Coca Cola ads since its creation (period 1938-1952)

Résumé du document

Nowadays, Coca-Cola company is still a dream. This 1889's company, worldwide, well-know, survived and moreover it is still developing its products to increase of course its markets shares and its sales.
Coca-Cola is a model for entrepreneurship because for its capacity to survive, to be worldwide and of course for its turnover. The history of Coca-Cola covers almost 120 years and it is complicated to select a period to describe the advertising.
But the World War II is a specific period. Lot of victims, of destruction, of restrictions but as well is a hinge period in the Twenty century history. After the War, Europe received US money trough the Marshall Plan for building and developing Europe.
The goal of this assignment is to analyze how the advertising of Coca-Cola during the period of 1938 and 1952 reflected the World situation but as well the change of the customers' behaviors.

Extraits

[...] That is an education basis. In the same time, Santa Clause say the same to the kids Have you been kind with your parents?-Yes-So you can have a gift and enjoy with it ».The Santa Clause advertising is really powerful. First apparition of Santa Clause in 1931(on the left) and the magical effect of the Santa Clause advertising in 1943 (on the right) The icon of the heroes had the same objective but the way to advertise is a little bit different. [...]

[...] But that show clearly that a company has to adapt themselves to the politics and that is a part of the business talent of the company. Coca-cola company was during all its history very closed from the polices. Conclusion Coca-Cola Company as an old company adapted itself a lot of time, following the history and their politics. As we saw sometimes the political situation are quite complicated and the only way for a company to survive is to adapt itself to this situation. [...]

[...] Sales promotion has for goal to attract attention and offer strong purchase incentives. That is why Coke did with the soldier promotion the Coke bottle for 5 cents. It was a strong pull appeal to the product. Public relation: Coke put in place a strong relationship with its customers. It did that with different kind of forms like forms: news stories, news features, events and sponsorships. To reach the customers, the advertising has to take part of the customer's life. [...]

[...] Coca-Cola aggressively announced the arrival of consumer society, and resistance to it represented a small gesture of self-assertion at a time when France seemed helpless before the American "invasion." The advertising in reaction of this movement against Coke translated by this advertising from 1950 where the customers were able to see that Coke is the perfect drink for a delicious diner. On the advertising, we can see cheese, one of the favourite french meal. The association of these two products from different culture, American and French, shows the cultural adaptation of the advertising and the influence of the customers behaviour. The customers behaviour Two types of customers In 1941, the trade name Coke ( is the first time used. [...]

[...] In 1950, Coca Cola become the first ever product to appear on the cover of Time Magazine. Determine the objectives and measurement standards: The Coca-Cola Company set up a couple of objectives to put in place is vision to be a leader of the beverage market. It had to reach these objectives otherwise, Coca-Cola Company did not be able to develop itself and expand its market. The goal was to use the political power on societies to penetrate the market. [...]