branding brief on coca cola and new coke

THE BIG MARKETING

MISTAKE WITH NEW COKE

Most popular carbonate

SOFT DRINK in the world

Recognized by EVERYONE

around the globe

More than 200 COUNTRIES...

Well-known and WELL-

LOVED brand

BACKGROUND

Created as a patent medicine

by John Pemberton

First TV ad

Coca Cola Export

Corporation

Launched the NEW COKE with

new flavor

1886 1950

1926 1985

Target Irrespective of age, sex, and geographical location

Part of a daily lifeTonic and refreshing non-alcohol drink

Diet CokeCoca Cola Cherry

Coca Cola ZeroCoca Cola Vanilla

Coca Cola Lemon

NEW COKE !

ALL STARTED WITH THE FAMOUS

COMPETITOR…

Brands proliferation around the

world

Pepsi, a trigger component

They won taste tests sweeter

Created competitive advantages

Tests approved by

190 000 PEOPLECreated a new

formula to compete with

Pepsi

"We set out to change the dynamics of sugar colas in the United States, and we did exactly that -- albeit not in the

way we had planned.“ – Roberto Goizueta

TakingIntelligen

t Risks

CONSEQUENCES

Mistake from Coca Cola losing sight of what the brand meant to consumers

Social risk and psychological risk

Consumer offered their trust and loyalty disappointed

Many reactions old coca cola drinkers of American association, sales of vintage Coca-Cola Bottles, huge amount of call & emails every day

COCA COLA CLASSIC CAME BACK !

WHAT DID THEY GET WRONG ?

ICONIC BRAND PROBLEM

«  If you drink New Coke you are not american anymore »

Management team was unprepared for public ‘s nostalgia

The taste is associated with

identity of the Coke

« If you change the taste of the coca Cola Classic you change the brand image »

BRAND IDENTITY AND BRAND IMAGE

When we say Coca Cola, consumers think about...

AMERCIAN ICON

FRIENDS

PLEASURE

SANTA CLAUS

ARMY

HERITAGE

CRISISRED & WHITE

HAPINESS

AVAILABLE EVERYWHERE

AUTHENTIC

SODA WITH SUGAR

BRAND DEFINITION

“A name, term, sign, symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of

sellers and to differentiate them from those of competition”

From American Marketing Association

BRAND ELEMENTS BRAND NAME LOGO SLOGAN CHARACTERS URL PACKAGING JINGLES

Coca-Cola

Coca leafs & kola nuts

New Coke « The Best just got

better »Coca Cola

Classic « Red, White and You »  NOW Taste the

feeling

Santa ClausWhite bears

Endorsement : Lillian Nordica

Bill Cosby, Tailor Swift

Selena,Penelope

Cruz, Courtney Cox

http://www.coca-colacompany.com/

The rise of the “Red Disc”-essentially a flat, red circle paired with the white Coca-Cola Spencerian Script logo

STRONG BRAND IMAGE – High degree of identification

EMOTIONAL ATTRIBUTES OF THE BRAND - Emotional modifier : fun ; descriptive : family and friend, functional benefit : beverages

BRAND BEHAVIOR « inspire moments of optimism and happiness »

BRAND BELIEF   « We believe in the uplifting power of happiness  »

SOCIAL INTERACTION & INSPIRED INNOVATIONSTRONG FEELING FOR THE BRAND – Consumers are looking for what Coca Cola represents (not only the taste)

Elixir of America

SOLUTIONS

When they launched NEW COKE, they should have ….

Invested more in marketing & advertising Designed a better packaging Created a line extension for a New Coke

and not replace Coca Cola Classic

“Brand loyalty is an important factor in maintaining the number one position”

HOW IS COCA COLA IMPROVING ITS

BRAND IMAGE TODAY?

« Priority for Coca Cola: promote clear facts by providing transparent nutrition information »

Context Media transformation with the rise of digital & nontraditional communication

Strong ads & Marketing More money in marketing than on the product itself

Create Line Extension Different product for different needs

Innovativeness, Aesthetic product

To be connected very well with their consumers

GOALS

To Increase brand awareness and loyalty with Advertising, social media and sport events

To remain leader in soft-drink

TV ADS 2016

SOCIAL MEDIA COCA COLA

EVENTS

FIFA World Cup

Rugby World Cup

UEFA EURO

London 2012 Olympics Games

And this year …Olympic Games in Rio, Brazil

SUMMARY SLIDE& REFERENCES

PARTS TITLE

1 BACKGROUND

2 NEW COKE !

3 CONSEQUENCES

4 WHAT DID THEY GET WRONG

5 BRAND IDENTITY & BRAND IMAGE

6 SOLUTION

7 HOW IS COCA COLA IMPROVING ITS

BRAND IMAGE TODAY?8 SUMMARY SLIDES

Instagram Coca Cola Company

https://www.instagram.com/TheCocaColaCo/

Facebook Page Coca Cola

https://www.facebook.com/cocacolaindia/?ref=br_rs

Coca Cola Facts

https://www.worldofcoca-cola.com/about-us/coca-cola-facts/

New Coke

http://www.coca-colacompany.com/stories/coke-lore-new-coke

Coca-Cola's Big Mistake

http://www.sodaspectrum.com/newcoke.html

Celebrity Endorsement

http://www.nndb.com/company/371/000058197/

REFERENCES

DISCLAIMER

Created by Marie Rouxel, in 2016 during the PGP Brand Management course at IIM Lucknow by Prof. Sameer Mathur