Coca Cola - From Zilch to Zoom

Posted in Marketing & Strategy Articles, Total Reads: 2752 , Published on 08 April 2013
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Knock Knock. Who’s this?”

A long silent solitary walk starts with an appreciation of nature, swings its sudden tide to a stack of ‘If I had’ statements of the by-gone events and ultimately lands to a realm of what I want to be! The ‘knock, whose this’ was probably an ice breaker for myself! It’s almost like an attempt to find what really lies under the carpet of mind, identifying the horizon where mind and heart meet. Happiness will always have its evolving definitions. Right now, may be doing A Job I Love decides a big chunk of my happiness. An amalgam of challenge, creation, emotion and enthusiasm, is not just a castle of desire but I am going to employ the right concrete to make it happen. Marketing and Advertising is a profession that somehow encompasses all the pillars I aspire for.

 


As I browse through a range of commercials, the critical eye of appreciation pauses at Coca Cola because of the aura of happiness and hope it encapsulates in itself. An idea of happiness and hope is wonderful and probably the easiest to talk about. It can thus create mounds of success stories but what really hits the chord with the audience is an innovative way to translate it so that it leaves a rhetoric impression.

Coca cola touches upon three basic aspects of emotional marketing-Hope, Love and Pride. These feelings unlike fear and laughter require duration to settle in the minds of audience. This almost attributes to the reason why all Coca cola advertisements are generally longer than the average commercial length. They aim to imprint the story and create a music that sways you without looking like a deliberate attempt. The evolution of taglines used by Coca Cola symbolizes its growth. In the 1800s, it was more about the product and eventually more about the feeling it condenses in itself. It has ranged from being a soda fountain to an invigorating drink to a brain tonic to an intellectual beverage. Coca Cola is also credited with creating the modern image of our beloved Santa Clause as the old fat man in red and white!

It indeed gave wings to children’s dreams when they wished for Christmas gifts. In 1900s, the evolution went to the feeling of happiness it created. In 1947 it started with ‘the pause that refreshes’ and went on to the ‘cold crisp taste of coke’ in 1958. This advertisement captured the pride people had in owning a coca cola van because it was a carrier of happiness. In due course, it matured to ‘Open happiness’. The advertisement showed the entire fantasy world working behind creating the magic of coke. They have personified their product to an extent that you cannot just ignore their advertisments.The coca cola machine called the ‘coca cola Friendship Machine’ was another way of connecting to its fans.

The “coca cola machine” was an innovative idea. To insert the coin, the slot was at such a height that one friend had to climb on the shoulder of another to insert it. It gave two cokes at the price of one. ‘Umeedo wali dhoop, sunshine wali asha’ was another attempt to begin the New Year with an array of optimism and novel beginnings and captured many eye balls.

The latest advertisement “haan main crazy hu” captures the essence of doing something different to bring a smile to someone’s face. Despite three CEO changes since 2000 Coca Cola has maintained its market share to 42.8 % which is a tough deal in itself. Of course creating an image of your brand is no free lunch, they have loosened their pockets by almost 2.9 billion to reach to the masses but well it is all worth it at the end! Working with a company that so intricately decides on how to promote their product without really shouting over consumer’s head will be an experience in itself. Even as a customer we have loved Coca Cola as an old friend but Coca Cola has always redefined delight. It is like an excitement wrapped in a new tryst. I aim to be a part of designing the new trysts!

This article has been authored by Shalini Chhabra from NMIMS, Mumbai

Coca cola touches upon three basic aspects of emotional marketing-Hope, Love and Pride. These

feelings unlike fear and laughter require duration to settle in the minds of audience. This almost

attributes to the reason why all Coca cola advertisements are generally longer than the average

commercial length. They aim to imprint the story and create a music that sways you without looking

like a deliberate attempt. The evolution of taglines used by Coca Cola symbolizes its growth. In the

1800s, it was more about the product and eventually more about the feeling it condenses in itself. It

has ranged from being a soda fountain to an invigorating drink to a brain tonic to an intellectual


beverage. Coca Cola is also credited with creating the modern image of our beloved Santa Clause as

the old fat man in red and white! Normal 0 false false false false EN-US X-NONE X-NONE MicrosoftInternetExplorer4

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