Marketing Campaigns (for the past 50 years)

1963

"Things Go Better With Coca-Cola" was introduced in the form of a jingle sung in Coke

spots by such groups as the Supremes, Jan & Dean and the Moody Blues. It went on to

become the theme of several campaigns.

Effect: The original jingle was so versatile that other popular artists of that time were

able to match the lyrics to their most popular things. For example, the melody of "Baby

Love" by The Supremes was taken, and the women sang the "Things Go Better With

Coke" lyrics instead of their own. The song created a Last Song Syndrome effect to

the public and by that marketing strategy, The brand Coca Cola became known to

the public.

1970

After 10 years of "Things Go Better," Coca-Cola changed its ad strategy, in 1970

launching "It's the Real Thing," ranked No. 53 on Advertising Age's list of the century's

best ad campaigns. The jingle that accompanied the effort was itself ranked No. 9

among the top 10 jingles of the century. One spot in the campaign, "Hilltop," featured

children of different nationalities walking together in formation on an Italian hilltop,

photographed from the air.

During the 1970s, the company faced aggressive competition from Pepsi-Cola Co. To

counter "The Real Thing," Pepsi introduced "The Pepsi Generation," associating Pepsi

with youth and free spiritedness; the marketer also began its "Pepsi challenge," which

invited consumers to compare Pepsi and Coke for themselves in blind taste tests.
Effect: The ad is recognized by many people. It was filmed on an Italian hillside, and all

of the people are singing a familiar songs: "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."

This ad held the ideals that Coke ads from years before have held. It had a world

appeal, and it associated Coke with friendship.

1979

Coca-Cola countered with "Mean" Joe Greene in a TV spot with sentimental appeal. In

the spot, a dispirited Mr. Greene tossed his jersey to a young admirer, who shared his

Coke with the Pittsburgh Steelers football player. "Have a Coca-Cola and a smile"

debuted as the tagline of this spot. Later Coca-Cola efforts, however, including "Coke Is

It" (1982) and the worldwide "Always Coca-Cola" from Creative Artists Agency (1993),

were more successful in winning market share. In 1981, Roberto Goizueto, who was

credited with many of the company's successes over the next two decades, became

chairman-CEO of the company.

Effect: This ad was not only popular in the United States. Other countries took the

concept of the ad and applied it to the sports stars of their own homelands.

1980-1985

The sugary soda market began to decline. Executives at Coca-Cola wondered, "Are

people getting tired of Coke?" This notion, along with increased competition from Pepsi,

prompted Coca-Cola to take a drastic measure. The research and development team

kept a new soda under wraps from nearly everyone, even the bottlers. The team found
that among test group after test group, "New" Coke was winning against Classic Coke

in blind taste tests. However, researchers failed to mention one thing to their test

subjects: The New Coke that they thought tasted better would completely replace the

Classic Coke

On April 23, 1985, New Coke was launched, but not without backlash from Classic Coke

lovers.

Effect: A group called the Old Cola Drinkers of America formed, and in July Coke had

about 8,000 calls a day expressing their anger over the new formula. In addition, angry

letters poured into Coca-Cola headquarters every day.

The problem with New Coke was that it broke tradition. By 1980, Coke was an

identifiable icon, and changing the taste was almost like changing people's lives. The

taste of New Coke probably didn't offend them the most; it was the idea of New Coke

that hurt fans of Coca-Cola. On July 10, 1985, it was announced that Coca-Cola classic

would be returning to store shelves.

1993

The popular Always Coca-Cola advertising campaign was launched in 1993, and the

world met the lovable Coca-Cola Polar Bear for the first time.

Effect: New markets opened up as Coca-Cola products were sold in what was formerly

East Germany in 1990 and returned to India in 1993.

1997
New beverages joined Coca-Colas line-up too, including Powerade sports drinks and

Oasis fruit drinks. Coca-Colas family of brands further expanded through acquisitions,

including Limca, Maaza and Thums Up in India, Barqs root beer in the US, Inca Kola in

Peru and Cadbury Schweppes beverage brands in more than 120 countries around the

world.

Effect: Coca-Cola already sold one billion servings of its products every day yet

recognized that opportunity for growth was still around every corner.

1998

"Obey your thirst campaign started and the Lemon-Lime Sprite was introduced, a new

brand of Coca Cola Co.

Effect: Its sales grew faster than any other soft drink in the U.S. Sprite's marketing

strategy, developed with Lowe & Partners, sought to get consumersespecially the

youth market.

21st Century

The Coca-Cola Happiness Machine

Despite the rather naff name, this simple idea managed to attract a huge amount of

online buzz for Coca-Cola.

The Happiness Machines are classic Coke vending machines that dish out treats

including drinks, pizza, flowers and sandwiches.

While some give away the freebies to all-comers, others require a specific action to

earn a reward. For example, one in Singapore required a hug before it would dispense

a free drink, while another in Belgium was dance-activated.

Effect: Coca-Cola then videoed peoples reactions and put the footage on

YouTube, earning it millions of views and tons of goodwill towards the brand, all for what

appears to be a relatively low level of investment.

London 2012

The campaign was called Move To The Beat, and the idea was to use music as the

critical element of the storytelling.

Effect: Overall the campaign yielded some impressive results:

There were more than 25 million video views in total across desktop and mobile.

1,220 people subscribed to the channel.

Coke was the second most talked about brand during the Games.

It achieved 242 million social web impressions, 39 million impressions on

Facebook and 546,000 impressions on YouTube and Beat TV.

Move To The Beat was mentioned 246,000 times on Facebook.

Coca-Cola attracted an additional 1.5 million Facebook fans and 21,000 Twitter

followers.
 The campaign achieved 245 million search impressions, 461,000 clicks and a CTR

of 0.2%.

Super Bowl 2012

In 2012, Coca-Colas Super Bowl ad campaign involved two polar bears that reacted

to events on the field in real time.

Effect: By the third quarter of the game more than 600,000 people were watching the

live stream, spending an average of 28 minutes watching the footage.

Overall a total of nine million consumers had viewed the campaign across various

platforms.

Coke Zone

Coke Zone is a rewards programme launched in 2008, setup with the aim of capturing

customer insights, encouraging customer engagement and helping with global CRM

efforts.

Effect: The results were very impressive:

The email newsletter receives above industry-average open and click-through

rates (29% and 6% respectively) with loyalty communication offers rising to an

open rate of 49% and a click through rate of 71%.

From November to December 2008 the Coke Zone site achieved the highest

unique monthly visitor numbers of any grocery brand website.

 Monthly site statistics show that dwell time averages nine minutes, and prize draw

entries total 116,497.

Share A Coke

It goes without saying that Share A Coke is one of Coca-Colas most noteworthy digital

campaigns.

Its such a simple idea, yet the response has been amazing and its now a global

campaign that has been running for around two years.

Effect: The campaign was originally trialled back in 2011, resulting in a 7% increase in

sales. It also earned a total of more than 18 million media impressions, and traffic on the

Coke Facebook site increased by 870%, with page likes growing by 39%.

Tweet Your Christmas Wish

For Christmas 2011 Coca-Cola gave people the chance to have their tweets displayed

on its giant neon sign in Piccadilly Circus.

Effect: In 2011 there were 94 tweets per day, twice as many as in 2010, with a total of

864 tweets displayed.

Overall there were 6,278 total webcam views, which isnt really a startling amount, but

its still quite a neat campaign.

If I were the CEO of the Coca Cola Company, I would make a cellphone game

application, focusing Coca Cola. It will be free and it can be downloaded everywhere

and in anytime with the presence of a Wifi Connection. The promotion application Ill
use is the technology, specifically, through cellular phones that everybody have. This

will help the companys sales because everyone can play it and be involved on a

game with Coca Cola.

 Coca Cola Companys Marketing Campaigns

(for the past 50 years)

Submitted by: Submitted to:

Dizon, Ericka Joy D. Sir Mike Aniceto