Free Coca Cola Effective Advertising Campaigns Essay Sample

Introduction

The Coca-Cola Company is one of the world largest beverage companies. The company was started in 1886 and has its headquarters in Atlanta, Georgia. The company has over 400 brands, with over 200 operatives globally (worldofcoca-cola.com 2015. 1). The company namesake is Coca-Cola soft drink, which was named as the world number one soft drink in 2010. Since its inception, the company has launched various advertising campaigns. The main aim of these advertising campaigns is to communicate to customers about Coca-Cola using simple and direct way. This paper will try to prove that Coca-Cola Company advertising campaigns are most effective. The paper will also discuss two latest Coca-Cola latest advertising campaigns and provide my personal view points about the company marketing strategy.

Advertising campaigns

The company advertising campaigns started 1886 when the first advertising slogan “Drink Coca-Cola” was established (worldofcoca-cola.com 2015.1). The primary aim of these campaigns was to convince Americans to drink Coca-Cola as they were looking for an alternative to reduce their alcohol drinking habits. Since the “Drink Coca-Cola” campaign, the company has launched many advertising campaigns. The most recent campaigns are “open happiness” and “share a coke” that were started in 2009 and 2011 respectively. The “open happiness” campaign was launched in the first half of 2009 when the world economy was experiencing the great recession. The economic downturns highly reduced the consumption of soft drink sales worldwide. The campaign was launched globally targeting all age groups. The “share a coke” campaign was established in Australia in 2011 (marketingmag.com.au 2012.1). The campaign primary objective was to increase consumption of Coca-Cola during the summer period. The campaign’s secondary objective was to get people talking about Coke again and encourage them to love not only the bra0nd but also consume it. The company used a strategy of labeling people's names on the Coke bottles. The communication strategy of “Share a Coke” was used as an invitation to share and connect. The company marketing team created varied contents to suit a broad target audience. This enabled the campaign to achieve its objectives and maintain momentum through varying degrees and different contact points. The two advertising campaigns were very effective. For instance, “open happiness” campaign enabled the company to survive the economic recession period and maintain sales. The “Share a Coke” campaign increased young adult consumption by 7%, which made 2011 to be the most successful summer in company history.

What makes the company strategy effective?

One factor that makes Coca-Cola advertising campaigns effective is fully utilizing modern technology and the internet. It is estimated that over 70% of consumers reach products and services online before purchasing (Gretzel, Ulrilke & Faesmaener 2009. 4). As a result, a company that is aiming to reach a broader advertising market must utilize internet marketing. The Coca-Cola company also designs their advertising message in an appealing way in order to convince the target audience. For instance, the company incorporates humor, emotions, time and quality in their advertising campaign message. For instance, the “open happiness” campaign was meant to convince customers that a Coke will bring happiness in their lives despite 2008-2009 economic crises.

My view on marketing strategy of Coca-Cola

The Coca-Cola company is one the most successful companies worldwide in designing advertising campaigns. The company’s commitment to reaching various market segments globally is shows that the company marketing strategies are up to date. However, more emphasis should be put in social media adverts in order to capture more young people.

Work Cited

Gretzel, Ulrike.,Yuan, Yu-Lan & Fesenmaer, Daniel. Preparing for the new economy: advertising strategies and change in destination marketing organiazations. 2009. Web. 3 march 2015.
Marketingmag.com.au. share a coke campaign analysis. 22 June 2012. Web. 3 March 2015
worldofcoca-cola.com. About us: Coca-Cola History, 2015. Web. 3 March 2015.