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