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Coca-Cola advertising themes

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by

Mariana Vernieri

on 12 September 2014

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Transcript of Coca-Cola advertising themes

About the Collection:

Timeline: Advertising Themes
Themes for Coca-Cola Advertising
(1886-1999)
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.
Date: 1988


You Can't Beat the Feeling
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.
Date: 1989


Official Soft Drink of Summer
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.
Date: 1990


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.
Date: 1993 - 1999


Always Coca-Cola
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.

Evaluation:
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.
You Can't Beat
the Real Thing

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.:
Full transcript