Well, the drink - and, consequently, the brand - has been around since 1886. Companies don’t survive that long without both quality products and consistent, effective advertising. This ad is just one of the hundreds, if not thousands of Coca-Cola advertisements that wants people to associate Coca-Cola with love, happiness, and family. That way, when people are shopping, they’ll see bottles or cans of Coke and subconsciously remember how happy and pleasant those Coca-Cola ads made them feel. Then, they’re much more likely to purchase the products.
If you can't compete on good prices, you'll need innovative products and ideas to make your business stand out from the crowd of competition. Coca-Cola have had the Coke product for so long that they need to express their innovation through marketing because they cannot change the way their products are produced, and potential customers will have no drive to buy from them if there is no element of differentiation from competitors. Coca-Cola has really done a good job recently with their campaigns. They have done an incredible job at connecting with their audience through understanding their motivations and the nostalgic feelings behind craving a can or bottle of Coke. Another impressive aspect of recent campaigns is the attention that Coke puts into making each message global.
The goal of working strategically with brand image is to ensure that consumers hold strong and favorable associations of the brand in their minds the brand image typically consists of multiple concepts, perception, because the brand is perceived cognition, because that brand is cognitively evaluated; and finally attitude, because consumers after perceiving and evaluating what they perceive form attitudes about the brand. 3.2.8 Brand Loyalty Achieving a high degree of loyalty is an important goal in the branding process. Loyal consumers are valuable consumers because it is much more expensive to recruit new customers than nursing and keeping existing ones. Brands are important vehicles when building consumer loyalty as they provide recognizable fix points in the shopping
Coca Cola: Share a Coke and Happiness 1. Introduction: Coca Cola Share a Coke This Summer Has anyone ever told you you can’t buy happiness? According to the makers of Coca-Cola, all the happiness you need can be purchased at the wee cost of a dollar and some change. When one buys a bottle of Coca Cola, one’s getting far more than simply a bottle of delicious high fructose corn syrup flavored water; embedded in that purchase is the promise of friends, fun, summer loving, and so much more. Coca Cola’s “Share a Coke This Summer” advertisement seeks to sell happiness in every bottle with “Open Happiness” concluding the advertisement video.
Co-branding helps the brands to share the same platform, in which the higher valued brand can rub off on the lower valued brand bringing its worth up. The brand image and power of one can help other brands in skipping steps creating the perception of equal value. In other words, it becomes a signal for customers that the primary brand has invested or sought to be a part of other brands, which recognizes those brands equal
It is vital for the companies to make eye-catching adverts to be able to compete with others, expand the market, increase the sales and enhance the goodwill. Only the effective advertising helps the image of the company stick in the mind of the consumer. Bigger corporates like coca cola
Our motive is to make Coca Cola reasonable and acceptable to the people quenching their thirst and providing them with a perfect moment of relaxation. By doing this we make it possible for the 5.6 billion people to get away Coca Cola. COCA COLA NOW: This Coca Cola Company’s goal is to provide magic every moment someone drinks one of the more than 500 brands. The Coca Cola Company has fans from Boston to Budapest to Bahrain, drinking brands such as Ambasa, Vegitabeta and Frescolita. From the very start when only 9 drinks were served in a day, Coca Cola has grown to the world’s most famous brand with more than 1.7 billion beverage serving sold per day.
The ‘Share A Coke’ campaign had successfully taken off in other territories previously so the brand adapted this campaign in the US to the teenage audience in order to show them how ‘fun’ it was to get a bottle of Coke with your own name on it. Two elements differentiated this campaign from similar campaigns ran in different territories. Firstly, the packaging was of integral importance as there was evidence that stated teenagers were not buying the product so they had to work with the product to develop a feature that would draw the audience to the product and in turn make them buy it. Secondly, the interactive hashtag #ShareaCoke created a depth and breadth of content and ways for teens to get involved and use the ever expanding realm of social media to amplify the idea. The success of the campaign was in black and white with results stating that 1.25 million more teens tried a Coke during the following summer and sales of participating Coca-Cola packages rose by an incredible 11% in the US.
Coca-Cola creates value to its brands and with good performance to convince people to buy their products. The company heavily invested lots of capital to advertise the products all over the world. While earning good profit, innovation still one of the important strategies in Coca-Cola to gain more wealth. Different new products and packages could attract people to buy. For instance, to run a success business, a firm must know how to dissolve in different culture.
Later, in 1904, it was changed for more catchy one “Delicious and Refreshing”. Referring to non-alcoholic laws in USA in 1906, Coke’s slogan was “The Great National Temperance Beverage”. Slogans of 1917 “Three Million a Day” and 1925 “Six Million a Day” shows us the popularity of this soft drink . It’s interesting to know that by 1997 the amount of consumption became more than a billon per day. The establish of the new Cola in 1985 leaded to introducing more then one slogan.