Coca-Cola’s Marketing

Strategies
Evolution of Marketing Strategies over the years
• Early marketing strategies focused on developing taste experiences
• Developed advertising campaigns to increase brand recognition
• Popular campaigns like ‘Share a coke’, offered free soda samples

Logo, Label and Packaging

• Standardised logo in 1923 to preserve it as a recipe
• Logo designed to manipulate people's minds
• Bottle design influenced by the shape of cocoa pod
Emotional Advertisement and TV Commercials
• Popular tagline “Open Happiness” resonates celebration among the customers.
• TV commercials were created on the basis of real-life experience of the consumers
• TV campaigns targeted the youth population like ‘Thanda matlab coca cola!’

Events and Sponsorships

• Long history of sponsoring shows & events like American Idol, The Olympics, etc.
• Popular gaming partner. For example, 1928 Olympics in Amsterdam
• Sponsors Football World Cup since 1978

Out of Home Advertisement

• Use Times Square billboards to promote social distancing message
• Installed soda machines in India & Pak where people could touch hands and dance
• Installed vending machine in Australia where people yelled ‘Yes’ to get a free bottle