U T I O N A L S T U D Y U N I T 1 First part institutional studies
  3. 3. C O C A C O L A A D V E R T I S I N G C O M PA N Y I chose the Coca Cola Advertising Company
  4. 4. Coca Cola owns their own advertising company and they create all of their adverts in house which means they do not have to contact any external sources. They are a multi million pound company that operates internationally as well as having a big image within the UK. It is important for Coca Cola to have quality control over their own adverts as it is so important to meet quality control deadlines. - C O C A C O L A . C O . U K Coca Cola is well known for their adverts on TV as well as on the streets. They produce their own. Independently hired. Offices all over the world. They have control of quality and deadlines.
  5. 5. Classic Coca Cola santa from the 60s.
  6. 6. O P E R AT I N G M O D E L Coca Cola advertising company is split up into separate sectors that handle each part of the advertising process for example the audio and the editing. They have main offices in major cities for example London and Stockholm. The company creates adverts for Coca Cola as well as other drink offerings that Coca Cola owns for example Sprite and Smart Water. All the advertising campaigns and products are developed from the Coca Cola company independently through different offices and divisions within the company. Split into different offices, handles different parts of process. Leading Offices in London, Paris and Stockholm Company creates adverts for other drinks as well as original coke.
  7. 7. P R O D U C T S An original family based ad that dates back to 70s
  8. 8. International Coke adverts. USA bottom right. China top left. Carribean on the left.
  9. 9. – B A L L R O O M D A N C I N G A D V E R T | 1 9 5 6 “Refreshingly Different.” This glamorous 1950s ad sees Alf Davies and Julie Reaby, winners of the 1956 British Ballroom Dancing Open Championship, twirling around the dance floor, and features the slogan “Coca-Cola puts you at your sparkling best!” This was part of a group of six ads featuring celebrities – and they were also among the first Coca-Cola television ads to air in Great Britain! – D O O R , R U G A N D S O U S A P H O N E | 1 9 6 5 “Refreshes you Best.” Ads from the 1960s see a humorous cartoon duo playing tricks on each other before calling a truce with bottles of Coca-Cola. The ads feature the catchy jingle “Only Coke will do when you’re thirstiest, Coca-Cola refreshes you best!” - H T T P : / / W W W. C O C A - C O L A . C O . U K / A B O U T- U S / H E R I TA G E Here are 2 classic UK Coke adverts broken down. The oldest being in 1956 and featuring 2 ball room dancers and given the caption “Refreshingly Different”. 2nd Eldest UK advert being 1965 and Coke’s animation featuring 2 creatures running through doors. The ad featuring a catchy jingle “Only Coke will do when you’re thirstiest, Coca-Cola refreshes you best!”. Sources included to Coca Cola’s fact page.
  10. 10. – T H E S H A R E A C O K E S T O RY | S U M M E R 2 0 1 3 “The Marketing Campaign that made a name for itself.” We selected the UK’s most popular names and printed them on our labels, and made even more available online. It sparked the nation into a sharing frenzy, and quickly became one of our most successful marketing campaigns. We’ve been overwhelmed by the number of people who’ve picked up our personalised bottles and cans and used them to create and share stories, selfies and special moments with us. Everyone knew this campaign last summer because it was a trend to get the bottle with your name on it. The campaign was world wide and was one of Coca Cola’s most popular advertisement drives.
  11. 11. M A R K E T P O S I T I O N Coca Cola
  12. 12. Coca Cola is the highest in marketing position with the only main rival being the Pepsi Cola Company who offers a similar range of drinks to Coke but at a lower cost, the choice is down to the general public and that is the vote they relate too. Coke is in the highest position in the Cola industry swiftly followed by Pepsi.
  13. 13. C O M P E T I T O R S Competitors for Coke within the Industry
  14. 14. The only direct competition within the fizzy drinks industry would be the pepsi company who rivals every fizzy drink that Coke sells. Pepsi is the main figure head behind Tango and 7- Up as well as Pepsi drink itself. Coke is a multi million pound advertising company who rivals multiple other companies Direct competition includes only Pepsi, within the UK. Pepsi also directly rivals drink offerings that Coke produces for example Fanta with Tango and Sprite with 7-Up.
  15. 15. “ H O L I D AY S A R E C O M I N G ” A D V E R T I S I N G C A M PA I G N A N A LY S I S | P R I N T & T V Advertising campaign analysis section.
  16. 16. R E A C H The number of people that this print based advert will reach is plentiful because it was shown in all major cities in majority of countries world wide and was seen by a wide viewing audience of all ages. The reach of the advert is international as it is broadcasted worldwide and played at christmas times around popular TV shows. Moreover the print based ad is on bus stops or at popular places in cities.
  17. 17. R E L E VA N C Y The ad is very relevant to the majority of households as most households have a bottle of coke around. The original print ad was released in 1931 by that time coke had been around since 1890s so it was very appropriate to release this advert because people knew the product and were familiar with its taste etc. The ad is very relevant as it targets families and the advert is about people coming together.
  18. 18. F R E Q U E N C Y The advert is displayed at Christmas time and is seen all over the world at Christmas, Coca Cola would choose to distribute this advert at Christmas because it features Santa and christmas colours,moreover it would not make sense to release this advert in the summer or in January. The advert is shown in prime time slots on TV for example during Britain's Got Talent advert breaks, this is to make people most aware of the advert and the fact it has returned. The advert returns most years with some kinda of modification done to it for example there would be slight visual tweaks that would be noticeable, minimal audio differences however. The advert appears on all mainstream platforms at christmas only. The advert is shown in-between the most popular TV shows and in the most popular places so it gets seen the most.
  19. 19. What Forms and Conventions does the Advert adopt? The advert is laid out conventionally with a narrative of a young boy running to see the trucks coming through his town. The boy runs past many obstacles to get a glimpse of the trucks, he pushes through many people to just to see the rear of the truck in the distance, then three bells play and the advert is over. During this music is playing in the background as well as people chanting. Is there a recognisable Style to the Advert? The style is recognisable to the viewer, music in the background with a narrative running over the top, this is the style to majority of adverts. - H T T P : / / T O M A D A M S A D V E RT I S I N G . B L O G S P O T. C O . U K / 2 0 1 4 / 1 2 / S - O I L - H E R E - B A L L O O N S - A D V E RT I S I N G What does the Advert say about Product? The advert says that Coca Cola is family friendly bringing up key Christmas themes in their advert and that they are about bringing people together as a whole to celebrate Christmas with coke. In the advert we see a young man running through a village following to the sound of christmas music which clearly also draws other people in. The style is recognisable to the viewer, music in the background with a narrative running over the top, this is the style to majority of adverts. The advert shows that Coca Cola is bringing people over together over christmas time.
  20. 20. What is the Purpose of the Project? The purpose of the advert is to bring people together over christmas time. Coca Cola are getting people to think that celebrating Christmas with coke is the best thing to do. Additional purposes include people reminiscing about the advert, spreading Christmas cheer etc. - H T T P : / / T O M A D A M S A D V E RT I S I N G . B L O G S P O T. C O . U K / 2 0 1 4 / 1 2 / S - O I L - H E R E - B A L L O O N S - A D V E RT I S I N G Who is the Advert Targeted at? The advert is targeted to families or children who enjoy celebrating christmas and get a buzz through seeing christmas adverts, moreover whoever associates christmas time with the advert. The purpose is to bring people together over christmas with coke. The advert is aimed at children and families who enjoy coke over christmas.
  21. 21. A U D I E N C E R E S E A R C H A D V E R T I S I N G C A M PA I G N A N A LY S I S | P R I N T & T V Audience Research Section
  22. 22. The advert is targeted to families or children who enjoy celebrating christmas and get a buzz through seeing christmas adverts, moreover whoever associates christmas time with the advert. And enjoys drinking Coca Cola over christmas time. W H O I S T H E TA R G E T A U D I E N C E The target audience is people who enjoy drinking Coke especially over Christmas time.
  23. 23. A U D I E N C E E X T E N S I V E R E S E A R C H G R I D
  24. 24. Research grid looking into different peoples opinion of the advert moreover giving a more detailed insight.
  25. 25. E T H I C A L / L E G A L I S S U E S A D V E R T I S I N G C A M PA I G N A N A LY S I S | P R I N T & T V Legal and Ethical Issues behind the advert
  26. 26. A D V E R T I S I N G S TA N D A R D S A G E N C Y [ A S A ] The ASA, Advertising Standards Authority, serves as the UK's filter to any unwanted on un ethical ads. Every ad that goes online or that features on TV goes through them to make sure they are fit for viewing throughout this process the ASA assess the adverts on a number of different criteria. The ASA play a massive role in making sure not only children are safe online but everyone that reads magazines, uses their mobile and browses the web, moreover they can immediately suspend an ad if it is seen as un ethical or morally wrong. The ASA is a authority within the UK commissioned by the government built to regulate all content that is put on the web. ** The ASA play a massive role in making sure not only children are safe online but everyone that reads magazines, uses their mobile and browses the web, moreover they can immediately suspend an ad if it is seen as un ethical or morally wrong.
  27. 27. H T T P : / / A S A . O R G . U K “The Advertising Standards Authority is the UK’s independent regulator of advertising across all media. We apply the Advertising Codes, which are written by the Committees of Advertising Practice. Our work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements.” A quote from the company, **“The Advertising Standards Authority is the UK’s independent regulator of advertising across all media. We apply the Advertising Codes, which are written by the Committees of Advertising Practice. Our work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements.”
  28. 28. R E L E VA N T L E G A L A N D / O R E T H I C A L I S S U E S Legally not understanding from the research that all the audio including the music and bells was commissioned and actually made by the Coca Cola company themselves to effectively avoid any legal confrontation. The advert presents a very christian view on christmas, this is clear through the bells at the beginning leading through to a predominantly white gathering around the streets. All music within the advert was made and commissioned by the Coca Cola Company. ** The advert presents a very christian view on christmas. There is bells at the beginning leading onto a white only gathering.
  29. 29. R E L E VA N T I S S U E S O F R E P R E S E N TAT I O N Issues can include religious for example Santa being associated with Coca Cola and it being a religious drink as well as bells ringing at the beginning which can also present a religious dilemma. There are religious issues surrounding the advert with santa being associated with Coca Cola as well as it being a religious drink that brings people together and makes people want to ring bells.
  30. 30. A D V E R T S I M PA C T The adverts impact on the viewer is nothing negative moreover there is no offensive dialect or visuals that would upset a viewer of any age. Content of the advert is up beat and has a positive message so it would not offend anyone of any age. The advert impacts the viewer in a positive way there is nothing on screen that would offend anyone. Content of the advert is up beat and promotes a positive message.
  31. 31. R E L E VA N T S O U R C E S U N I T 1 Relevant Sources used
  32. 32. • cocacola.co.uk • http://www.coca-cola.co.uk/about-us/heritage • http://en.wikipedia.org/wiki/Coca-Cola • http://tomadamsadvertising.blogspot.co.uk • http://asa.org.uk

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