Posts tagged ‘Coke’

Coca-Cola: A Different Kind of Brand

I remember hearing that the most commonly recognized word in the world is “okay,” and in second, “Coca-Cola.” I’m not sure if that’s true or not, but it wouldn’t be hard to believe. Coca-Cola is “a 67 billion dollar empire that sells its products in 206 countries and in the farthest reaches of the globe.”

I started thinking about the brand earlier this week when I ran across a documentary on CNBC titled Coca-Cola: The Real Story Behind the Real Thing.  If you ever get a chance to catch this documentary, I would definitely recommend it. Among many topics, it chronicled the company’s marketing history—including the iconic Santa Clause ads and the sheer chaos that followed the decision to change drink’s formula and name it “New Coke.”

The program got me thinking that although many brands have a long history, not many have a storied past when it comes to marketing. Since the early days, Coca-Cola has been trying to establish a relationship with consumers. One of the first initiatives was to create a uniquely shaped bottle with the intent that people would know that it was a Coke simply by touch.  Now, the brand will go as far as building top-secret labs that mimic shopper environments to research and test the motivations behind a purchase.

Personally, I consider Coca-Cola a lovemark of the world. A lovemark is so much more than “liking” a product—it’s a loving relationship with the brand.

Coca-Cola is one of the few brands that transcend global boundaries—the brand is a product all on its own.

In your opinion, what are other lovemarks of the world?

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03/04/2010 at 4:23 PM Leave a comment

The holidays — a time for the timeless

For the company holiday card, I was posed the question, “What is your favorite thing about the season?” That’s like asking me what my favorite song or movie is, and that provokes two tiny problems. There’s either the fact that the list of holiday traditions is seemingly endless or that I really didn’t have a tradition growing up — my family is from Vietnam, it’s a surprise we even celebrate the holidays.

Though my familial traditions are suffering, there are quite a few things that make the holidays unique to me. For one, I will only watch the film “It’s a Wonderful Life” on Christmas Eve — I simply refuse to watch it any other day of the year. Another piece of the season that I absolutely adore is the timeless nature of certain brands. Like we always say at X.Y.Zag, we can make advertising pertinent to almost anything (except for maybe the CIA, or the Patriot Act — you can never talk about that, unless you’re prepared for the consequences).

My favorite example of a brand’s Christmas campaign that holds its own year after year is Coca-Cola. The brand definitely has some things going for them (i.e. nostalgia and its pinpoint execution of, for lack of a better term, holiday goodness).

What I find interesting is that Coca-Cola had three distinct holiday campaigns when I was growing up, each carrying a different time period and overlapping one another. In the end though, whenever someone thinks about a sensory-overload inducing Christmas caravan or fun loving, CGI polar bears, they think Coke.

First there is, “The Holidays are Coming” campaign. Long been a tradition for Coke, the campaign disappeared in 2001. It was later replaced by the cuddly CGI polar bears, and, strangely enough revived in 2007 when Coca-Cola cited numerous phone calls from customers saying the campaign marks the beginning of the season for many.

Next, here are the aforementioned polar bears. Back when the campaign was introduced, it was truly state-of-the-art.

And finally, there are the nostalgic print advertisements that feature Santa. I absolutely love these because I am a fan of advertising in the 50s and 60s, where illustrations ruled.

To me, these advertisements really do epitomize the holiday season. And because of Coke’s perverse awareness throughout the world, it’s easy to assume that these ads really do enforce the brand name.

12/11/2009 at 3:16 PM Leave a comment


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