Coca Cola - Intimate Advertising

Now I'm sure everyone knows the household name of 'Coca Cola', I'm even certain that if I were to show only half, no 1/3 of the logo to a group of strangers on the street, they'd all recognise the brand immediately. This celebrity-like status is largely due to the incredible efforts of the marketing and advertising team at Coca Cola HQ. Because, in reality, all it really is, is sugary brown liquid. So, how does everyone on planet Earth know this brand so well? Advertising, cramming images, videos, social media down the neck of society so we keep on buying the stuff. I for one know the damage that Coke does, you only have to google 'effects of coke' on Google to see the rotting images of teeth. However, I think the advertisers have it all wrong - they should really be selling it as a penny cleanser.

Despite it's reputable rust removal effects, the advertisers at Coca Cola HQ disguise these hidden product talents by reminding us that Coca Cola isn't just a drink - it's a source of happiness, with taglines such as 

'Coca Cola: open happiness' 

'The Coke side of life'

'125 years of sharing happiness'

And we all know that it was in fact the corporate giants at CCHQ that tailored Santa's RED suit. I bet that you're also one of those people, or know one of those people that say "ah it's not Christmas until you see the coke advert" or just has to update their Facebook status to let all their friends know that they've seen it! The CCHQ have even cashed in on this belief by supplying 'coca cola trucks' around the big cities of the UK to give away free cans of the brown glug and you can have a picture with the truck too! Okay I admit it, I'm guilty, I posed there Xmas 2012 at Meadowhall Sheffield.

Okay, if you're still reading this, I'm now about to make my point. Coca Cola have now gone one step further than any other household brand with their marketing campaigns. Summer 2013 gave us our own personalised Coca Cola bottles and cans! Wow. Now to some people, it's seen as a fun, innovative and creative use of advertising and developing that brand relationship management that Coca Cola has so well defined the last 125 years. But to others, skeptics like me, it's pretty much an invasion of personal privacy; if you're lucky enough to have your name appear on a bottle or can that is. The 'Share a Coke' campaign hosts 250 popular British names, clearly 'Freya' isn't as popular as 'Graeme' or 'Lukasz' (both names I regard as spelt incorrectly). It's gone so far as to even create a tour. And it's all in the name of buzz marketing. Social media marketing on steroids. You can tweet them, facebook them, instagram them, or visit their website.

 

You may interpret this as a skeptical dig towards 'Coca Cola' and their historical advertising but actually I admire CCHQ for their creative and innovative advertising and marketing campaigns. I believe that they pave the way for commodity products to become infamous celebrity status icons! The fact that the brown/black sugary beverage can have this much impact and interaction with people and their everyday lives fascinates me. So, to conclude Kudos to Coca Cola! Congratulations to 125 years!