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 http://en.wikipedia.org/wiki/Coca-Colaslogans.) 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? It wouldn’t be surprising if you thought first of Coke ads. In the history of advertising, perhaps no other company has had such a strong and continuous impact on society through advertising. Not only have Coke’s ads been successful at selling its soft drinks, but decade after decade Coca-Cola’s ads and campaigns have influenced our very culture by making their way into the hearts and minds of consumers.
Early years: Satisfying hydration needs. Various ad slogans from Coca-Cola’s early years revolve around the functional benefit of thirst quenching. These include: •
Good ‘till the last drop.
Thirst knows no season.
Pure drink of natural flavors.
The pause that refreshes.
Sometime around the mid-1900s, Coca-Cola added to the idea of refreshment. One of the common themes of its ad during this period is that of Coca-Cola enhancing life: •
The best friend thirst ever had.
Coca-Cola goes along.
Whoever you are, whatever you do, wherever you may be, when you think of refreshment, think of ice cold Coca-Cola. •
Where there’s Coca-Cola, there’s hospitality.
Coca-Cola…along the highway to anywhere.
What you want is Coca-Cola.
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