Coca Cola- Corporate

Advertising

Throughout the years Coca-Cola has always used slogans to communicate

about the brand. Coca Cola tried to express a positive view of the world
Starting from 1886 Drink Coca Cola to 2009 Open Happiness
The slogans have reflected not only the brand, but the times as well.
Some of the popular slogans are
1906 - The Great National Temperance Beverage
1948 - Where There's Coke There's Hospitality
1986 - Red, White & You (forCoca-Colaclassic)
1986 - Catch the Wave (forCoca-Cola)
2003 -Coca-Cola... Real
2005 - Make It Real
2006 - The Coke Side of Life
2009 - Open Happiness

Make It Real Campaign

Campaign designed to appeal to the
youth to Make it real i.e. to the
emotion of freedom and free will
Promoted using competitions
promising winners to appear in the
Teen People Magazine
The campaign was replaced as it failed
to appeal to other demographics in the
customer market

Coke Side Of Life Campaign

"Coke Side of Life" launched in 2006 to revive
sales of Coca-Cola by taking the focus back
to Coke initial brand promise of happiness.
It associated Coke with
Positivity
Optimism
Fun

Main Objective - make Coke more relevant to

customers by creating a multi-cultural platform
in markets across the world

Open Happiness Campaign

Music plays a central role in the campaign.
Theme- open a coke and share a little happiness
Launched specifically after the global recession
to call out an action i.e. to take a pause and hit
the refresh button and enjoy the little pleasures
of life with a coke
The new campaign has both a high-minded
purpose i.e. remind consumers of simple
pleasures and a more practical one i.e. to grab a
bottle of coke and enjoy it