1. COCA- COLA: Another
Advertising Hit
Submitted by
Amit
Anju
Hima
Bhavya
Rohini
Febin
Manoj
Sreekumar
Keerthy Chandran
Parvathy V
Vishnu S Nair
2. • Coca cola a refreshing soft drink sold all over the world except
cuba 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 to
dominate in its field in the 20th century.
• The company produces concentrate, then sold to licensed
coca cola bottlers.
COCA COLA
3. • After getting the concentrate, the companies mix it with
filtered 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 north
america and western europe.
• Company also sells concentrate for soda fountains.
• The company has an ocassion, it introduced other cola drinks
under the brand name. for example : diet coke, coca-cola
cherry, coca-cola zero etc.
4. • The case is about the success of coca-cola ads and
campaigns.
• In 1920-changed the advertising strategy-focusing on creating
brand loyalty.
• „The pause that refreshes‟ campaign slogan, famous Santa
Clause print ads, Hilltop campaign, Mean Joe Green ad are
the famous ads of 1929-1990.
• At the beginning of the new millennium, coke lost its
advertising hiss- outpointed competitor Pepsi.
OVERVIEW
5. • Turned back to the Super Bowl ad for its 2008 campaign.
• assigned Wieden + Kennedy the task of crafting a sixty
second commercial.
• Hal Curtis came up with a perfect idea for the ad.
• “Its mine”- costed $2.3 million and double that to air, most
difficult ad of Mr. Curtis, bad weather forced the project indoor
to the Paramount Studios, post-shoot animation was
considered a third shoot, all added up to four months of
production and postproduction.
• The ad was a success- communicated the desired message
of warm emotions that coca-cola passed on for decades.
6. • Received 350 blog posts while Pepsi had 250, top rated ad on the
2008 gridiron matchup, won Silver Lion at the Cannes Lions
Festival.
• What really matters is whether or not the ad has the intended effect
on consumers.
• Every year since 2001, in the premier ranking of global brands
based on monetary value by Interbrand, Coca-Cola has held the top
spot.
• The world’s most valuable brand.
• Easy to make the connection between Coca-Cola’s brand value and
more than 100 years of stellar advertising.
7.
8. The world has changed in many ways since
pharmacist, John Styth Pemberton first introduced
the refreshing taste of Coca-Cola in Atlanta, Georgia.
However, the pure and simple magic of one thing
remains the same - Coca-Cola. The name and
the product mean so many things to hundreds of
millions of consumers around the globe.
Coca-Colas are served more than 705 million
times every day, quenching the thirsts of consumers
in more than 195 countries in every climate.
9. Advertising
• Coca-Cola's first advertisement appeared in
1895, featuring the young Bostonian actress Hilda
Clark as its spokeswoman.
• 1941 saw the first use of the nickname "Coke" as an
official trademark for the product, with a series of
advertisements informing consumers that "Coke means
Coca-Cola".
• Coke's advertising is pervasive, as one of Woodruff's
stated goals was to ensure that everyone on Earth drank
Coca-Cola as their preferred beverage.
10. • Some Coca-Cola television commercials between 1960 through 1986
were written and produced by former Atlanta radio veteran Don
Naylor during his career as a producer for the McCann
Erickson advertising agency.
• Many of these early television commercials for Coca-Cola featured
movie stars, sports heroes and popular singers.
• 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-Cola's ownership, Columbia began
to under-perform, and the studio was sold to Sony in 1989.
11. • Coca-Cola successfully sells their product by producing
commercials for every category of audience. They can
achieve this by placing commercials in magazines and
newspapers targeted at the intended audience.
• Coca-Cola has been in existence and has commercialized
for much longer than most other companies so is able to use
the nostalgia value which helps sell a drink associated with
youth to people of older generations.
• This is a big advantage for Coke because it means they can
sell their drink to almost anyone.
• However, it is possible that this can have a negative
effect, because young people don't want to drink something
old, so new up to date commercials need to be constantly
produced.
12. AD HISTORY
• For creating Brand loyalty Coca-Cola shifted its advertising
strategy 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 all
time.
13. • 1931-Another famous one is Coca-Cola Santa Clause Print
Ads.
• The modern Santa Clause we have seen now as a jolly old
man with a white beard in a red suite and hat is to some
extend the result of Coke ads.
• 1971- Coca- Cola‟s “Hilltop” campaign.
• Lyrics were-”I‟d like to teach the world to sing, in perfect
harmony. I‟d like to buy the world a Coke and keep it
company”.
14. • The song was sung by a group of young people , perched
high on a hilltop each holding a hour glass shaped bottle of
Coke.
• Within a month, they received more than 1 Lakh letters about
the ad.
• Later, the song was released as pop music single.
• 1990 – “Always Coca-Cola”- which shows sweet, dark, bubbly
beverage and polar bears.
15. • These are only some highlighted strategies.
• As the new millennium began, many considered that Coke
had lost its advertising sizzle.
• The company was struggling to create new ads appealing the
young and existing customers.
• Their ads were routinely out pointed with Pepsi‟s arrival and
they needed some new advertising fizz.
17. • In the history of advertising, perhaps no other company has
had such a strong and continuous impact on society through
advertising.
• Not only have Coke‟s ads been successful at selling its soft
drinks, but decade after decade Coca-Cola‟s ads and
campaigns have influenced our very culture by making their
way into the hearts and minds of consumers.
18.
19. • Message execution style-Personality symbol
– Santa Claus print ads-Jolly Santa…
– Polar bears etc
• Always presented as -delicious, exhilarating, refreshing and
invigorating.
• Endorsement ads starting from 1900‟s
• Presented as all season drink.
• Happy and positive
COCA COLA AD
COMMONALITIES
20. ANALYZING THE “IT’S MINE” AD
BASED ON THE PROCESS OF
CREATING AN ADVERTISING
MESSAGE AS OUTLINED IN THE TEXT.
21. ADVERTISING STRATEGY
• Advertising strategy is the strategy by which the company accomplishes
its 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
22. PROCESSES IN CREATING AN
ADVERTISING MESSAGE
Message
Strategy
Creative
Concept
Message
execution
• Message strategy
General message to be communicated to the consumers
• Creative Concept
Idea that would bring the message strategy to life using
several creative appeals
• Message Execution
Process of turning the Big Idea into an actual ad –
capturing the target market‟s attention
24. It’s Mine ad – content
• Coca Cola It‟s Mine was developed
at 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 computer
generated spot set during the famous Macy‟s
Thanksgiving Day Parade.
• A giant Coca-Cola contour bottle balloon joins the
parade
25. • A good-natured tussle ensues among the skyscrapers of New
York as several well-known character balloons
(Underdog and Stewie Griffin from Family Guy) vie for the
floating Coke.
• In the end, the surprise victor shows that even a perennial
underdog can triumph on „The Coke Side of Life‟
26. It‟s Mine ad – Ideas used
Lifestyle
Personalit
y symbol
Mood or
image
Musical
27.
28. • FOCUS ON CONSUMER BEHAVIOUR
• CREATE PLANS THAT REFLECT PURCHASE
PROCESS
• INFLUENCE CUSTOMER IN THE MARKET PLACE
MEDIA PLANNING
31. “ITS MINE AD”
• TV ad, “It‟s Mine”, during the Super Bowl, showing a
new angle to life on the Coke side of life
• “It‟s Mine” is a combination live action and computer
generated spot set during the famous Macy‟s Thanksgiving
Day Parade.
• Challenge
» Reaching all age groups
» Cost incurred
32. • The medias possible for this ad
» Television
» Internet
» Magazine
» Newspaper
» Direct mails
• The attractiveness of the ad is in the
animation
» A stationary picture wont have much effect
(Magazines, Newspapers)
» Knowledge about the cartoon characters to relate to the
ad
» Direct mail should be self explanatory (detailed
explanation regarding what the company want to
convey through the ad)
33. • 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 up
DIFFERENCE FROM OTHER
CAMPAIGNS
34. FACTORS THAT CHANGED
ROLE OF MEDIA
• INTEGRATED MARKET COMMUNICATIONS – MORE
THAN MASS ADVERTISING NOW
• COST FACTORS
• GLOBALISATION
• COMPLEXITY OF MEDIA FUNCTION
35. Effectiveness of “its mine” advertisement can be measured by
evaluating
I. Communication effects.
II. Return on advertising investment.
COCA-COLA MEASURING THE
EFFECTIVENESS OF THE “IT’S
MINE” AD…
36. Communication effect-
1. Whether the ads and media are communicating the ad
message well.
2. Consumer recall
3. Product awareness
4. Knowledge and preference
37. Return on advertising investment-
1. Change in the sales figure.
2. Revenue figure.
However sales and profit are measured by many other
factors:
1. Product features
2. Price
3. Availability
38. 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.
