The document provides an overview of Coca Cola's advertising company and their famous "Holidays are Coming" Christmas advertising campaign. It discusses the company's operating model, products, competitors and market position. It then analyzes the Christmas advert, discussing its reach, relevance, frequency and purpose. The target audience is identified as families and children. Potential legal and ethical issues are explored, such as religious representations and oversight by the Advertising Standards Authority. The impact of the advert is described as universally positive. Relevant sources are also listed.

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. 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. 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. 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. Classic Coca Cola santa from the 60s.

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. P R O D U C T S
An original family based ad that dates back to 70s

8. International Coke adverts.
USA bottom right.
China top left.
Carribean on the left.

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. – 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. M A R K E T P O S I T I O N
Coca Cola

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. C O M P E T I T O R S
Competitors for Coke within the Industry

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. “ 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. 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. 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. 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.

20. 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.

21. 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.

22. 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

23. 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.

24. 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

25. Research grid looking into different peoples opinion of the advert moreover giving a more detailed insight.

26. 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

27. 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.

28. 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.”

29. 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.

30. 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.

31. 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.

32. R E L E VA N T S O U R C E S
U N I T 1
Relevant Sources used

33. • 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