Coca-Cola Brand Story可口可乐品牌故事.ppt

1、Brand story,TP No.xxx, AB11,About Coke,”You can be watching TV and see Coca-Cola and you can know that the President drinks Coke, Liz Taylor drinks Coke, and just think, you can drink Coke too. A Coke is a Coke and no amount of money can get you a better Coke than the one the bum on the corner is dr

2、inking Liz Taylor knows it, the President knows it, the bum knows it and you know it.” -Andy Warhol, 1975,The secret of long-time success,The secret runs much deeper than the formula stored in a bank vault in Atlanta. By using events and happenings in society, Coca-Cola has been accepted and anticip

3、ated in many situations, from Christmas tables to sport events. Through a combination of progressive innovation and leading edge marketing combined with trust and focus on core values, Coca-Cola keeps the brand alive.,Coca-Cola and Christmas,The Coca-Cola Company began its Christmas advertising in t

4、he 1920s. In 1931, the Coca-Cola Company commissioned illustrator Haddon Sundblom to develop the image of Santa Claus. Prior to Sundbloms santa, people envisioned Santa Claus as leprechaun-like, or as a queer mixture of a gnome and a bishop. Over the next third of a century, Sundbloms fat and red Sa

5、nta would be embraced by the public worldwide, and become a holiday tradition.,Coca-Cola and sports,Coca-Cola has a long history of supporting sports. The sponsoring goes from world events like the Olympics and the FIFA World Cup to local events,Coca-Cola and art,The original Coca-Cola bottle is a t

6、imeless piece of industrial design, created to be identified in darkness or even when broken. The bottle has inspired many designers and artists through time.,Coca-Cola and art,Coca-Cola is using the design connection with initiatives The Youth Development programmes invites young people to create a

7、rt with Coca-Cola as a theme. The Original Glass bottle lifestyle programme invited contemporary artist to produce limited art pieces. Some recent campaigns are also made in a very artistic way.,Coca-Cola and music,Coca Cola has always put a lot on the music used in the TVC:s The lyrics used, might

8、seem banal but many times speaks right to the heart of consumers. Young kids even consider Coca-Cola songs to be real pop-hits, and some scores have even made it to the carts.,First global TV ad, 1979,Id like to buy the world a home and furnish it with love, Grow apple trees and honey bees, and snow

9、 white turtle doves. Id like to teach the world to sing in perfect harmony, Id like to buy the world a Coke and keep it company. Repeat the last two lines, and in the background: Its the real thing, Coke is what the world wants today.,Coca-Cola and music,In order to keep the Coca-Cola brand up to da

10、te, many initiatives surrounding music has been made. Collecting codes or caps to get “free” CDs Coca-Cola music challenge, contests for new-started bands to get a record deal.,Coca-Cola consistency,Coca-Cola has been very cautious in introducing new variants of the classic brand. Diet Coke, introdu

11、ced in 1982 has started to live a life of its own Local flavour variants are rare, but include Cherry Coke, Diet Coke with Lemon and Vanilla Coke.,Coca-Cola Key points,Create strong connections to seasonal holidays like Christmas, Halloween etc. A natural ingredient in global events, World championships, Olympics et