Internet and social media has allowed advertising to reach new heights in the last few years. Internet advertising is more effective than in previous years. As technology advances, advertising has also become more prevalent and cheaper. Advertising is easier to access than in previous years. Internet advertising was used by companies in the 20th and early 21st centuries. The internet has more advertising opportunities than billboards, magazines and television. The internet offers advertisers more creative options than ever.
When shopping online or on YouTube, ads have become more descriptive and personalized. It’s possible to choose to have personalized ads on Google. You can see an ad when you select a YouTube video and scroll through it. The consumer would either be attracted or annoyed. The online ads may be a good way to gain attention, but can also be ignored. The paper will focus on Coca-Cola’s advertising history.
John S. Pemberton created Coca-Cola in 1886. Originally, it was meant to treat common illnesses like the cold. Coca Leaf, Cocaine, Kola Leaf and Coca Leaf make up the soda receipt. Frank Robinson Pemberton’s Bookkeeper named it Coca-Cola. John sold receipts later to local sodafoundation and drink became huge hit. Asa Candler became the owner in 1891. Candler redirected attention to Coca-Cola merchandising, which increased demand for soda. Candler’s decision to increase Coca Cola sales by adding coupons (Asa Giggs, The Coca-Cola Company) was a marketing move. Pemberton, who was selling a drink that was selling astronomically well, removed the cocaine in 1903. Coca-Cola was reformulated to remove the cocaine because the drink’s consumers became addicted. They needed a new ad after the controversy.
Hilda Clark is the star of Coca Cola’s first ad. She transformed Coca-Cola into a sleek product that attracted more consumers than ever. Her image transforms the drug-laced beverage into a drink to calm down in the afternoon. Hilda Clark’s likeness was featured on multiple Coca-Cola merchandise. Coca-Cola was able to move away from its dark past thanks to her influence. In 1925 Coca-Cola marketed its drink through the first billboard.
Coca-Cola re-used the image of Santa Claus for an ad six years after it first appeared in Saturday Evening Post. This ad was then regularly seen in magazines. Haddon Sundblom had painted the Santa until 1964. The 1932 Summer Olympics were held in Los Angeles. During this time, the ‘Olympic Records Keepers’ provided to spectators kept track of various world records. Norman Rockwell created six illustrations for Coca-Cola advertisements between 1928 and 1935. The 1935 Coca-Cola ad “Out Fishin” depicts a child fishing from a stump. A World War II Coca-Cola advertisement from 1944 features a soldier. The Coca-Cola billboard ‘Yes Girl” was first released in the year following. Haddon Sundblom also painted the Coca-Cola Santa Claus. In 1951, Coca-Cola was celebrating its 65th birthday with an advertisement.
Mary Alexander appeared in Coca-Cola ads for the first time in 1957. Coca-Cola first began advertising African Americans in the late 1940s after Pepsi started doing so. In the 1950s, she appeared in 15 Coca-Cola ads. Coca-Cola made a comeback with the “Hilltop”, a famous advertisement from their heyday. It shows a multicultural group singing and holding cokes as they hold them. This advertisement shows that Coke is not just enjoyed by Americans, but also other countries.
After 8 years, another classic Super Bowl advertisement featuring “Mean Joe Greene”, was created. It became one the most memorable Super Bowl adverts of all times. This Coca-Cola Super Bowl ad from 1979 depicts a young boy giving Joe Greene a coke and Joe then giving the child his jersey. Coca-Cola expanded their beverage line to reach a new market in the 1980s. Diet Coke is a Coca-Cola that contains less calories. Coca Cola introduced Coke Cherry in 1985. Coke Cherry has a cherry flavoring, a tribute to the American Coke of old. Coca Cola launches New Coke the following year. It is intended for the new generation of Coke lovers. The drink was meant to boost sales, but it failed spectacularly. This decision sparked backlash. After 79 days, the negative publicity about this drink caused it to be discontinued.
Coca Cola, six years after its New Coke advertising fiasco returned with “Can’t be Beat the Real Thing”. This campaign ran until 1993. Coca Cola then launched “Always”, one of their most iconic campaigns. The animated polar-bear drinking Coke is featured in this campaign ad. They are often seen during holidays. The ad appeals to adults as well as children, who are curious to know what the polar-bears drink.
A new campaign began in 2011, which is still very successful. Share a Coca-Cola is a marketing campaign that was launched originally in Australia. It has become one of Coca-Cola’s top campaigns. In response to consumer demand for personalization, they’re adding common names to Coca-Cola’s packaging. In 2014, the campaign was launched by Coca-Cola in the United States. Taylor Swift promoted Diet Coke in Coca Cola’s 2014 advertisement. Taylor Swift was chosen because of her “Swifties”, a group of fans who were eagerly awaiting the release her new song. The song came from her unreleased ‘1989’ album. Coca Cola has also created a partnership between Taylor Swift and IHeartRadio to allow her fans the chance to win tickets. Taylor’s influence boosted the views of the kitten’s advicement, engaging a young audience in their market. To feel “connected” to Taylor Swift, these die-hard fans increased diet coke sales. Coke took advantage of the mass following to be first to sponsor radio shows hosted by A-list celebrities.
Coca Cola has introduced an energy drink named “Coca Cola Energy”. It is targeted at people on the move. They are looking for ingredients they can recognize and products from brands that they know and love. Their research showed that consumers wanted energy drinks without calories or with very few. Coca Cola’s invention was tested at a National Association of Convenience Stores Convention in Atlanta. The low-calorie option was well received and the consumers could recognize the ingredients. Coca Cola Ads are influencing two generations and showing how future advertisers can have as much impact. Coca Cola is a great example of how to market to both your current customers as well as new potential clients. Coca Cola’s success is an example for anyone who wants to achieve similar financial and crucial results. A team with passion, understanding, and motivation.
Coca Cola’s ads have influenced two generations of consumers and future advertisers. Their methods in advertising are a great example. Coca Cola’s brand almost suffered a major flop with New Coke. These mistakes remind us not to change older generations of Coke as they can cause them to lose their loyal older customers. Coca Cola has changed the slogans of Coke to better suit the tastes and preferences of the customers. Coke Cola uses a team with vision, motivation, passion and understanding to effectively market its product on TV, billboards and radio.
