The first advertisement created for the Coca cola company was produced in conjunction with a television special featuring Edgar Bergen and Charlie McCarthy on Thanksgiving day,1950. At that time, Coca cola advertising agency was D’Arcy since 1906. Television advertising then become the medium of Coca cola to promote their products. They struggle to develope strategy to reach consumers at the place which had television station. One approach was sponsor the program that gives opportunity to Coca cola.
Coca cola the sponsor the Walt Disney’s television premiere on Christmas Day,1950, One Hour in Wonderland, and the next three years Coca cola also sponsor the Western program The Adventure of Kit Carson. Years after years Coca cola advertising become more advance and attractive. One of the famous advertising was about the Polar Bear being used for the Coca cola campaign. The title of the campaign was ‘Always Coca cola”. This advertisement has been published on 1993.
Two concepts together in the commercial,was “Northern Lights,” which depicts a magical place where polar bears watch “movies” (the aurora borealis) and drink from bottles of Coca-Cola. This is one of the innovative advertising at that time. Other than that Coca cola also launced a television commercial for muslims fasting month of Ramadhan on 1998. Created by Mccann-Erickson(Malaysia), the commecial was titled “charity”. This Ramadhan commercial has been held by the local agencies in each country.
This charity advertisement ran in twenty islamic country such as Malaysia, Indonesia, pakistan, Egypt and many more. The research showed that the spiritual aspect of Ramadan the emphasis on the values of love, charity and forgiveness. After this succesfull advertisement Coca cola also make many more advertisement such as “Coca cola, Enjoy”, “First Experience” in US, “Snowflakes” and many more. This excelent advertisement help Coca cola to raise their brand as one of the best carbonated soft drink in all over the world.
Celebrity used Why would a company used celebrities to promote their product. One of the reason is to associate themselves with certain image and personality. Coca cola also has used many celebrities become the face of product. Many of the celebrities that have been chosen to be ambassador of Coca cola products is famous and have high popularity in the world. This famous celebrities have been choose be Coca cola want to get close with their fans in order to attract them to buy the product. Some country used the local celebrities to become the ambasaddor.
For example in India they used many popular celebrities to promoted their product such as in 2011 Coca cola have sign Sachin Tendulkar as its brand ambassador. Other than that Coca cola also used Amir khan,Imran khan,deepika padukone and many mora as their ambasaddor. Slogan Advertising slogans are short, memorable groups of word used in advertising campaigns. The advertising phrases are mean to drawing attention from others. The purpose of this phrases is the entity wish to be remembered.
Throughout the years, the slogans used in advertising for Coca-Cola have reflected not only the brand, but the times. Slogans provide a simple direct way to communicate about Coca-Col. Some slogans for Coca-Cola have concentrated on the quality of the product, its refreshing taste, or even its role in entertaining, as in 1948’s “Where There’s Coke There’s Hospitality. ” Coca cola used a different kind of slogan for each country. This slogan is used suit with the local environment. For example the slogans that have been used by Coca cola in US are “open happiness”, “life begin here”, and many more.
Coca cola’s slogan Big event Other that that, Coca cola also involve with the big event that happen in the world. The purpose of this strategy is to convince consumer that Coca cola is a company which is close to them through this events. For example Coca cola sponsor Olympics. Coca cola have been sponsor Olympics games since 1928. Coca cola also become a official sponsor for world cup and also actively involve with the Wimbledon Championship. As we know, this event has billion of viewers and this will gives benefits for Coca cola itself.
In World Cup at Zurich 2010 World Cup final was probably seen by at least 1 billion people. This will gives advantages to Coca cola to promote their products through advertisement at field and many more. Reference- memory. log. gov/ammem/ccmphtml/colahist. html Cocacoladvertising. blogspot. com www. domain-b. com/companies/companies. c/coca-cola businesscasestudies. co. uk/coca-cola-great-britain/within-gms-read-of-desire espn. go. com/sport/soccer/news/-/id/least-I-least. i. billion. saw. part2010-world cup