Coca-Cola Case Study

1. Case study
By
Sophie Thomas

2. Contents
• Coca‐Cola: 3‐12
• Competitors: 13
• PepsiCo: 14
• Campaign: 15‐16
• Analysis of the Print Advertisement: 17
• Print Advertisement: 18
• Content of the Advert: 19‐21
• Advertisement: 22
• Target Audience: 23‐25
• Legal and Ethical: 26‐29
• Music: 30

3. Coca‐Cola
• Produced: Coca‐cola company of Atlanta, Georgia. It is just often spoken of
as Coke.
• Manufacturer: The Coca‐Cola Company
• Country of Origin: United States
• Introduced: 1886
• Flavours: Cola, Cola Cherry, Vanilla, Green Tea, Lemon, Lemon Lime,
Orange and Raspberry.

4. Coca‐Cola
• Coca‐cola is a carbonated drink made by the Coca‐Cola company in
Atlanta. The brands name originates from the two main ingredients used‐
cocaine and caffeine, which are extracted respectively from the coca leaf
and the Kola nut, giving why the name is Coca‐Cola.
• Coca Colas logo was created by Frank Mason Robinson in 1885.
• The front in the logo is known as Spencerian script, this flourished from
1850‐1925 in the United States.
• The lettering of the logotype is also very similar to a font called Coca Cola
ii.

5. Coca‐Cola
1882‐1892
• Began in 1886 from the curiosity of an Atlanta pharmacist, Dr. John S.
Pemberton, who created a flavoured syrup, took it to his neighbourhood
pharmacy where it was mixed with carbonated water.
• Frank M. Robinson is credited with naming the beverage "Cola‐Cola" as
well as designing the trademarked, distinct script that is still used today.

6. Coca‐Cola
1893‐1904
• Asa Chandler transformed Coca‐Cola from an invention into a business. He
gave away coupons for complimentary first tastes of the drink. People saw
the product everywhere, the aggressive promotion had worked so by 1895
Chandler had build syrup plants in Chicago, Dallas and Los Angeles.
• In 1894, Joseph Biedenhard became the first to put Coca‐Cola in bottles.
• In 1899, Benjamin Thomas and Joseph Whitehead secured exclusive rights
from Candler to bottle and sell the drink for only one dollar.

7. Coca‐Cola
1905‐1918
• As copycats were taking advantage of Coca‐Colas success, they decided it needed to be protected so
advertising focused on the authenticity of Coca‐Cola. Urging the consumers to 'Demand the genuine' and
'Accept no substitute'.
• They also decided to create their distinctive bottle shape to assure people it was the Coca‐Cola product
they were getting.
• The Root Glass Company of Terre Haute, Indianna designed the glass.
• In 1916 they began to manufacture the famous Contour bottle, which remains it's original shape today.
• In 1900 there were two bottlers of Coca‐Cola; by 1920 there were around 1000.

8. Coca‐Cola
1919‐1940
• In 1923 Robert Woodruff became the companies president. As Chandler had introduced the
US to Coca‐Cola. Woodruff spent over 60 years as the company leader, introducing the
beverage to the world.
• Woodruff led the expansion of Coca‐Cola overseas, in 1928 introduced Coca‐Cola to the
Olympic Games.
• He pushed development and distribution of the six pack and other ways to make it easier for
people to drink the product at home or away.
• This new thinking has made Coca‐Cola not only a huge success but a massive part of people's
lives.

9. Coca‐Cola
1941‐1959
• Woodruff ordered that every man in uniform got a bottle for five cents, where ever he is and
what ever it costs, as America entered WWII
• During the war, many enjoyed their first taste of the beverage and when peace finally came,
Coca‐Cola could do business overseas.
• From the mid 1940s until 1960, the number of countries with bottling operations nearly
doubled.
1960‐1981
• After a successful 70 years, the company Coca‐Cola decided to expand with new flavour.
Fanta, developed originally in the 1940s was introduced in the 1950s, Sprite followed in 1961,
TAB in 1963 and Fresca in 1996.
• Coca‐Cola found a home in Cambodia, Montserrat, Paraguay, Macau, Turkey and more.
• Advertising came into place in the 1970s, reflected a brand connected with fun, friends and a
good time. The international appeal for it was shown by a 1971 commercial, a group of young
people worldwide came together on a hilltop in Italy to sing I'd like to buy the world a coke.

10. Coca‐Cola
1982‐1989
• In 1981 Robert C Goizueta became chairman of the board of directors and CEO of the Coca‐
Cola Company. He completely overhauled the company with a strategy that he called
'intelligent risk taking'.
• He organised the US bottling operations to a new public company, Coca‐Cola Enterprises Inc.
He also led the introduction of Diet Coke, the first extension of the Coca‐Cola trademark.
• In just 2 years it had become the top low calorie drink in the world
• In 1985, there was a new taste for Coca‐Cola, the first change in formulation I'm 99 years,
commonly known as New Coke.
• The original formula was returned to the market as Coca‐Cola classic, the product began to
increase to the lead over the competition, which continues to this day.

11. Coca‐Cola
1990‐1999
• The 1990s was a time for the continuing growth of The Coca‐Cola Company. Their long
association with sports was strengthened during the 10 years, from ongoing support of the
Olympic Games, FIFA World Cup football, the Rugby World Cup and the National Basketball
Association.
• The introduction to the popular Always Coca‐Cola advertising campaign happened in 1993,
the world then met the Coca‐Cola Polar Bear.
• More markets opened as Coca‐Cola products were being sold in East Germany in 1990 which
returned to India in 1993.
• New drinks joined the line up, such as Powerade sports drinks and Oasis fruit drinks. Coca‐
Colas family of brands expanded even more with acquisitions including Limca, Maaza and
Thumbs up in India, Barq's root beer in the US, Inca Kola in Peru and Cadbury Schweppes
beverage brands in over 120 countries worldwide.
• By 1997 Coca‐Cola had sold one billion servings of their products each day, they knew that
opportunity for more growth was always around each corner.

12. Coca‐Cola
2000‐Now
• In 2009 they launched Live Positively, a public commitment to making a positive difference to the world by
creating a new way they work and live. This includes goals for providing and tailoring beverages for every
lifestyle, supporting active and healthy living programmes, building sustainable communities, reducing
and recycling the packaging, cutting carbon emissions, establishing a sustainable water operation and
creating safe, inclusive work environment for everyone.
• Continued to build on current relationships with global sports events, 2010 FIFA World Cup, preparing for
London 2012 Olympics Games.
• Remained dedicated to offering quality drinks for each lifestyle and occasion, marketing the drinks
responsibly, providing trustworthy information to its customers.
• In 2008 Coca‐Cola is able to count over 160 low and no calorie drinks in the company's range, like Coke
Zero and Powerade Zero. They now have nutritional information on the front of all drinks in Great Britain
with plans to do this worldwide.

13. Competitors
PepsiCo
• Coca‐colas main competitor is PepsiCo, INC. Being the worlds number 2 carbonated soft drink
maker.
• It's drink brands include Pepsi, Mountain Dew and their alternatives. They also sell Tropicana
orange juice, Gatorade sports drink, SoBe tea and Aquafina water.
• The company owns Frito‐Lay which is the worlds number 1 snack maker, with offerings like
Lay's, Ruffles, Doritos and Cheetos.
• Peps is products are available in over 200 countries. The company has it's own bottling plants
and distribution facilities.

14. Pepsico
• Founded in 1965 by Donald M. Kendall
• The campaign includes PR, sports adverts, prints, digital and out of home advertising
• Shift a huge marketing budget to interactive and social media program.
• Their decision to back digitally focused social media from profile sports was compelling and
risky
• The move from their past adverts focused on youthful nature of generation, from sticking
with celebrities, to its new program to Pepsi Refresh
• It's slogan is "ask for more" and the advert itself takes more of a comedy approach, showing
that you are stronger/wiser if you have it.

15. The Campaign
• Austin, the Director of Marketing for Coca‐Cola in the South Pacific worked
with some colleagues to go through pitches from many agencies for
concept designs for Coca‐Colas next summer Campaign.
• The ending campaign, known as “Project Connect” to strengthen the
brands bond with Australia’s young adults and inspire shared moments of
happiness in the real and virtual worlds became known as “Share a Coke”.

16. Campaign Result
• That summer Coca‐Cola had sold more than 250 million named bottles
and cans in a nation of just under 23 million people. The campaign had
gone around the world going to over 70 countries to this date.
• Coca‐Cola teams from Great Britain to Turkey to China, with most recently
the United States have put their own twist on the concept. Keeping the
original idea but using “Share a Coke with (insert name)”.

17. Analysis of the Print Advertisement
• The purpose of this advertisement is to remind the public of the brand around Christmas
time, using the link to ‘father christmas’ to make it fun for children as well as adults,
attracting a wider audience.
• For many the appearance of the iconic Christmas advert means the beginning of the the
festive season.
• The advert in which it shows a train of illuminating Coca‐Cola trucks which got people in the
festive mood from 8th November 2014.
• Going with tradition, the infamous 'Holidays are coming' plays alongside this as the trucks
embark on their journey.
• Santa Claus who first appeared in 1931 is there to spread the holiday message.

18. Print Advertisement
• The advert is shown multiple times a day to remind people that it can be
shared around the festive season, also to help spread the holiday
message.
• It was advertised across many platforms, such as through posters,
billboards, busses and on the advert itself shows a hashtag. To trend on
Twitter to help it promote more.
• The truck travels through a town/village to show that it travels worldwide.
It in fact toured the nation, making 45 stops along the way.

19. Content of the Advert
• The advert grabs the audiences attention by the opening, the music is the
first thing heard, which is catchy and fun to anyone.
• It is to share the Christmas joy, through the sharing of Coca‐Cola.
Portrayed by the use of the well known, worldwide Coca‐Cola truck.
• The whole village groups together, giving the feel of a comunity coming
together, to "share" just how Coca‐Cola was given it's branding, to share
with (insert name)
• It's short, grabs your attention and reminds the audience that even though
it is Christmas, joy could be spread by the sharing of Coca‐Cola.

20. Content of Advert
• 'Coca‐Cola', the 'Contour Bottle', 'Open Happiness', and the 'Dynamic
Ribbon Device' are registered trademarks of The Coca Cola Company.
• #Holidaysarecoming – trying to get it heard of worldwide by putting out a
hashtag for Twitter users.

21. Content of Advert
Advertising Agency ‐ McCann Erickson, Istanbul, Turkey
Creative Director ‐ Hakan Yegan
Art Director ‐ Murat Göktürker
Copyrighter – Hakan Yegan
Client services director – Burak Aldinç
Group account director – Özlem Milor Ìslam
Agency Producer – Kerem Ìlbeyli
Director – Antony Hoffman
Production – Depo Film
Line Production – Propaganda Produccions
Editing – Aylin Zoi Telecine, Andre Brückl
Aired – September 2011

22. AdvertisementCostings
The Coca‐Cola Company expense production costs of print, radio, Internet and television advertisements as of
the first day of advertising takes place. These are worldwide costs spent on print, radio, Internet and television
advertising. The advertising costs are included in the selling, administrators and general expenses which were:
In 2006 $2 .6 billion
2005: $2.5 million
2004: $2.2 billion
2003: $1.8 billion
2002: $1.7 billion
2001: $2 billion
2000: $1.7 billion
1999: $1.7 billion
1998: $1.6 billion
1997: $1.6 billion
1996: $1.4 billion
1995: $1.3 billion
1994: $1.1 billion
1993: $1 billion
They don't provide how much is spent per country, brand or media type but only through the worldwide total
per year.

23. Target Audience
• Coca‐Cola generally doesn’t have a specific target audience but is directed to everyone.
• The main consumers for Coca‐Cola are 12‐30 year olds. There is no actual intended product
or advertisement which is designed for below 12 year olds and over 30 but never the less the
brand is successfuly reaching them through partnerships such as restaurants fast foods.
• Not gender based but it is shown that both genders like and use the product.
Lifestlye
• No lifestlye is target specifically but more of a busy lifestly, mobile users or the youth are
found to be more of the Coca‐Colas consumers.
Occupation
• Students and family oriented people are the main consumers but – no occupation is targeted
specifically

24. Target Audience

25. Target Audience
Research
• The main response to the advert was that people look forward to seeing it
each year as it marks the festive season.
• The most common thing was that they like the music that accompanied
the advert was ‘holidays are coming’ was extremely catchy and as soon as
they heard the diegetic sound of the bells ringing, they knew it was the
Coca‐Cola advert.
• As I only asked a number of people that were of the ages 18‐19 they all
had quite similar responses, however they do purchase the product on a
regular basis.

26. Legal and Ethical
Impact
• No negative impacts are put on the audiences so there is no offensive
visuals or dialect to therefore upset any viewer of the advert.
• The adverts content itself is fun and portrays a positive message which
would not offend anyone of its audience.

27. Legal and Ethical
Relevant issues of Representation
• These issues could be religious, as with the use of Santa which is being
used to be associated with Coca‐Cola, it being a religious drink along with
bells ringing at the very start, this could also be seen as a religious issue.

28. Legal and Ethical
Relevant legal and/or Ethical issues
• From the research, legally not understanding that all the audio which
includes that of the music and the bells was commissioned and then was
made by the Coca‐Cola company themselves to not have any legal issues.
• There are no ethical issues to do or surrounding the Coca‐Cola advert.

29. Legal and Ethical
Role of relevant regulatory bodies
• ASA (Advertising standards authority) is served as the Uk’s filter to any un
ethical adverts that aren’t wanted.
• Each and every advert that is shown through a media/television platform
or online goes through them so they can make sure they are able to be
viewed.
• During the process the ASA looks and assess each of the adverts with a
number of different criteria's.

30. Music
The holidays are coming
• Music: Melanie Thornton – Wonderful Dream (Holidays Are Coming)
• Upbeat, matches the theme of the advert so is quite festive, getting the
audience in the Christmas spirit