The document discusses the history and marketing campaigns of Coca-Cola over decades. It describes how Coca-Cola originated in 1886 in Atlanta, Georgia and has since become a global brand refreshing billions every day. It outlines some of Coca-Cola's iconic ad campaigns in India such as "Jo Chaho Ho Jaaye" featuring celebrities to target youth, and "Thanda Matlab Coca-Cola" to appeal to masses. The document also discusses Coca-Cola's global "Open Happiness" campaign and use of innovative experiential marketing techniques like interactive vending machines.

1. OF
MARKETING

2. WORD OF MOUTH MARKETING
CONTENT DEVELOPMENT

3. COCA-COLA
REFRESHING THE WORLD

5. COMPELLING IDEA
Refreshing the World

6. COMPELLING IDEA
This is the remarkable story about the
evolution
of an iconic brand and the company
that bears
its name. Since its birth at a soda
fountain in
downtown Atlanta, Georgia, in
1886, Coca-Cola
has been a catalyst for social
interaction and
inspired innovation. With the idea of
refreshing the world,which helped
create a global brand that provides
billions of moments of refreshment
every day.
Refreshing the World

7. COCA-COLA
SPREAD HAPPINESS AND FRIENDSHIP

8. THE AD
COCA-COLA
Jo CHAO HO JAYE, COCA COLA ENJOY

9. ABOUT AD
Jo Chaaho Ho Jaaye, Coca Cola Enjoy was one of the company’s
first campaigns in India. It was remarkably well executed, and
appealed both at a product level as well as at an emotional level.
These ads featured celebrities such as Hrithik Roshan and
Aishwarya Rai. The target segment for Coca Cola in its initial days
was the youth segment and this campaign clearly connected well
with the segment. However, the next advertising campaign
of Thanda Matlab Coca Cola was launched with an objective to
have a mass appeal. The campaign leveraged the product
platform rather than the emotional platform that it had
established earlier.
COCA-COLA
Jo CHAO HO JAYE, COCA COLA ENJOY

10. THE AD
COCA-COLA
THANDA MATLAB COCA COLA

11. THE AD
COCA-COLA
THANDA MATLAB COCA COLA

12. ABOUT TVC
• Thanda matlab has given Coca-Cola a new language in the
Indian soft drinks market. Thanda campaign cut across
market segments and evoked a great deal of response even
from the metro markets, of course, aided by some degree of
"reverse snobbery.
• The company claims that since the launch of the Thanda
Matlab campaign last year, the performance of the brand has
shown an improvement by at least two share points, compared
to the year before. Interestingly, each share point gain in the
soft drinks market could mean netting an additional Rs 60
crore in revenue.
COCA-COLA
THANDA MATLAB COCA COLA

13. COCA-COLA
TO INSPIRE MOMENTS OF OPTIMISM
AND
HAPPINESS

14. THE AD
COCA-COLA
OPEN HAPPINESS

15. THE AD
COCA-COLA
OPEN HAPPINESS

16. THE AD
COCA-COLA
OPEN HAPPINESS

17. THE AD
Coca-Cola launched the global marketing campaign 'Open
happiness' in 2009. Speaking about the campaign, Anupama
Ahluwalia, vice president, marketing, Coca-Cola India and South
West Asia, said, "Brand Coca-Cola has been at the forefront in
making a cultural point of view that encourages optimism and
positivity in our everyday lives. The Bewajah Khushiyaan
Lutao, Coca-Cola Pilao campaign inspires everyone to spread and
share happiness without any reason, through little gestures like
sharing an ice-cold bottle of Coca-Cola.“
At present, when the economic situations are not as
pleasant, the concept seems to have gained popularity again.
Around 30 or more brands are advertising the concept of
happiness.
COCA-COLA
OPEN HAPPINESS

18. Expertiential/Ambient Marketing
• Coke is known as the king of vending machines
• Always gets it right with the vending machine stunts – enages
people and builds talkability
• looks like a regular Coke vending machine, but gives away all
kinds of wonderful things for free.
•It starts out by dropping an extra can of Coke, moves on to
spitting out tons of free Coke bottles, and then starts dispensing
flowers, pizza, sandwiches, cupcakes and more.
• An improvised fine dinner served in a small square in Naples,
great food and plenty of bottles of Coke to celebrate the beauty
and importance of dining together.

19. Expertiential/Ambient Marketing

20. Expertiential/Ambient Marketing
• Coca-Cola in Korea have created a vending machine that rewards people the more
they dance in front of it!

21. Expertiential/Ambient Marketing
• Unlock the 007 in you
• we can really say they are the masters of vending machines experience marketing
• the stunt was around the latest 007 movie. A train station, a mission, and 70 seconds
to complete it.
• The video in less than a week has received 3 million views and over 26K likes proves
that experience marketing can be a great hook not just for those who “experience” it
live in first person, but also for those who watch (and probably wish they were there).

22. Expertiential/Ambient Marketing

23. Expertiential/Ambient Marketing
• Continuing the brand’s highly successful “happiness” campaign
• “small world” vending machines were installed in two cities – Lahore in Pakistan and
New Delhi in India.
• Due to decades of political tension between the two counties the cities seem “worlds
apart”.
•So Coca-Cola devised a way that people in both cities could share a moment (over a
bottle of coke, of course).
• The small world vending machines enabled consumers to connect across the border via
a video link.

24. Expertiential/Ambient Marketing
Avoiding nuclear armageddon is great but avoiding nuclear armageddon
with an icy cold Coca-Cola is better. As the saying goes, "Things go better
with Coke.

25. Expertiential/Ambient Marketing

26. Expertiential/Ambient Marketing
COCA-COLA
Views: 84,836 DAV College, Chd.

27. Expertiential/Ambient Marketing
DIET COKE - Stay the way you are – campaign across all major apparel stores in
Delhi. Belts had only one hole fir to the exact waist size with the message stay the
way you are !

28. Expertiential/Ambient Marketing
• Starting out with a truck rolling out grass turf in unexpected places like a concrete square
in the middle of a business district, filled the area with color.
• Thus a “pop-up park!” was created.
• Passerby’s were able to kick of your shoes and relax while enjoying a cold Coca-Cola.
• In fact, the only way Coke was going to give you a free drink is by you taking off your
shoes.
• To help bring in color, Coke brought in benches, trees with guitars, rabbits & flying death
disks (frisbees).. Whatever would put a smile on your face.
• And if none of that made you smile, the grass used was donated to a child’s care
home making this pop-up park one of the Happiest parts of your day.

29. Expertiential/Ambient Marketing

30. The coke Santa
The Santa Claus we all know and love — that big, jolly man in the red suit with a white
beard — didn’t always look that way. In fact, many people are surprised to learn that prior
to 1931, Santa was depicted as everything from a tall gaunt man to a spooky-looking elf.
Coke began the Santa history in 1920s and 1930s
Coke worked with the ad agency archie lee to make a hirotric Santa figure that the people
can relate to and which also symbolises coke – The Red Santa
• From 1931 to 1964, Coca-Cola advertising showed Santa delivering toys (and playing
with them!), pausing to read a letter and enjoy a Coke, visiting with the children who
stayed up to greet him, and raiding the refrigerators at a number of homes.

31. The coke Santa – Print Ads

32. Coke sponsorships India
• Coke tied up leading fast food joints like Subway, Dominos, Mc donalds
• Coke sponsored Mumbai Indians and Kings XI Punjab in the fourth season of the T20
league.
•Coke Studio - an Indian television series featuring live music performances

33. THANK YOU
ABHISHEK ARORA
AKHIL KHARBANDA
ARIHANT JAIN
KANIKA HANS
NAMRITA BAGGA
TRIPTI KAUR BAGGA
VANSHUJ DUTTA
VISHU BHATIA