1. MCM 454: Case Studies in Advertising
Coca Cola Advertising Campaign in the UAE
2. Outline
1. Brief Recap
2. The Brand
3. Coca Cola in Germany
4. Localizing Coca Cola in the UAE
• UAE psychographics related to Hofstede’s cultural dimensions
• Problem
• Communication Objective
• Target Audience
• The Big idea
3. When did It all start?
• Sold in more than 200 countries Worldwide.
• Established in 1886.
• John Pemberton
• Asa Griggs Candler
4. Coca Cola as a Brand
1. Brand Identity
a. Coca Cola became legendary
b. People associate Coca Cola with feelings of …
2. Brand Personality
a. Trust-worthy Brand
b. Build a long-lasting relationship with its customers
3. Brand Promise
a. Exceed customers’ expectations
7. The Campaign’s Feedback
1. The Campaign’s survey concluded
• That almost half of Coca-Cola drinks are served with food, in Germany.
• 40% of these drinks are consumed in German houses.
• 95% of German families want to spend more time together
• More than two-thirds want to eat at home together more often but only half of the
German people do so.
2. YouTube Viewers’
• 14,474 viewers’
8. UAE psychographics
1. High PDI
2. Collectivism
3. High Masculinity
4. High Uncertainty Avoidance
5. Past and Present Orientations
9. Problem
Coca Cola is not enforcing itself to local
cultures, further adapting to their local
customs; wherein it travels across the globe
carrying a single message.
11. S.W.O.T. Analysis
Strengths Weaknesses Threats Opportunities
1) Popularity 1) Word of mouth 1) Changing health 1) Many successful
2) Well-known 2) Lack of consciousness brands to pursue
attitudes 2) Advertise its less
3) Branding obvious popularity of
2) Legal issues popular products
and easily many Coca Cola’s
3) Health ministers 3) Buy out competition
recognized brands
4) Competition (Pepsi) 4) More brand
4) A lot of finance 3) Most unknown recognition
5) Customer loyalty and rarely seen
6) International 4) Result of low
trade profile or non-
existent
advertising
5) Health issues
Coca Cola is being sold in more than 200 countries worldwide.The Coca Cola company was established in 1886John Pemberton first introduced coca cola as a patent medicineAsa Griggs Candler , a businessman, successfully made Coca-Cola dominant in the worlds “soft –drink market”.
Brand Identity:activeness, energy, joy, passion, and enthusiasm.
Coke deckt den Tisch … in German, means in English: Coke sets the table; this is basically Coca-Cola’s campaign that was launched in Germany, 2009. This campaign carries a collectivistic message for the individualistic society of German; wherein it speaks about bringing the whole family back to the table, further successfully communicating that Coca-Cola is a perfect drink to serve at mealtime. German families usually meet together when they face hard times, where they are more likely to do so at home. http://www.youtube.com/watch?v=Y4XJw8cVv28
In addition, this campaign was broadcasted in different media classes, as discussed before. However the most important one was the one broadcasted as a TV 0.31 sec. commercial. The sample of the commercial was posted on YouTube; in which the video has not reached the YouTube magic 1 million hits, however it attracted more than 10,000 visitors in the first couple of weeks. Specifically speaking, the viewers of the above stated YouTube link were 14,474 viewers’. Note to that, there are several links posted on YouTube that carries the same campaign. Also, the number of viewers of YouTube links alters each and every day; where the numbers of viewers increase each and every day!
However, our main objective, through this campaign is to follow what is said “Go Global … Think Local”’ wherein through this campaign, we intend to think local.
1) MASS CUSTOMIZATION … For targeting Coca Cola in the UAE; mass customization is the strategy to follow, though our target audience is not clearly specified, since we are targeting all of the UAE population.2) COSMOPOLITAN … It should be pointed out that since we’re targeting all of the UAE population we intend to execute our campaign in both the english and arabic languages; so that it would be clear to our population’s arabs vs. non-arabs.
we will apply the same collectivistic values the German campaign used like: togetherness, happiness, group interactivity etc.
To start with, we intend to launch our campaign in Print mediaLater on, the campaign will evolve to be broadcasted as a TV commercial
Basically the print ad will take place in Ramadan’s evening time setting; wherein the UAE family will meet in a tent to eat their traditional food all together and enjoy Coca Cola as a soothing drink.
we will be introducing two campaigns to our target audience living in the UAE; since the population is divided into Arabs and Non Arabs. One of which is in English and the other in Arabic languages.
