Coca Cola has been a synonym to \’Happiness and Sharing\’ for over a hundred years since it\’s conceptualization. From the year 1881 to the twentieth century, Coca Cola is one of the first brands that was truly global to the very meaning of the word. From its launch in America in the 18th Century, Coke managed to spread it\’s bottling plants all over the globe in a span of twenty years. Asa Candler, the man behind the marketing and distribution idea, the man who decided to \”bottle\” the drink for the first time, became an example for what marketing really was.
With the advent of digital marketing via television, visual ads became one of the \’basic mode of advertising\’ that took over. The internet revolution and the current age of the social web altered forever how brands express who they are and why they matter. The shift from the “organization” to the “individual” is now the order of the new age. The internet age has brought a new value system based on the speed of change. Being immersed in a dramatic world of disruptive innovation and a need for constant change, Coca Cola has created its own visual language, culture, and iconography from the unbridled energy of the digital playground they were born into. Speed and a willingness to embrace change is their essence.
The Coca Cola Visual Branding Strategy
Focus On The Individual, Not The Organisation
No one is better than Coca Cola at having all of its communications, down to the very packaging, embody the brand promise of happiness and sharing. This creates a branding that is as visual as it can get while Coke manages to create great stories that focus on the individual, keeping real their philosophy of \’happiness and sharing\’.
Focus On Every Unique Consumer
Coke creates it\’s visual advertisements with it\’s target audience in focus. The beverage has no age limit and that is what the beverage company keeps in mind! Coca Cola creates ads that cater to a wide segment of the population, ensuring it yields justice to them one at a time. For example, Coke was not established in Australia a while back and thus the company decided to create a video ad that let the Australians know that they were important to the company – again staying in line with their motto of \”Spreading Happiness\” and \”Sharing\”.
Create Visuals, Not Advertisements
The ads of Coca Cola, all of which are produced around their vision statement, have great content to support their case. Every commercial connects with the audience and tells a different story about happiness. They involve great planning and creativity that leaves their customers spellbound - It is not just about the bottle of Coke, they say, it is about how we change lives. Story telling is a great way to engage your audience without coming off as hard selling.
Maintaining It\’s Vision – Sharing and Happiness
From the years be it the popular Coke ad of 1970 to today\’s dramatic yet effective advertisements, Coca Cola maintains it\’s vision statement through all these years! It is evident in all of their advertising materials that the storyline is similar – creating happy consumers – but Coke has always taken a different approach to each video they make.
6 Ways Coca Cola Excels In Video Marketing
1. Constantly Creating Great Content
Coca Cola uses stories that hit right at the heart in its video campaigns and thus, giving it the \’human touch\’ gets going in the market. With international teams around the globe that understand local languages, cultural preferences and celebrations, they provide their customers a glimpse of themselves in every ad that they see.
2. Minimal Product Placement
One of the most vivid themes of every Coca Cola ad is that it never boasts of its product on the face! It simply tells it\’s story with a smart flash of the brand at the end of the commercial. Subtle yet impactful.
From depicting the brand in the Chinese text in China to creating individual names as the brand name in Australia, the company ensures it diversifies it\’s approach to every inch of the globe.
4. Highlighting The Consumer
Be it a bottle of Coke or any other product that it wants to market, Coke always has its video ad highlight as the end user – The consumer!
5. Seasonal Branding
The company ensures it always goes with the season! Be it the Super Bowl, Fifa World Cup or Indian Premier League, Coke never fails to take advantage of a good sporting season to be choice of drink during breaks.
A shocker that most brands would never do, Coca Cola does not shy away in stating the harmful side-effects of drinking the beverages they manufacture. An amazing way to stay true to building trust?
Wendy Clark, Senior Vice President at Coca Cola maintains, \”We\’re engaging consumers and becoming much more transparent and participatory in the way we market. I think we are getting up and into the conversation with the consumers today.\” It turns out that where ever they are located, Coca Cola\’s advertising strategy creates a complete vacuum in the minds of its viewer, filling the void with just the flash of the bottle and heartfelt story.