Coca Cola Essay

Better Essays

1. Consider Coca-Cola’s advertising throughout its history. Identify as many commonalities as possible for its various ads and campaigns. (For a list of Coca-Cola slogans over the years, check out
2. Analyze the “It’s Mine” ad based on the process of creating an advertising message as outlined in the text.
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?
4. 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?

When you think of Coca-Cola, what comes to mind? …show more content…

• You can’t beat the feeling.
• Always Coca-Cola.
• Enjoy!
• Make it real.
• Unity on the Coke side of life.

2. Message strategy – “Good really wins in the end.” This is in some respects a rather odd “big idea.” Contrast this with the early Coca-Cola campaigns that focused on the benefit of refreshment, something that is very relevant to the functional utility of the product. However, nowadays, that is not enough. For many years, there have been numerous alternatives that satisfy the need for quenching thirst. This big idea falls in line with that of more recent campaigns. That is, it drives home an emotional benefit rather than a functional one.

Message execution – There is some support for more than one execution technique. Some may point out “personality symbol” because of the characters involved and the association between Coca-Cola and Charlie Brown. However, the technique of personality symbol is one that generally sees a specific character attached to the brand in a more long-term manner. Some may argue for “mood or image.” Certainly, with this being an emotional ad, there is a mood/image that is being conveyed. But the best argument is likely for “slice of life.” This problem/solution format shows everyday “people” confronting a problem that is solved by the brand. In this case, the problem is presented by two characters fighting over the beverage. The solution is

Get Access