Marketing91

  • Home
  • Categories
    • Marketing
      • Advertising
      • Branding
      • Sales
      • Retailing
      • Consumer Behavior
      • Customer Management
      • Distribution
      • Market Research
      • Pricing
      • Product Management
      • Strategy
      • STP Marketing
      • Services Marketing
      • Articles
    • Digital Marketing
      • Blogging
      • SEO
      • E-commerce
      • Email marketing
      • Social Media Marketing
      • Facebook Marketing
    • Brands Analysis
      • Marketing Mix
      • SWOT of Brands
      • Strategies
      • Competitors
      • Lists
    • Management
      • Communication
      • Leadership
      • Decision Making
      • Team Management and Delegation
      • Organizational Management
      • Motivation
      • Personal Development
      • Project & Risk Management
      • Time Management
      • Operations Management
    • Careers
      • Interviews
    • Business
      • Business Models
    • Human Resources
    • Skills
  • News
  • About Us
    • Contact Us
  • Academy
Home » Marketing » Advertising » 11 Creative Coca Cola Advertising Examples and Popular Campaigns

11 Creative Coca Cola Advertising Examples and Popular Campaigns

March 9, 2021 By Hitesh Bhasin Filed Under: Advertising

Advertisements

Coca-Cola being an American corporation, manufacturer, marketer, and retailer of non-alcoholic beverage concentrates and syrups, offers more than 350 brands in over 200 countries, along with the flagship Coca-Cola beverage. In this post, we will dive deep into the world of Coca-Cola Advertising through some of its popular advertisements and taglines to understand how they have optimized their reach, exposure, and sales around the world.

Table of Contents

  • Introduction to Coca-Cola Advertising
  • 11 Most Popular Coca Cola Advertisements
    • Coca-Cola Advertising Year & Tagline

Introduction to Coca-Cola Advertising

Coca-Cola rules the world of non-alcoholic beverages. It is one of the brands (if not solely the one) known for non-alcoholic drinks, that have managed to stay since its inception in the late 1880s.

A wide range of products, including Coke, Diet Coke, Sprite, Fanta, Powerade, and Dasani, are produced and supplied solely by Coca-Cola. Are you still wondering what the secret behind it is? Well, you must be aware of brands like Apple.

It is the same way Coca-Cola has managed to rule. The secret is effective marketing strategies and advertisements. In this article, the company’s advertisements and marketing strategies will be highlighted.

Types of Media used in Advertising of Coca-Cola

Types of Media used in Coca-Cola Advertising

Two different types of media are used in Coca-Cola Advertising, and they are- published media and visual/aural media. Let us go through both of them one by one to know different media types that empowered Coca-Cola brand to reach where it is-

Advertisements

Advertising media types-

  • Newspapers
  • Magazines
  • Internet

Visual and aural media types

  • Television
  • Cinema
  • Radio
  • Posters
  • Billboards

11 Most Popular Coca Cola Advertisements

Series of Coca-Cola's Advertisements used in Coca-Cola Advertising Campaigns

1. Its baby step towards creating a buzz

When in 1888, Asa Candler took over Coca-Cola; it was a soda fountain drink and would hardly cost five cents. The average sale was limited to nine glasses per day. Candler did that he gave away free coupons to the more or less regular consumers and free barrels filled with Coke to stores which were reluctant to stock this drink.

Also Read  Media Planning - Definition, Forms, Importance, Process and Benefits

Now when customers with free coupons crowded the stores, the store owners returned to the hub as paying customers. What a brilliant strategy for increasing the sell? It is considered as its baby step towards setting a bar.

 

2. With “Hilltop”, it made the whole world sing!

Advertisements

With Hilltop it made the whole world sing

Also known as the most iconic ad, this 1971 ad featured a diverse group of people, from different ethnicities, gathering on a hilltop and singing together “I would like to buy the world a coke.” This particular ad symbolized tolerance and unity and brought the people of the world together.

The Pepsi ad featuring Kendal Jenner is supposedly inspired from Hilltop. Some people often refer to it as the introduction to pop culture in the consumer world. In 2015, it was featured in the Mad Men Finale in its closing moments.

This particular ad embraced and promoted progressive social values, and honestly, a good song is very contagious. You could not help but join your neighbours while they hum the lyrics of this song. Hence, the success of this ad campaign marked the onset of Coca-Cola’s advertising tradition.

 

3. The “Hilltop” Reimagined brought back the lost spark.

Google collaborated with Coca-Cola to reimagine Hilltop for the generation of smartphone users in 2012. The “buy the world a Coke” was transformed into situational reality as people could buy a Coke for anyone living in any part of the world through a mobile app. Specially built vending machines were available which had interactive advertising screens on them.

Users were required to record a message and send it with Coke’s can to the recipients at the vending machines. These recipients could also thank the users by further replying with a text message or a video.

Advertisements

It was a massive success since original Hilltops created a buzz among people of that particular era. The millennials, on the other hand, had very little knowledge of it and they got to live the nostalgia that their parents always spoke and sang of.

Also Read  What is Subliminal Advertising? 4 Examples and Types

Again, it preached progressive social values to people of the global village.

 

4. Association with the festivities

“Holidays are coming” was an ad campaign that was run in 1995. Since then, it has been officially heralded as the Christmas song by many consumers. It featured sleigh bells, snow-covered woods, atmospheric music, excited children, and a brightly lit truck. Coca-Cola had always celebrated the festivities since the 1930s, but this particular ad marked its direct connection with Christmas.

This specific ad runs till today, and in 2018, it mainly focused on Coke Zero to approach its target consumers (the young population) and also to promote laws around sugar content.

 

5. The Coke Universe for kids

The Coke Universe for kids

Advertisements

In 2016, Coca-Cola decided to wave off its traditional advertising style when it came up with “Coke Factory”. It was produced by an Amsterdam Creative Networking Agency, Weiden+Kennedy.

This particular ad featured an animated movie, imagining the inner workings of a vending machine right after a coin is inserted. It featured whimsical creatures whose combined efforts contributed to making a perfect bottle of Coke.

At this point, Coca-Cola had kids and young teenagers as its consumers and, hence, the target audience.

 

6. ‘History of Celebration’ (of sports)

In 2010, Coca-Cola celebrated the iconic 1990 World Cup goal of the retired Cameroonian Footballing legend Roger Milla. Milla’s dance to that particular track went on to inspire other footballers around the world.

That year’s World Cup track ‘Waving Flag’ had footage of footballers across the globe and their excitement after scoring a goal for their national team. It conveyed a message of unity and brotherhood. This ad’s closing line was “Coca-Cola: Open Happiness”.

 

7. Vending Machine was transformed into a Happiness Machine.

Advertisements

Coca-Cola’s “Happiness Machines” were spread across the globe. It required the consumers to interact with the machines in a not-so-formal way to get a free Coke. In Singapore, people were expected to hug the vending machines. In Korea, people had to dance to K-Pop. In London, people had to complete a series of James Bond-inspired challenges.

Also Read  8 Types of Advertising agencies based on their Function

In Stockholm (Sweden), people had to sing Christmas carols to get a free Coke. The reactions of the excited and happy consumers were recorded and released as a series across various platforms.

This initiative won the Top Honours at the 2010 CLIO Awards, and the videos earned millions of views. Coca-Cola came to be known as the brand that spreads joy as it provided relief from boredom.

 

8. Coca-Cola knows your name!

Coca-Cola knows your name

In 2011, the “Share a Coke” campaign focused on bottles of Coke with common names (Bobby, John) printed on their labels. The consumers were required to share the bottle of Coke with a friend of that name.

Numerous consumers snapped pictures with bottles that had their names. It promoted and capitalized self-expression and sharing. It had initially started Australia and later spread to 70 other countries. It was a massive hit.

Advertisements

The company experienced its first sales growth in over a decade.

 

9. It made music from the aggression and independence of a generation.

In 2012, Grammy-winning producer Mark Ronson and singer Katy B produced “Anywhere In The World”, the anthem for Coca-Cola’s “Move To The Beat” Campaign. Sounds of 5 young athletes’ training were sampled into every beat and chord. It featured teenage athletes and their love for sports. A “making-of” video series was also released.

It earned more than 25 million views—this campaign resonated with the millennials who chose their pathway.

The content came as a rallying cry of three millennials who wanted to live a different life.

 

10. The Polar Bowl

In 2012, this ad campaign featured two polar bears watching football and participating in their version of the game. Its reach was not limited to television screens and was extended to online platforms.

The audience could visit www.CokePolarBowl.com to watch the polar bears react and interact with the game in real-time. These bears even responded to audience tweets. Weiden+Kennedy Portland produced it.

Also Read  Hierarchy of Effects - Overview, How It Works and Stages
Advertisements

More than 9 million consumers were engaged with the polar bears that night, and Coca-Cola’s Twitter followers grew 38% within 4 hours. People loved being a part of this mainstream event.

 

11. Strangers became friends!

Strangers became friends

Chinese photographer Kurt Tang, with the help of Coca-Cola, addressed the issues of isolation and loneliness. The 2013 “Friendship Experiment” was a series of photographs and videos featuring best friends celebrating their friendships, each with a Coke bottle.

These very people were strangers a few minutes before they bonded over a bottle of Coke. It received a positive response since it addressed isolation and loneliness, which were prevalent among the target audience.

 

12. The Diet Coke!

In 2010, Coca-Cola collaborated with the French designer, Jean-Paul Gaultier, to promote Diet Coke. This creative campaign featured British Model Daisy Lowe with a Diet Coke.

 

13. Video Game as a marketing strategy

In 2017, Coca-Cola introduced Alex Hunter, the virtual star of Fifa 2018. It featured a disappointed Hunter being cheered up by a young fan over a can of Coke Zero. The introduction of a fictional character in place of a real-life influencer has been one of Coca-Cola’s most significant achievements in demonstrating Video Game as a marketing space.

After going through different advertisements, let us now go through some of the taglines that have been used by Coca-Cola since 1886-

Coca-Cola Advertising Year & Tagline

Coca-Advertising Year & Tagline

1886  – Delicious and Refreshing

1904 – Drink Coca-Cola

1905 – Coca-Cola Revives and Sustains

1906 – The Great National Temperance Beverage

1922 – Thirst Knows No Season

1923 – Enjoy Thirst

1924 – Refresh Yourself

1926 – It Had to Be Good to Get Where It Is

1927 – Around the Corner from Everywhere

1929 – The Pause that Refreshes

1932 – Ice Cold Sunshine

1938 – The Best Friend Thirst Ever Had

1939 – Thirst Asks Nothing More

1939 – Whoever You Are, Whatever You Do, Wherever You May Be, When You Think of Refreshment Think of Ice Cold Coca-Cola

Also Read  Comparative Advertising | Tips and Examples

1942 – The Only Thing Like Coca-Cola is Coca-Cola Itself

1948 – Where There’s Coke There’s Hospitality

1949 – Along the Highway to Anywhere

1952 – What You Want is a Coke

1956 – Coca-Cola… Makes Good Things Taste Better

1957 – Sign of Good Taste

1958 – The Cold, Crisp Taste of Coke

1959 – Be Really Refreshed

1963 – Things Go Better with Coke

1969 – It’s the Real Thing

1971 – I’d Like to Buy the World a Coke (part of the “It’s the Real Thing” campaign)

1976 – Coke Adds Life

1979 – Have a Coke and a Smile

1982 – Coke Is It!

1985 – We’ve Got a Taste for You (for both Coca-Cola & Coca-Cola classic)

1986 – Red, White & You (for Coca-Cola classic)

1986 – Catch the Wave (for Coca-Cola)

1988 – You Can’t Beat the Feeling

1989 – Official Soft Drink of Summer

1990 – You Can’t Beat the Real Thing

1993 – Always Coca-Cola

2000 – Coca-Cola. Enjoy

2001 – Life Tastes Good

2003 – Coca-Cola… Real

2005 – Make It Real

2006 – The Coke Side of Life

2009 – Open Happiness

2016 – Taste the feeling

Final Thoughts about Coca-Coal Advertising!

Coca-Cola spends an average of $4 million each year on its advertisements. No doubt it has been way ahead of its competing brands. Its advertisements have always addressed social issues and promoted progressive values.

The key relies on affecting the emotions of the target audience, and everyone should learn from Coca-Cola!

In our analysis, we found that with their advertisements and taglines, Coca-Cola tries to share different messages such as Coca-Cola is best in satisfying the thirst, or drinking Coca-Cola is stylish or even drinking Coca-Cola is part of a lifestyle.

What do you think about these Coca-Cola Advertising Campaigns and taglines?

Advertisements
Liked this post? Check out these detailed articles on Topic of Advertising
Also Read  Advertising Campaigns - Elements, Types and Best Campaign Examples

Alternatively, check out the Marketing91 Academy, which provides you access to 10+ marketing courses and 100s of Case studies.

Marketing91 Academy

About Hitesh Bhasin

Hi, I am an MBA and the CEO of Marketing91. I am a Digital Marketer and an Entrepreneur with 12 Years of experience in Business and Marketing. Business is my passion and i have established myself in multiple industries with a focus on sustainable growth. You will generally find me online at the Marketing91 Academy.

Related posts:

  1. 15 Popular Advertising Examples and Creative Campaigns
  2. Creative Advertising – Definition, Ideas and Campaigns
  3. Advertising Campaigns – Elements, Types and Best Campaign Examples
  4. What is Corporate Advertising? Examples of Corporate Advertising
  5. DAGMAR Approach – Defining advertising goals for measured advertising results
  6. 11 Objectives of Advertising – What are Advertising Objectives?
  7. What is Advertising? Advertising Methods and Advantages
  8. Advertising Appeals – Definition and 15 Types of Appeal in Advertising
  9. Nike Advertising | Techniques used by Nike in Advertising
  10. Deceptive Advertising | Penalties for Deceptive Advertising

Join the Marketing91 Academy

Marketing Masterclass

Management Masterclass

Management Masterclass

Communication Course

Communication Masterclass

View All Courses
Economics Masterclass

Economics Masterclass

Sales Masterclass

Sales
Masterclass

Advertising Masterclass

Advertising Masterclass

View All Courses
Leadership Masterclass

Leadership Masterclass

Branding Masterclass

Branding
Masterclass

Strategy Masterclass

Strategy
Masterclass

View All Courses
Not found what you are looking for? Search this website.

Comments

  1. Helen Ferrell says

    Hello, I have a commemorative coin from Coca-Cola that has its name on the front and on the reverse side of it it says, Coca-Cola is now enjoyed in over 200 countries. Cane you please tell me when it came out and if it is worth anything ? My late paternal grandfather gave it to me just before he passed away in February of 1973. Thank you for your help. This would make me so happy.

    Reply

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Advertisement
Recent Posts
  • What is a Consignor? Responsibility and Benefits
  • 11 Marketing lessons from Facebook
  • Informational Power: Definition, Sources and Importance
  • Reward Power in Leadership: Definition and Examples
  • Expert Power: Definition, Examples and Development
Advertisement

Marketing91

MORE INFO

  • About Marketing91
  • Marketing91 Team
  • Privacy Policy
  • Cookie Policy
  • Disclaimer
  • Terms of Use
  • Editorial Policy
  • Advertise
  • Contact us
  • Sitemap

WE WRITE ON

  • Marketing
  • Business
  • Management
  • Brands
  • Digital Marketing
Search
[email protected]

Copyright © 2023 Marketing91 All Rights Reserved