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Coca Cola spurs customer response
Adrea Cloepfil
Marlena Chan
Coca-Cola advertising
Coca-Cola – top brand of 2006 How do they do it?
RecognitionReference groupsAIDAPeripheral-route processing / Event marketing
Celebrities, imagery and emotion
Recognition
Polar Bears In 1993, The Coca-Cola Company made a
dramatic shift in its advertising by introducing the "Always Coca-Cola" campaign, by Creative Artists Agency and later Edge Creative. The campaign was a diverse one, with an initial run of twenty-seven commercials designed to appeal to specific audiences.
Recognition
Hilltop ad “It’s the Real Thing” - Beginning with a hit song, the
new campaign featured what proved to be one of the most popular ads ever created.
“I'd like to buy the world a home and furnish it with love, Grow apple trees and honey bees, and snow white turtle doves. 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. It's the real thing, Coke is what the world wants today.”
Recognition
Original Coke bottle 2006 marks the 90th
anniversary of the Coca-Cola® contour bottle
Classic red and white colors
Reference groups
Family and friends Word-of-mouth Corporate, schools Celebrities, athletes
AIDA
FIFA World Cup ad Attracts football viewers Spurs interest in the ad by featuring a
famous footballer Desire to drink Coke Watch (action) the ad and buy the
collectible Coke cans
Peripheral route-processing and Event marketing Celebrities and Events
Coke “Stageside” concertsAmerican Idol
“Coke – the simple side of life”Appeals to all generationsTugs at the heartstrings
Coca-Cola = success
“First taste of Coke”
Sources
http://memory.loc.gov/ammem/ccmphtml/colaadv.html http://memory.loc.gov/ammem/ccmphtml/colahist.html http://0-plinks.ebscohost.com.oasis.oregonstate.edu/
ehost/detail?vid=10&hid=1&sid=50d275b0-9acc-4acd-9a00-04cd5b0b88e6%40sessionmgr4
Duncan, Tom. Advertising & IMC. McGraw-Hill/Irwin, NY: 2005. Pgs. 136-145.
http://www.youtube.com http://www.coca-cola.com