Coca Cola

Presented by:
Akanksha Gupta
Ritika Mehta
Rajdeep Chakrabort
Priyanka Gupta

John Pemberton:

And Happiness Does

Not Mean

American

Coca Cola- Corporate

Advertising
Throughout the years Coca-Cola has always used slogans to communicate about
the brand. Coca Cola tried to express a positive view of the world
Starting from 1886 Drink Coca Cola to 2009 Open Happiness
The slogans have reflected not only the brand, but the times as well.
Some of the popular slogans are
1906 - The Great National Temperance Beverage
1948 - Where There's Coke There's Hospitality
1986 - Red, White & You (for Coca-Cola classic)
1986 - Catch the Wave (for Coca-Cola)
2003 - Coca-Cola... Real
2005 - Make It Real
2006 - The Coke Side of Life
2009 - Open Happiness

Make It Real
Campaign

Campaign designed to appeal to the youth to

Make it real i.e. to the emotion of freedom and
free will
Promoted using competitions promising winners
to appear in the Teen People Magazine
The campaign was replaced as it failed to appeal
to other demographics in the customer market

Coke Side Of Life

Campaign

"Coke Side of Life" launched in 2006 to revive

sales of Coca-Cola by taking the focus back
to Coke initial brand promise of happiness.
It associated Coke with
Positivity
Optimism
Fun

Main Objective - make Coke more relevant to

customers by creating a multi-cultural platform
in markets across the world

Open Happiness
Campaign

Music plays a central role in the campaign.

Theme- open a coke and share a little happiness
Launched specifically after the global recession to
call out an action i.e. to take a pause and hit the
refresh button and enjoy the little pleasures of life
with a coke
The new campaign has both a high-minded purpose
i.e. remind consumers of simple pleasures and a more
practical one i.e. to grab a bottle of coke and enjoy it

Coca Cola Super Bowl video

https://www.youtube.com/watch?v=R
OEfC5-OA4w
Coca Cola Summer Commercial
https://www.youtube.com/watch?v=bg
_zxsxyKyM

Coca Cola Belgian

health crisis

Progress of Events
8

Strategy
Cokes strategy was mainly divided into two phases:
Phase 1: Research and Cooperation with the health
ministry
Phase 2: Aggressive image restoration campaign

Actual cause

MSI (Mass
Sociogenic Illness)

Several
At
Mostly
Snowballing
Vague
Odour
suchconstitutional
school
low
foodconcentration,
of
contamination
children
complaints
and
reported
transient
reported
outbreaks
thesymptoms
symptoms
symptoms we

Consequences
Coca colas 2nd quarter income in 1999
dropped by 21% to $942 Million
Crisis recover expenses and decreased
profits were about $ 200 Million
5% decline in bottlers revenue
6% decline in operating profit

Analysis
Delayed response: The apology came after a week.

Public Relations at Coca

Cola
Crisis Communication
Food-centric
Media
Lifestyle
relations
public
relations
relations

Famous PR Campaigns
Issue

PR Campaign

Soda ban in NYC

Individual freedom

Dubais migrant labourers

Coca cola happiness

machine

Preference to Healthier
lifestyles

Happiness is Movement

Bad state of parks in

America

America is your park

Extra baggage

Wish upon a coke

Share A Coke
Campaign

Results

7%

2
milli
on

870
%

760
00

400
000