Coca-Cola advertising since the 1970s

Résumé du document

Coca-Cola is the world's best-known trademark, but the society is evolving and even though it is a multinational company, the firm has also to evolve. The biggest change is the advertising of the product or/and institutional advertising. In June 2004, Neville Isdell became the company's chairman and Chief Executive Officer. Since the beginning, he showed that the brand advertising had to change, he wants to change the way of spending the $2 billion budget of advertising the trademark. In fact, the way and the impact of each kind of advertising is evolving with time: we do not advertise as we did five or ten years ago. Neville Isdell explained what the major way of advertising Coca-Cola was and why it has to changed or modified: "In the last 50 years, the 30-second television spot has defined our brands and, while it is still important, I think its impact has diminished. Marketing is clearly evolving and the emergence of new media and the many competitive opportunities for consumer stimuli means that we need to find new, innovative ways of addressing our consumers and ensuring the relevance of our brands." Of course the 30-second television spot will still be important, but he will focus more on alternative advertisings such as Internet, video games, etc.

Extraits

[...] This new way of advertising began really in 2006, that year, the Internet mobile products have all the functionalities like computers and everybody can use these products and so it represents a huge target. The first advertising campaign that Coca-Cola launched is about “Coke adds Life”. The new advertising campaigns are 3D video, and the first one is the “Happiness factory” advert. These films that are infrequent in this market are well perceived by consumers because it is original and we remember them quite easily. “Happiness Factory” is showing the universe of a Coca-Cola's slot machine. [...]

[...] It is also one of their success' reasons. The company adapted a little bit more its advertising campaign with its core target: Coca-Cola is more turned towards young people (the 15-24 years old) and the company wants to redefine its speech which is more about optimism, volunteer behaviour, life cheerfulness and conviviality, a Coca- Cola's value for more than 120 years. The other way of advertising the company and trademark is to have a strong corporate culture and to speak about it: Coca-Cola is a sweet beverage but the company is aware of the health problem that The United States knows and suffers about and more and more the Europeans inhabitants: I mean overweight and obesity. [...]

[...] One of the other strengths of Coca-Cola is its visual identity (logo, advertisings, and slogan). Indeed, the brand is advertising itself thanks to the logo firstly: - The name of the product is invented at the beginning and is registered in June 1887 - The calligraphy is also one of the best way to recognize the product and brand Coca-Cola is present on many sports events which give to the company a good advertised target (this sponsorship strategy exists since 1923 with the “Sportman - In 1974: Coca-Cola began its partnership with the FIFA (International Federation of Football) which is extended now to the year 2022 - In 1984: in Los Angeles Coca-Cola is participated to the first Olympic games - In 1985: Coca-Cola becomes the official drink of the “Tour de France” - In 1996: the Coca-Cola Company evolved in a advertising sector” or in a new way: it is about corporate patronage in France. [...]

[...] Coca-Cola will be the April the 16th in “Second Life. This strategy is administered by two societies: Millions of Us and Crayon. The Coca-Cola logo will appear in the virtual game, like these one for example: (World of Warcraft) (Second Life) In order to make the gamers more participative to the Coca-Cola advertising strategy, the company launched a game in “Second Create the new virtual Coca-Cola's slot machine which will be used inside the game. What is the game about? [...]

[...] This choice was made because of the experience of this man in new technologies: he “developed some of the company's most recent alternative marketing programs, including the company's association with the "American Idol" television program”[4] (which is one of the television's program the most watch in the United States today). II. New Medias The new Medias that the Coca-Cola Company wants to use in order to develop its advertising campaign are Internet, the video games such as Second Life and other ways such as Buzz. The Coca-Cola Company has decided to entry on the Internet in a way to advertise more and more and to touch more segment market such as young people who are 40% of their day time on computer. [...]