Essay about Coca Cola Marketing Report

1368 Words 6 Pages
Coca Cola's mission statement is broad and impressive, including, "To refresh the world", "To inspire moments of optimism", and "To create value and make a difference". These goals are a big part of the company's marketing campaign, which includes memorable slogans like “I’d like to buy the world a Coke”, “Have a Coke and a Smile”, and the most recent “Open Happiness”. All of these campaigns express a broad theme in order to connect with people from all cultures and backgrounds. Coca Cola has always had a diverse marketing strategy that includes TV commercials, live events, and most recently internet advertising.

In early days, Coca Cola's marketing was primarily through print and radio. May 29, 1886, the first print advertisement for
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Coca Cola's TV endeavors were fairly small until 1956 when they switched advertisement agencies to McCann Erickson. The number of ads and their production standards increased significantly from 1956 to 1963. In 1963, McCann developed the "Things Go Better with Coke" campaign, which proved to have worldwide appeal. The expression deliberately translated readily into every major language, turning it into one of the first successful international advertising campaigns.

Coca Cola has a history of using their marketing power to send messages about real world issues, which fully embraces their mission statement. In the mid-1970s, the United States was in a state of political uncertainty due to the Watergate scandal and the resignation of President Richard Nixon. They took this as a challenge to remind Americans of their country's positive values. The "Look Up, America" campaign showed scenes American's could be proud of. These commercials showed scenes from typical American life, from professional athletes to ranchers. Each commercial had an announcer who said, “no matter what you’re doing or where you are, look up for the real things.” These commercials slowly evolved into a new cheerful campaign to celebrate the countries bicentennial birthday 1976. In 1979 Coca Cola introduce one of the most memorable commercials of all time, featuring Mean Joe Greene.
These television campaigns slowly evolved while making Coca Cola one…