Coca-Cola advertising themes

Evaluation:

About the Collection:

Timeline: Advertising Themes

Themes for Coca-Cola Advertising

(1886-1999)

This collection is an interesting selection

of some of the slogans and themes that

Coca-Cola used in the 80's and 90's, as a part

of a bigger collection that showcases them since

1886.

The link also showcases some TV ads associated

with some of these campaigns.

It would be interesting, however, if the

they included more information, development

and examples about each of these themes.

The website http://www.coca-colacompany.com/history/advertising/

has a larger collection about the same topic.

This collection of the Library of Congress refers to

a timeline of general themes on Coca-Cola

advertisements. This presentation will focus only on the last section of these themes dated from 1982 to 1999. The specific artifacts included for each theme are graphic ads representative of the concepts behind each of these iconic Coca-Cola advertising campaigns.

Always Coca-Cola

Date: 1993 - 1999

You Can't Beat the Feeling

Date: 1988

The Polar Bear is an iconic

symbol of coca-cola. It was introduced in 1993 as part of the “Always Coca-Cola” campaign.

This campaign was very diverse in nature targeting specific audiences with different ads instead of a general audience as the previous ones.

This campaign is based on the concept of happiness, fun, free time and laughter. The slogan refers to the association of all these concepts with drinking a coca-cola.

The ad showed above displays a young man wearing bathing suit and sun glases having fun in the shore, with some ships in the back. He is smiling, and cheering with a can of coca-cola as a way to convey this message.

This ad features the polar bear with a bottle of coke

and the message "Always Cool"

The "Always Coca-Cola" campaign ran

from 1993 to 2000.:

You Can't Beat

the Real Thing

Date: 1990

Official Soft Drink of Summer

Date: 1989

This slogan is somehow based on the previous one ("You can't beat the feeling") but it highlights more the concept of authenticity in direct competition with Pepsi. The message is that no matter what Pepsi or other competitors do, nothing is comparable to the taste and feeling of a Coca-Cola. The picture inthe example simply

shows a glass and bottle of coke, aimed to position the product

as "the real thing" in the minds of the consumers along with

positioning the competitors as imitators.

Like the previous one, this campaign

-launched in 1989- aims to relate the conceps of summer time fun to the drinking of coca-cola. The ads features fireworks as it wishes to highlight as well its relation with nighlife and celebrations.