& its Advertising History
2016
1909
1989
- For the first time in its history, Coca Cola creates its first ever global campaign: "Taste The Feeling"
- Emphasis on consumer's perception of globalization
- Maslow's Hierarchy of Needs
- Esteem
- Social
- Self-actualization
- Consumer Motivations:
- Sensory gratification
- Social approval
- Reach: Highest its ever been
- Functions:
- Emotional & Functional
- Headline:
- Coca Cola logo
- Body copy style:
- Narrative
- Psychographic Segmentation:
- Self-esteem
- Health conscious
- Work-a-holics
- Medium: National Magazine
- Reach: High
- Product differentiation begins with "Get the genuine, Cooling, Refreshing, Wholesome" slogan
- The Coca Cola Scholarship Foundation is created. A non-profit that works to provide academic scholarships to students.
- Medium: National Geographic magazine
- Demographic segmentation:
- Young adults, younger-middle aged
- Target Audience
- Psychographic Segmentation:
- Knowledge
- Learning
- Self-Esteem
- Driven
Coke-Cola's Inception
1980
1904
1920
1900
1891-1892
1911
Coca Cola ad first appears in a magazine
The "
Open Happiness"
campaign begins
Advertising budget exceeds
$1 million for the first time
The Golden Age
of Advertising
Begins
Started by John Pemberton &
Already ahead of its time,
Coke ran its first ad declaring
it to be "Delicious! Refreshing!Exhilarating! Invigorating! in the Industrializing age of Advertising
Asa Candler begins to amass Coca Cola. The company continues its trend setting and is the first to use calendars as advertising mediums. Just one year later the company sets its first advertising budget: $11,000
As the industrial age comes to end,
the start of the post-industrial age comes alive.
As consumers have become increasingly sensitive
about their environments and as the global interactive
age gains its momentum, Coca-cola begins to
alter its classic advertising techniques and concepts
with ethical advertising, including: fostering
nonprofits and imbuing products with personality.
The start of the Industrial Age began in 1900
with a new market of inexpensive brands of luxury
and convenience goods. In this period we will see
Coke begin to position itself as a unique product &
differentiate itself from competitors.
1929
1887
1969
2009
- In an effort to "increase sales in the slower winter months," Coca Cola teamed up with artist Haddon Sundblom to create the now iconic image of Santa Claus.
- Body Copy:
- Narrative
- Medium: Saturday newspaper
- Reach: Medium
- Target audience:
- Families, children
- The launch of the "Things Go Better with Coke" campaign
- Demographic Segmentation:
- Young adults & younger middle-aged
- Psychographic Segmentation:
- Protecting the family
- Honesty
- Sophistacted
- Medium: National Magazine
- Font: Sans Serif
- Body Copy:
- Provocative
- Coke aims to appeal to a mass audience, crossing over ages, races, and genders.
- "Throughout its history, Coca-Cola has always tried to express a refreshingly positive view of the world. Open Happiness builds on that heritage, recognizing that even with the difficulties and stress of modern-day life there still are opportunities, every day, to find a moment to recognize life's simple pleasures. This new campaign reminds people that Coke is always there to offer that small moment of fun and refreshment when you need it."
-Joe Tripodi, Chief Marketing and Commercial Leadership Officer, The Coca Cola Company
- Headline: Command
- Font: Serif
- Medium: Daily Newspaper - The Atlantic Journal
- Reach: Low
- Target Audience Demographics:
- Upper income
- Urban residents
- Women
- Young adults & Younger middle-aged
- Maslow's Hierarchy of Needs Met:
- Esteem
- Social
- Self-actualization