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& 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.

2005

1980

1900

2010

1886

1920

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
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