Two Related Theoretical Perspectives:

Theory 1: Bottle and Logo of Coca-Cola

In its history, Coca-Cola has had several bottles, worth more than three years. The world's
favorite soft drink started life as a soda fountain drink, selling one glass for five cents, but it
was then that Coca-Cola grew into a world-renowned brand today.

After becoming Coca-Cola's largest partner in Georgia, businessman Asa Griggs Candler in
1888, through partnership with regional bottling companies, he focused on developing
Coke as the country's most popular cola.

In1915, several hundred competitors lost market share to Candler. He initiated a

nationwide bottle design competition to remind customers that Coke is a premium product
that cannot be mistaken in a standardized clean glass bottle with some other brown cola.

The Indian Root Glass Company has chosen to enter the competition and will base their
design on the name of the company. Butler wrote, mold shop supervisor Earl R. Dean found
an illustration for the cocoa plant which caught his attention during a flurry of dictionaries
for the word "coca" and similar words. Cocoa Cola had nothing to do with Cocoa, but the
shape of Cocoa Pod was odd but appealing. He and his team got to work and as competition
champions were declared the next year.

When part of protective marketing, the Coca-Cola bottle concept was commissioned, but
continued to support its size as a logo and product. The business has been promoting the
image of a bottle of coke as a symbol even after drinking coke as a norm for replacing
plastic glass in places like the US.

The idea of the special bottle of Coca-Cola came from the traditional marketing strategy of
the company. A national competition for new bottle designs was launched in 1915, when
the brand lost market share to several hundred competitors. This will show consumers that
Coke is a premium product without being confused with any other brown cola in the same
kind of clear glass bottle.
The competition used a weird and interesting image of the winner's cocoa pod. The Coca-
Cola commissioned the bottle design and began promoting the logo in addition to size. Over
time, the company has been promoting the image of a bottle of coke as an icon, with glass
being the standard way to drink coke instead of plastic around the world.

Bookkeeper Frank Masson Robinson of Pemberton decided that the Spencerian script used
by the Coca-Cola logo should be written to the accountant as it would separate it from its
competitors. In 1923, Coca-Cola decided to start writing its logos in a Spanish script used
by accountants of the time. The feeling was that this would definitely differentiate the
brand from the competition. As with the recipe, the original logo has been touched, even
though the packaging can adjust over time.

As a result of Coca-Cola's use of logos in its marketing strategy, it has been affecting
people's minds for over 100 years.

Theory 2: Marketing Campaigns of Coca-Cola

1. “Share a Coke” Campaign:

Last June, in the United States, Coke launched its "Share a Coke" campaign, using the most
popular millennial name of the United States to sell its goods to individual customers.

The promotion has been a huge success for US viewers, with the ad being significantly
targeted at the very short run. More than 125,000 social media posts were listed in the
"Share a Coke" campaign between June 27 and July, according to the Wall Street Journal,
and 12 percent of online Coca-Cola conversations could be blamed at that time.

Sharing around the world:

The "Share a Coke" campaign, of course, has not only been launched in the US.

The campaign started at the end of the 20th in Australia and New Zealand, one of the most
successful advertising campaigns in recent history, whose popularity proved to the
company that the commercial was worth replicating in other parts of the world.
Throughout Australia's test period, Australian young adults ' use of Coca-Cola products
increased by half and social media advertising received over 18 million impressions. Coke's
page has 3970 per cent more followers and 840 per cent more page visitors, especially in
terms of Facebook.

The "Share a Coke" campaign has grown to include the Us, China and Brazil to 25
international markets.

2. "Always Coca-Cola" Campaign:

Perhaps this is the most well-known marketing campaign ever. The corporate logo of Coke,
responsible for the enduring branding of polar bears, began with the marketing of "Always
Coca-Cola" in 1993 when the company decided to experiment with a technological
development: computer animation.

One of the two commercials aimed at promoting "Always Coca-Cola" stood out: the
commercial "Northern Lights," which would immortalize the heart-stopping link between
Coca-Cola and the polar bear.

3. "The World Cup" Campaign

As the official sponsor of Brazil's 25th FIFA World Cup, Coca-Cola had a great opportunity
to advertise itself to hundreds of millions of football and football fans who would follow the
event's lead. The creation of the "World Cup" was established to celebrate the unity that
can carry with it the passion of many people for single sports. Coke did a great job of
tapping a believable and captivating storyline into this campaign, especially when
compared to Pepsi's World Cup 2014 commercial. What I like about this campaign in
particular is that it's not just great stories. In reality, Coke brought to the World Cup more
than 1 million fans from over 90 countries.
Anyone can make beautiful, amazing videos (and it can also be very complicated), but with
this campaign, I think Coke's true strength lies in its determination to follow up with the
brand.