Another Advertising HitSubmitted by, Group no 2

Case summary

• What comes to your mind when you think of coca-cola ,“ coke ads”.

• company has had such a strong and continuous impact on society through advertising.

• ads not only resulted in increased sale but Influenced the culture as well.

• Coke ads have been creating an impact on the customers mind and thought .

Contd…Advertisement history

• In the 1920s, Coca-Cola shifted its advertising strategy, focusing for the first time on creating brand loyalty.

• Coke’s 1929 campaign slogan was, “The Pause that Refreshes.” slogan remains number two on Advertising Age’s top 100 slogans of all time.

• In 1931, the popular santa ad was lunced, it helped in creating an image for santa.

• Coca-Cola’s 1971 “Hilltop” campaign, Famous song “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.” The song was released as a pop-music single.

• The jingle’s tagline, “It’s the real thing,” served as the foundation for Coke ads for years.

• “Best Super Bowl Ads” , Featuring Mean Joe Green • Different slogans were adopted after that , “Coke

is it?” ,“Can’t Beat the Feeling?” • Certainly you would remember the jingle made

famous in 1990 Famous slogan “Always Coca-Cola.” • From 1886 since its start up , coke ads created

many hits and had a great impact on the customers.

• In the new millennium struggle to create ads that resonated with younger folks while at the same time appealing to older consumers.

• The company’s ads we’re routinely out-pointed by those of rival Pepsi.

BACK TO THE BOWL• Coca-Cola turned on to the advertising

events—the Super Bowl. • It was a risky shot there was cases f

success as well as failure.• In 2008 super bowl ,Balloon ad, came up

the hit slogan “it’s mine “and new ad focused on two particular characters- Stevie Griffin and Underdog(cartoon character”).

• Coke’s balloon ad had 350 blog posts while Pepsi’s ads had only 250. And spot won a Silver Lion at the Cannes Lions festival.

Based on the inter brand publishers , coca – cola held a post to be in the world most valuable brand ever after its commencement of the award.

About the companyCoca-Cola or Coke is

a carbonated soft drink sold in stores, restaurants, and vending machines in every country except Cuba and North Korea.

It is produced by The Coca-Cola Company of Atlanta, Georgia land.

Invented in the late 19th century by John Pemberton.

Coke dominated the soft-drink market throughout the 20th century.

The most of these is Diet Coke, with others including Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special versions with lemon, lime or coffee.

Based on Inter-brand's best global brand 2011, Coca-Cola was the world's most valuable brand

Coke slogans in india

India" ठं�डा� मतलब Coca-Cola!" ("Cold

means Coca-Cola!") (2000s)" पीओ सर उठं� के� " ("Drink with pride")" जो� चा�हो� हो� जो�ये�, के�के�- के�ल� enjoy!"

("Whatever you wish will come true, enjoy Coca-Cola!")

"Burrrrrrrrr" ("Refreshment" )(2011)

"Open Happiness” (2012)

Q1. Consider Coca-Cola’s advertising throughout its history. Identify as many commonalities as possible for its various adsand campaigns?

Refreshment….Year Slogan Country

1904 Delicious and refreshing America and Canada

1924 Refresh yourself America and Canada

1929 The Break That Refreshes Spain

1959 Coca-Cola refreshes better Spain

1961 Be really refreshed Australia and New Zealand

2002 Segarnya Mantap (Feel Refreshed) Indonesia

2010 Twist The Cap To Refreshment America and Canada

Coke……Year Slogan Country

1941 Coca-Cola is Coke America

1952 What you want is a Coke America and Canada

1977 Coke Adds life Spain, Philippines

1982 Coke is it! America, Australia and NZ

2007 Live on the Coke Side of Life America, Australia, NZ, Japan and UK

Thirsty……Year Slogan Country

1922 Thirst knows no season America and Canada

1938 Thirst asks nothing more America and Canada

1939 Coca-Cola has the taste thirst goes for America and Canada

Cold……Year Slogan Country

1932 Ice-cold sunshine America and Canada

1958 The Cold, Crisp Taste of Coke America and Canada

2000 Cold means Coca-Cola! India

Q.2) Analyze the “It’s Mine” ad based on the process of creating an advertising message as outlined in the text.

It’s Mine Ad

• This ad was conducted in Macy’s Thanksgiving Day Parade In New York City

• The spot cost $2.3 million to make it.• High expense for thed shoot.• Recieved more buzz and sizzle than any

other Coca-Cola ad in its history.

Advertising Message Creating Process 1.Break through - In between the two character

balloons in New York Skyline, a huge coke balloon was placed.

It was a creative and imaginative ad Usage of well-known cartoon characters was an

attractive move by the company.

2.Message strategy- The ad was supposed to make an impressive impact on the consumers.The major purpose of the ad is to attract more customers to buy the product.

3.Execution of message-The execution style adopted by Coca-Cola is personality symbol.

They used two cartoon characters in Stewie and Underdog.

Another character in the form of Charlie Brown, taking away the Coke bottle stirred the customers to go for it.

4.Messages that are consumer-generated- encouraged the consumer’s involvement . Made them talk about coke. The tagline “It’s Mine” was very tempting for

consumers to purchase it.

3. Discuss issues of selecting advertising media for the “it’s mine” ad. How might this process differ from that of other Coca-Cola campaigns? From other campaigns for other companies?

“ITS MINE AD”

• TV ad, “It’s Mine”, was a huge cost involved ad. It was the difficult ad Mr. Curtis has ever produced.

• “It’s Mine” was a collaboration of realistic and overstatement act on famous Macy’s Thanksgiving Day Parade. 

• Cost involved, target audience and practicability was some of the challenges faced by its mine ad.

The attractiveness of the ad…..◦A picture or photo wont have that much attractiveness than a moving ad.

◦Cartoon characters will attract more people especially kids.

Kind of media possible for this ad are…◦Television◦Internet◦Magazine◦Newspaper

Ad was different from other campaigns...There was no specific target

market. It was applied for all.A huge cost was incurred for this

ad.All type of media was utilized

well.It was the top ad among those

which was aired on 2008 gridiron match up.

There was many viewers for this ad in YouTube.

Q4) Based on the information in this case, How might Coca-Cola measure the effectiveness of the “It’s Mine” ad?

What else might Coca-Cola want to measure?

Effectiveness of “its Mine” adThe effectiveness and believability of

“Its mine” ad, begins with it's application of inanimate objects.

Both Coca-Cola and Wieden & Kennedy thought that the ad features very subtle and "wind-induced" acting.

There was also a little cheating or unrealistic events evident through out the ad

Coca cola believed that the ad communicated the desired message perfectly while bringing out the kind of warm emotions that were missing for decades.

Success through the ADThough “It’s Mine” ad achieved more buzz ,sizzle and success rates compared to the other ads in the history, Coco-Cola was concerned of the fact whether it gave an intended effect on the consumers.

Coca-Cola has always sought to express a positive view of the world through their drinks by advertising.

By conducting various surveys, over half of people say it's the taste that makes them smile and Coca-Cola has been held at the top spot.

It was also considered world’s most valuable brand at $65 billion.