4. The Killer Ad Campaigns That Transformed
Coca-Cola
These Are The Killer Ad Campaigns That Transformed Coca-Cola Into The World's Favourite Soda
• 1888: In the very beginning, tycoon Asa Candler offers free samples of Coke to get people hooked.
• 1906: Coke satisfies thirst during the Prohibition age by marketing itself as the best alternative to booze
• 1931: Coke creates the modern image of Santa and uses it as a brilliant marketing tool
• 1971: Coke writes a jingle that becomes one of the most beloved pop songs of the time.
• 1974: Coke reclaims the nation's glory with the "Look Up America" campaign.
• 1980: Coke makes its mark on the Super Bowl with its Mean Joe Greene ad.
• 1982: Coke dominates the Cola Wars by introducing Diet Coke, an instant classic.
• 1993: Coke takes its message worldwide and creates a new iconic image: the polar bears.
• 2000: A new campaign uses local resources from all over the world to target a wide range of audiences.
• Today: Coca-Cola releases memorable new ads every year to keep it at the top of the soda charts.
9. Shift to Content Excellence : Content 2020
CREATIVITY + CONTENT @ THE COCA-COLA COMPANY
LIQUID AND LINKED MARKETING
STORIES = CONVERSATION - DISPROPORTIONATE SHARE OF POPULAR CULTURE
One-Way Storytelling to Dynamic Storytelling
Move from creative excellence to content excellence
Content Excellence through – Liquid and Linked Content Development
Purpose – To create ideas, so contagious so cannot be controlled
Story Telling – Provoke conversation – share popular culture
Conversation model – through brand stories –
3 key drivers: double business, distribution of creativity. Distribution of technology – Leveraging existing behaviours –
develop deeper emotional connections(Golf GT)- Integrate technologists into core creative team – develop relations with
technology companies like google and Microsoft
One way to Dynamic story telling – Behaving like a ruthless editor and avoiding risk of just creating noise
Serial Story Telling – MultiFacated story telling – spreadable story telling – immersion and discovery story telling –
engagement through story telling
Moving from Insights to provocations
Applying 70 – 20 – 10 investment principle – 70% low risk content - 20% Innovative work – 10% high risk ideas
10. Few Resulting Campaigns
• Share A Coke – Buy your own personalized bottle
• Killing the Press Release – Blogger – The Opener
• Make sure every story is compelling and share-worthy – Coca-Cola Cake
recipe
• Be culturally relevant and use content to connect (with) people - The Coca-
Cola Small World Machines
• Technology Connect Channels : Hong Kong – CHOK Mobile App
• America is Beautiful Ad
• FIFA WorldCup – Nico and Powerade
11. Digital / Social Media Presence
• Coca-Cola has huge presence online due to its shift from Creative
Excellence to Content Excellence.
• Each social media platforms have various pages, each page has got
huge fan base.
• LinkedIn - Coca-Cola Enterprises - 133553 followers
• Twitter –
• https://twitter.com/CocaCola [@CocaCola - 2.98M followers]
• https://twitter.com/CocaColaCo [@CocaColaCo - 346K followers]
• https://twitter.com/CocaCola_GB [@CocaCola_GB - 108k followers]
12. Digital / Social Media Presence
• Facebook
• https://www.facebook.com/CocaColaUnitedStates - 90658340 likes
• YouTube
• https://www.youtube.com/watch?v=8LLQIbr2-k0 - 22,313,085 views
• Google Plus –
• https://plus.google.com/+Coca-Cola - 1945362 followers and 31407994 views
13. Surprising Facts / Market Presence
• 42.8% market share in US
• Present in 200 countries
• Coke makes so many different beverages that if you drank one per day, it would take you over 9
years to try them all - 3,500 beverages (and 500 brands), spanning from sodas to energy drinks to
soy-based drinks.
• If you stacked up Coke's 2.8 million vending machines, they would take up 150.2 million cubic feet
of space -- the size of 4 Empire State Buildings
• The red and white Coca-Cola logo is recognized by 94% of the world's population
• The Coca-Cola brand is worth an estimated $74 billion: more than Budweiser, Pepsi, Starbucks
and Red Bull combined
• 3.1% of all beverages consumed around the world are Coca-Cola products
16. Controversial Statements Across World
• Criticism of Coca-Cola has arisen from various groups, concerning a variety of issues, including
health effects, environmental issues, and business practices.
• Pesticide contamination - In 2003, the Centre for Science and Environment (CSE), NGO in New
Delhi, India said aerated waters produced by Coca-Cola in India, contained toxins that can
contribute to cancer and a breakdown of the immune system.
• Water use - In March 2004, local officials in Kerala shut down a $16 million Coke bottling plant
blamed for a drastic decline in both quantity and quality of water
• Packaging - Packaging used in Coca-Cola's products has a significant environmental impact but
the company strongly opposes attempts to introduce mechanisms such as container deposit
legislation.
• Business practices - In June 2005, Coca-Cola in Europe formally agreed to end deals with shops
and bars to stock its drinks exclusively after a European Union investigation found its business
methods stifled competition.
17. Controversial Statements Across World
• Criticism of Coca-Cola has arisen from various groups, concerning a variety of issues, including
health effects, environmental issues, and business practices.
• Business practices - In November 2005, Coca-Cola's Mexican unit - Coca-Cola Export Corporation
- and a number of its distributors and bottlers were fined $68 million for unfair commercial
practices
• Channel Stuffing - forcing some bottlers to purchase hundreds of millions of dollars of
unnecessary beverage concentrate to make its sales seem higher showcasing artificial inflation to
shareholders. Coca-Cola Co, on July 7, 2008 compromised to pay $137.5 million to settle an
October 2000 shareholder lawsuit.
• Racial discrimination - In November 2000, Coca-Cola agreed to pay $192.5 million to settle a class
action racial discrimination lawsuit and promised to change the way it manages, promotes and
treats minority employees in the US. Because of the settlement decree, Coca-Cola was forced to
put in management practices that have put the company in the top 10 for diversity.
19. What Coke is doing to its Customers
• Coke works to create additional value for their customers by anticipating their demands
and interests and to proactively deliver viable solutions for their businesses.
• 1.Coca-Cola Retailing Research Councils - In Africa, Asia, Europe, Latin America and North
America, Coca-Cola Retailing Research Councils conduct research on issues affecting the
retail food industry. The results are communicated through a collaborative website that
allows retailers to gain information necessary to strategically respond to the changing
marketplace.
• 2.Collaborative Customer Relationship Process - work with customers to improve
shopper marketing and supply chain collaboration and to accelerate innovation in order
to provide superior beverage selections to every consumer on every shopping trip.
• 3.Customer Development and Training - Coke provide support to smaller customers to
help make their businesses more efficient and profitable. In Latin America, for example,
They have established customer development training centers, the largest ones in
Argentina, Brazil, Chile, Mexico and Peru. They also work with customers to broaden the
range of beverages they offer, provide nutritional information and ensure beverages are
marketed responsibly.
20. CSR : 5by20
• aims to provide empowerment to five million women entrepreneurs
across the company's value chain by 2020.
• From fruit farmers to artisans, this initiative helps women to
overcome the barriers they face to business success.
• This program was initiated in 44 countries.
• Other than these Coca-Cola is involved in helping medically not
stabilized people through its foundation started in 1984.
• They gave $143 million in 2013 alone.
