1. COCA- COLA: Another
Advertising Hit
Submitted by
Amit
Anju
Hima
Bhavya
Rohini
Febin
Manoj
Sreekumar
Keerthy Chandran
Parvathy V
Vishnu S Nair

2. • Coca cola a refreshing soft drink sold all over the world except
cuba and north korea.
• Produced in Atlanta, Georgia
• Started on march 27, 1944
• Originally intended as patent medicine in 19th century.
• Asa griggs candler – marketing tactics made coke to
dominate in its field in the 20th century.
• The company produces concentrate, then sold to licensed
coca cola bottlers.
COCA COLA

3. • After getting the concentrate, the companies mix it with
filtered water and sweetners and fill it in cans.
• Then the bottles are sold to the distributors.
• Coca-cola enterprises, largest single coca-cola bottler in north
america and western europe.
• Company also sells concentrate for soda fountains.
• The company has an ocassion, it introduced other cola drinks
under the brand name. for example : diet coke, coca-cola
cherry, coca-cola zero etc.

4. • The case is about the success of coca-cola ads and
campaigns.
• In 1920-changed the advertising strategy-focusing on creating
brand loyalty.
• „The pause that refreshes‟ campaign slogan, famous Santa
Clause print ads, Hilltop campaign, Mean Joe Green ad are
the famous ads of 1929-1990.
• At the beginning of the new millennium, coke lost its
advertising hiss- outpointed competitor Pepsi.
OVERVIEW

5. • Turned back to the Super Bowl ad for its 2008 campaign.
• assigned Wieden + Kennedy the task of crafting a sixty
second commercial.
• Hal Curtis came up with a perfect idea for the ad.
• “Its mine”- costed $2.3 million and double that to air, most
difficult ad of Mr. Curtis, bad weather forced the project indoor
to the Paramount Studios, post-shoot animation was
considered a third shoot, all added up to four months of
production and postproduction.
• The ad was a success- communicated the desired message
of warm emotions that coca-cola passed on for decades.

6. • Received 350 blog posts while Pepsi had 250, top rated ad on the
2008 gridiron matchup, won Silver Lion at the Cannes Lions
Festival.
• What really matters is whether or not the ad has the intended effect
on consumers.
• Every year since 2001, in the premier ranking of global brands
based on monetary value by Interbrand, Coca-Cola has held the top
spot.
• The world’s most valuable brand.
• Easy to make the connection between Coca-Cola’s brand value and
more than 100 years of stellar advertising.

8. The world has changed in many ways since
pharmacist, John Styth Pemberton first introduced
the refreshing taste of Coca-Cola in Atlanta, Georgia.
 However, the pure and simple magic of one thing
remains the same - Coca-Cola. The name and
the product mean so many things to hundreds of
millions of consumers around the globe.
 Coca-Colas are served more than 705 million
times every day, quenching the thirsts of consumers
in more than 195 countries in every climate.

9. Advertising
• Coca-Cola's first advertisement appeared in
1895, featuring the young Bostonian actress Hilda
Clark as its spokeswoman.
• 1941 saw the first use of the nickname "Coke" as an
official trademark for the product, with a series of
advertisements informing consumers that "Coke means
Coca-Cola".
• Coke's advertising is pervasive, as one of Woodruff's
stated goals was to ensure that everyone on Earth drank
Coca-Cola as their preferred beverage.

10. • Some Coca-Cola television commercials between 1960 through 1986
were written and produced by former Atlanta radio veteran Don
Naylor during his career as a producer for the McCann
Erickson advertising agency.
• Many of these early television commercials for Coca-Cola featured
movie stars, sports heroes and popular singers.
• The Coca-Cola Company purchased Columbia Pictures in 1982, and
began inserting Coke-product images into many of its films. After a
few early successes during Coca-Cola's ownership, Columbia began
to under-perform, and the studio was sold to Sony in 1989.

11. • Coca-Cola successfully sells their product by producing
commercials for every category of audience. They can
achieve this by placing commercials in magazines and
newspapers targeted at the intended audience.
• Coca-Cola has been in existence and has commercialized
for much longer than most other companies so is able to use
the nostalgia value which helps sell a drink associated with
youth to people of older generations.
• This is a big advantage for Coke because it means they can
sell their drink to almost anyone.
• However, it is possible that this can have a negative
effect, because young people don't want to drink something
old, so new up to date commercials need to be constantly
produced.

12. AD HISTORY
• For creating Brand loyalty Coca-Cola shifted its advertising
strategy for first time in 1920‟s.
• They began advertising soft drink as fun and refreshing.
• Slogan in 1929 was – “The Pause that refreshes”.
• This slogan remains number 2 among top 100 slogans of all
time.

13. • 1931-Another famous one is Coca-Cola Santa Clause Print
Ads.
• The modern Santa Clause we have seen now as a jolly old
man with a white beard in a red suite and hat is to some
extend the result of Coke ads.
• 1971- Coca- Cola‟s “Hilltop” campaign.
• Lyrics were-”I‟d like to teach the world to sing, in perfect
harmony. I‟d like to buy the world a Coke and keep it
company”.

14. • The song was sung by a group of young people , perched
high on a hilltop each holding a hour glass shaped bottle of
Coke.
• Within a month, they received more than 1 Lakh letters about
the ad.
• Later, the song was released as pop music single.
• 1990 – “Always Coca-Cola”- which shows sweet, dark, bubbly
beverage and polar bears.

15. • These are only some highlighted strategies.
• As the new millennium began, many considered that Coke
had lost its advertising sizzle.
• The company was struggling to create new ads appealing the
young and existing customers.
• Their ads were routinely out pointed with Pepsi‟s arrival and
they needed some new advertising fizz.

16. COCA COLAS 1ST
ADVERTISEMENT

17. • In the history of advertising, perhaps no other company has
had such a strong and continuous impact on society through
advertising.
• Not only have Coke‟s ads been successful at selling its soft
drinks, but decade after decade Coca-Cola‟s ads and
campaigns have influenced our very culture by making their
way into the hearts and minds of consumers.

19. • Message execution style-Personality symbol
– Santa Claus print ads-Jolly Santa…
– Polar bears etc
• Always presented as -delicious, exhilarating, refreshing and
invigorating.
• Endorsement ads starting from 1900‟s
• Presented as all season drink.
• Happy and positive
COCA COLA AD
COMMONALITIES

20. ANALYZING THE “IT’S MINE” AD
BASED ON THE PROCESS OF
CREATING AN ADVERTISING
MESSAGE AS OUTLINED IN THE TEXT.

21. ADVERTISING STRATEGY
• Advertising strategy is the strategy by which the company accomplishes
its advertising objectives and consists of:
– Creating advertising messages
– Selecting advertising media
• An effective advertising message will help to:
– Gain attention
– Communicate well
– Customer reach
– Build target audience

22. PROCESSES IN CREATING AN
ADVERTISING MESSAGE
Message
Strategy
Creative
Concept
Message
execution
• Message strategy
 General message to be communicated to the consumers
• Creative Concept
 Idea that would bring the message strategy to life using
several creative appeals
• Message Execution
 Process of turning the Big Idea into an actual ad –
capturing the target market‟s attention

23. CREATING AN
ADVERTISING MESSAGE

24. It’s Mine ad – content
• Coca Cola It‟s Mine was developed
at Wieden+Kennedy for the super bowl
• A new angle to life on the Coke Side of Life.
• “It‟s Mine” is a combination live action and computer
generated spot set during the famous Macy‟s
Thanksgiving Day Parade.
• A giant Coca-Cola contour bottle balloon joins the
parade

25. • A good-natured tussle ensues among the skyscrapers of New
York as several well-known character balloons
(Underdog and Stewie Griffin from Family Guy) vie for the
floating Coke.
• In the end, the surprise victor shows that even a perennial
underdog can triumph on „The Coke Side of Life‟

26. It‟s Mine ad – Ideas used
Lifestyle
Personalit
y symbol
Mood or
image
Musical

28. • FOCUS ON CONSUMER BEHAVIOUR
• CREATE PLANS THAT REFLECT PURCHASE
PROCESS
• INFLUENCE CUSTOMER IN THE MARKET PLACE
MEDIA PLANNING

29. DEVELOPING LOGICAL
COMBINATIONS OF MEDIA

30. • ORGANISATIONAL OBJECTIVES
• TARGET MARKET(S)
• COSTS
• MESSAGE THEME
• CONSTRAINTS
• PRODUCT CONSIDERATIONS
MEDIA SELECTION FACTORS

31. “ITS MINE AD”
• TV ad, “It‟s Mine”, during the Super Bowl, showing a
new angle to life on the Coke side of life
• “It‟s Mine” is a combination live action and computer
generated spot set during the famous Macy‟s Thanksgiving
Day Parade.
• Challenge
» Reaching all age groups
» Cost incurred

32. • The medias possible for this ad
» Television
» Internet
» Magazine
» Newspaper
» Direct mails
• The attractiveness of the ad is in the
animation
» A stationary picture wont have much effect
(Magazines, Newspapers)
» Knowledge about the cartoon characters to relate to the
ad
» Direct mail should be self explanatory (detailed
explanation regarding what the company want to
convey through the ad)

33. • Target market : EVERYONE
• Universal value that appeal to everyone
• Huge cost incurred
• Maximum use of all type of media
• 1318072 views in you tube
• 350 Blog posts
• Top ad among those aired on 2008 gridiron match up
DIFFERENCE FROM OTHER
CAMPAIGNS

34. FACTORS THAT CHANGED
ROLE OF MEDIA
• INTEGRATED MARKET COMMUNICATIONS – MORE
THAN MASS ADVERTISING NOW
• COST FACTORS
• GLOBALISATION
• COMPLEXITY OF MEDIA FUNCTION

35. Effectiveness of “its mine” advertisement can be measured by
evaluating
I. Communication effects.
II. Return on advertising investment.
COCA-COLA MEASURING THE
EFFECTIVENESS OF THE “IT’S
MINE” AD…

36. Communication effect-
1. Whether the ads and media are communicating the ad
message well.
2. Consumer recall
3. Product awareness
4. Knowledge and preference

37. Return on advertising investment-
1. Change in the sales figure.
2. Revenue figure.
However sales and profit are measured by many other
factors:
1. Product features
2. Price
3. Availability

38. Coke might also like to measure:
1. Whether the advertising objective is fulfilled or not?
2. Its mine- a mouth buzz or not?
3. Impact on the rivals.
4. Views of advertising pundits.