Marketing In the News- Coca-Cola

 


I was having a hard time choosing a brand/ ad for this assignment, there are so many options out there, and so I thought to rely on what stands out in my memory, “if it stands out then they are doing it right.” I thought . One of the first brands that came to mind was Coca-Cola, and a wave of commercials throughout the years popped up making it a remarkable Company Brand that has been alive since 1886, created by Dr. John Stith Pemberton from Atlanta, Georgia. Although Dr. John Stith was not involved in the marketing strategies, his invention led to one of the largest soft drinks to be consumed and still to this day. Pemberton created the soft drink under the category “medicine syrup” and then sold his ownership rights to businessman Asa Criggs Candler who was responsible for leading the Coca-Cola Company to remain superior. What was his tactic? How has Coca-Cola remained relevant? One of their tactics has been the secrecy surrounding the ingredients of this innovative syrup, which is interesting considering that today’s public attraction is revealing all the secrets due to the necessity of the public to be a part of any product/ brand and most importantly, ‘ not being lied too.” Coca-Cola has been in every conversation from that point “ the secret ingredient” leading to this constant back and forth, “ Is Coca- Cola safe? Instead of Coca-Cola revealing the ingredients, they used this narrative to market all, I mean “ALL” from children to the elderly, marking it as “ It is so safe, even your child can drink it. You are diabetic? Health nut? No worries, we have ZERO Coca-Cola.


With that being said, the ad I chose caught my attention because it has superheroes, while superheroes are loved by children you also have true fans that can range from 35 and up. Marvel teaming up with Coca-Cola, gets your attention fast. The choice of heroes aren’t the usual characters who have so much marketing such as Wolverine, or Hulk made this ad engaging because it was so well animated that people can see and imagine a storyline with the chosen characters therefore bringing ideas for a possible future script that the audience will watch. For example, in this ad, you see characters that normally do not engage with each other such as Colossus and Daredevil. Fans have not seen Colossus engage outside of X-Men and this was a refreshing, exciting, and striking ad for Marvel Fans and has made them want more.

They took a risk by leaving the mainstream characters and used the all time favorite, having the audience applaud this decision and touching many hearts, heroes that have been in the dark now have the spotlight; evoking justice. 

 

This is Coca-Cola, representing all ages, reaching people who care, and who can relate. They use imagination, unity, magic, happiness, and all-inclusive soft drinks that we all can share, pass on, and enjoy together around the world, promoting “ Together we make magic happen”. 


Sources

https://www.simplilearn.com/tutorials/marketing-case-studies-tutorial/coca-cola-marketing-strategy


https://en.wikipedia.org/wiki/Coca-Cola


https://www.coca-colacompany.com/about-us/history/the-birth-of-a-refreshing-idea


Youtube Ad

https://www.youtube.com/watch?v=_oI_B0OBgVw

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