3. Coca cola advertising campaign
1. Love story
Plastic is a hot topic right now, particularly for FMCG brands like Coca Cola.
In 2017, Coca Cola Great Britain created a recycling-focused advert called “Love Story”. The ad, which
involved a set made entirely out of recyclable material, depicted two plastic bottles falling in love over and over
again – all thanks to the magic of recycling.
With Coca Cola recently announcing that it aims to collect and recycle the equivalent of all its packaging by
2030 – the campaign was a notable example of the brand stepping up on this issue.
2. Taste the Feeling
In 2016, Coca Cola rolled out the integrated ‘Taste the Feeling’ campaign – an update to its previous ‘Open
Happiness’ tagline. With a number of international agencies working on the campaign, it involved 10 TV
commercials, digital, print, out-of-home, and shopper initiatives.
Overall, the theme was to offer an insight into the everyday moments and feelings that surround drinking Coca
Cola, as well as to show the diversity of people around the world who enjoy it.
‘Taste the Feeling’ also coincided with the ‘one brand’ strategy in Great Britain, which markets Coke, Diet
Coke, and Coke Zero under one umbrella (in terms of branding and design).
3. London
labelling has been changed altogether so all Coke products have different names on them.
4. 4. ThatsGold
In celebration of the Rio 2016 Olympic Games, Coca Cola Brazil launched
the ThatsGold campaign, designed to celebrate the feeling that comes with
accomplishing something great – no matter how big or small.
Ads for the campaign featured famous gold medal-winning moments from
previous Olympic Games, as well as famous athletes like Nathan Adrian and
Jodie Williams. The ads were tailored to global markets too, with countries
like the US and Australia seeing more of their own national athletes featured
Alongside digital and out-of-home ads, ThatsGold also included an
experiential element, with the Olympic Park hosting a special Coca Cola
space for visiting fans to have their photos taken with props and buy
branded pins and memorabilia.
5. 5. Super Bowl 2012
In 2012, Coca-Cola’s Super Bowl ad campaign involved two polar bears that reacted
to events on the field in real time.
Viewers could interact with the polar bears, who were supporting different teams, by
asking questions and posting photos to Facebook or Twitter. When the bears responded
they pulled out a smartphone to tweet messages or used a tablet to display images
submitted by fans.
As well as a dedicated microsite and social media channels, Coke streamed the real
time footage to rich media ad banners on ESPN.com and on mobile apps.
6. Share A Coke
It goes without saying that Share A Coke is one of Coca-Cola’s most noteworthy digital
campaigns.
The campaign was originally trialled back in 2011, resulting in a 7% increase in sales. It
also earned a total of more than 18 million media impressions, and traffic on the Coke
Facebook site increased by 870%, with page ‘likes’ growing by 39%.
The campaign gives people the chance to order personalised Coke bottles through a
Facebook app.
6. 2012
Following the two guiding principles of creating ‘liquid and linked’ content, for the Olympics in 2012 Coke decided to
target teenage consumers by taking advantage of the inherently social values of the Games, which see the whole
world coming together to focus on one event.
The campaign was called ‘Move To The Beat’, and the idea was to use music as the critical element of the
storytelling.
Coke recruited London-based producer Mark Ronson and singer Katie B, then took five Olympic hopefuls and used
the sound of their sports to create a song.
The campaign involved five key elements that we’ve discussed in a previous blog post : a feature length
documentary, the song, TV commercials, Beat TV, and a series of digital/mobile apps called ‘The Global Beat’.
Overall the campaign yielded some impressive results:
There were more than 25 million video views in total across desktop and mobile.
1,220 people subscribed to the channel.
Coke was the second most talked about brand during the Games.
It achieved 242 million social web impressions, 39 million impressions on Facebook and 546,000 impressions on
YouTube and Beat TV.
Move To The Beat was mentioned 246,000 times on Facebook.
Coca-Cola attracted an additional 1.5 million Facebook fans and 21,000 Twitter followers.
The campaign achieved 245 million search impressions, 461,000 clicks and a CTR of 0.2%.
7. Coca cola advertisement campaign
Target market
Coca-Cola has no specific target market, according to MarketMixx.com. Most of
the target marketing is geared towards young people, but some advertising is
tailored for older people.
The company has set certain limitations when it comes to target marketing. Coca-
Cola targets mostly people who are 12 years old or older. According to Coca-Cola,
the company is reducing the amount of advertising that targets children who are
younger than 12. The company indicates that it avoids buying advertising that
markets to an audience ratio that is more than 35 percent under the age of 12.
8. Coca cola advertising agency
When the Coca-Cola Company was named "Marketer of the Year" by AdAge in 2011, the
flagship brand was 125 years old, but even today, the company is not too old to learn.
Coke's marketing strategies have produced some volatility over the long-haul, but part of
that is due to the willingness of Coke to innovate. Apparently, the marketing overhaul has
worked.
According to Natalie Zmuda of AdAge, Coca-Cola's marketing focus changed in 2007 when
Mr. Tripodi came on board from Allstate. AdAge described the following marketing
challenges:
Coca-Cola was too dependent on its flagship drink Coke.
Coca-Cola's advertising and use of advertising agencies were inconsistent.
Coca-Cola was seen as a "sluggish, hidebound marketer."
Mr. Tripodi told Zamuda he believes that the culture at Coca-Cola has a lot to do with its
success. The team is said to share both the successes and the learnings from failures,
which is a must given the size and scale of The Coca-Cola Company. Mr. Tripodi said,
"We've got a team of people around the world that is less concerned with getting credit and
more concerned with getting behind a great idea." The Coca-Cola Company could be
classified as a learning organization as it has demonstrated adaptability and creativity over
many decades
9. Coca-Cola appeal of the ad
Coca-Cola appeals to consumers at both a local and global level. The company
uses advertising strategies, such as linguistic techniques and appealing to regional
popular interests, to create a local appeal for the product. Their holiday and
Olympic campaigns give consumers a sense of taking part in a globally appealing
product.
The phonetic translation of Coca-Cola was unattractive in Chinese ("bite the wax
tadpole"); the name was changed to a less exact translation ("taste good and
make you happy") that gives a much better consumer perception of the brand
value (Shengdong)
11. Colgate vedshakthi advertisement
campaign
The campaign highlights the role of the mouth as the gateway to our body and how
an unhealthy mouth, can increase the possibility of bacteria entering our system
leading to higher risk of several health issues.
The campaign is created by Red Fuse Communications, kick-started with the
launch of a TV campaign in 10 regional languages including Hindi, Marathi, Telugu,
and Tamil.
The TVC features a young girl child dressed as her mother, determined to educate
her father about the harmful effects of poor oral health. The campaign is being
amplified further across mediums like print, digital and social media. To ensure
widespread reach, the brand will also promote the campaign through brand
engagement with top Instagram influencers across states.
12. Colgate Vedshakti
target market
Vedshakti , launched a year ago, was aimed at Baba Ramdev-led Patanjali, which challenged
the multinational’s dominance of the segment with its Dant Kanti toothpaste.
ADVERTISEMENT
“We have seen them in India approaching 1 share point; and in the modern trade,
approaching 2 share points,” said Cook.
Within natural or ayurvedic space, Colgate has about 35% share with brands such as
Colgate Active Salt range and Colgate Herbal. With 25% of India’s toothpaste market being
herbal, analysts feel Colgate is on a strong footing with a changing toothpaste portfolio.
ADVERTISEMENT
“Although the company’s market share in this sub-segment is low compared to its overall
54% market share, we believe this is still reasonable and can be expanded further with the
rollout of new products,” said a recent Motilal Oswal report.
Analysts also reckon that rural recovery will be more crucial for Colgate, given its high rural
market share at 58%. Colgate reported six years of double-digit, or close to double-digit
volume growth, before slowdown in FMCG over FY14-17 due to poor monsoon and then
note ban, led by double-digit rural volume growth.
13. Colgate vedhashakthi advertising agency
Colgate-Palmolive , the company behind the eponymous toothpaste, said
innovation in India to compete within ayurvedic segment has helped launch similar
brands in global markets too.
"We have stepped into now changing the shape of our portfolio as part of
innovation. And that may be the transfer of a global brand to a new geography or a
new retail channel, as we have described or indeed the development of a local
brand, either in response to a competitor, like Vedshakti in India now transferred
under Colgate Naturals Panjaved (in Thailand)," Ian Cook, global chief executive of
the US multinational, said in an investors’ call.
14. Colgate vedhashakthi appeal of the ad
Colgate suffered a setback in the toothpaste ad-war with Hindustan Unilever
(HUL) as a review petition filed by it before a single judge in the Delhi High Court
was dismissed on August 27.
Colgate had earlier filed a suit in the Delhi High Court seeking an interim order
restraining HUL from airing or publishing ads of its newly launched Pepsodent
Germicheck Superior Power toothpaste, claiming the ads were tarnishing,
defaming the worth and reputation of its toothpaste brand
16. Whirlpool washing machine
advertisement campaign
Whirlpool has launched a new television ad to celebrate "little moments of care for our
loved ones".
The TV commercial, featuring Kriti Sanon, unveils a new baseline - Every day, care. It
beautifully brings together a montage showcasing everyday snippets of different
homes, different relationships and how Whirlpool makes it easy for members of a home
to care for another, thus transforming ordinary moments into extraordinary ones.
Shedding more light on the brand communication, KG Singh, VP, Marketing, Whirlpool
India said: “We are proud to announce the launch of our ad campaign. The new
campaign celebrates the driving force behind everything we do. At Whirlpool, every
feature we innovate, every technology we provide, is designed to be simple and
intuitive, so that it’s easy to care. Because we believe that it’s not the appliances, but
what we do with them that matters.”
17. Whirlpool advertising agency
American home appliances giant Whirlpool is currently scouting for a creative
agency. The process is underway in Delhi.
Draft fcb Ulka has been handling the creative duties for Whirlpool for several years
and has worked on its washing machines, refrigerators, air conditioners and
microwaves businesses. The agency has played a significant role in establishing
the brand in India.
Towards the end of 2007, Whirlpool initiated a pitch and in January 2008, the team
brought on board Contract Advertising. The agency was given the mandate to
handle the creative duties for Whirlpool's foray into new categories as well as the
then new products (including water purifiers and built-in appliances like ovens for
modular kitchens) it planned to launch in its existing categories.
18. Whirlpool appeals of the advertising
The K factor seems to have worked well for Whirlpool in India. While the coolest one
Kelvinator helped them establish their manufacturing base way back in 1996, roping in
actors Kajol and Ajay Devgan in 2005 strengthened its connection with the Indian
households. Whirlpool of India's vice-president, marketing, Shantanu Das Gupta reveals
the road ahead for the appliance giant in a free wheeling interview with . Das Gupta
joined Whirlpool in 2002 as vice-president, consumer service and move Tarun Shukla d to
marketing in 2005. Prior to joining Whirlpool he worked in two FMCG companies Reckitt
Benckiser and Unileverland has had stints in both sales and marketing .What were the
key learnings from Whirlpools early hiccups in India
I hope others have learnt something from us too. When we started, there were some very
strong brands Voltas, Alwyn and Godrej. But look at the market now. Some of them are
there, others aren’t. The bottom line is, in a competitive scenario someone gets ahead
and someone lags behind.
19. Whirlpool target market
According to the example of the washing machine of Whirlpool Company,
Married women want to purchase a washing machine.
The main targeting option could be women Age: 25-40 and in the metro city.
21. Sony television advertising campaign
When it comes to colourful and vibrant marketing campaigns, Sony takes the
crown.
We take a look back at 2006 and Sony were prepped to do their global campaign
for their new SONY Bravia TV range. HD TV's were starting to be the norm in
homes and lots of companies were jostling for lead position in the increasing
market. People were being hammered with specs which they didn't understand so
often people only looked at price. Sony chose to focus on a specific feature, and
that feature was colour.
22. Sony television target market
To launch its new 4K Ultra High Definition TV, SONY’s strategic objectives were to :
Build awareness and desire for the new, premium product line
Educate consumers about 4K and SONY’s 4K technology
Energize consumers to talk about SONY 4K TVs
On average, electronics shoppers read 11 reviews before making purchases. Not all
reviews are equal —84 percent of electronics shoppers trust consumer reviews on
Amazon.com the most (more than professional reviews). Thirty percent of online buyers
started researching their last online purchase on Amazon versus 13 percent that
started via search engines.
Marketers conventionally have only used e-commerce as a sales channel. Based on
what the above insights revealed, the brand’s e-commerce approach was redefined. It
was used to launch 4K TVs where electronic shoppers’ journeys start by creating an
experience to spark desire and inspire product advocates.
Target Audience:
The target audience was affluent consumer electronics shoppers nationwide.
23. Sony television advertising agency
Sony TV is Sony Pictures Network’s Hindi general entertainment channel that
broadcasts various entertainment shows like daily-soap operas, reality
shows and other entertainment programmes. Sony TV was launched in 1995 and
is one of the leading Hindi-entertainment channels today. Sony TV is one of the top
Hindi Entertainment channels according to the BARC viewership data.
24. Sony television appeal of the ad
devil with horns and tail with a grimly mocking smile.
A radical advertisement in the 1980s evoked all these negative emotions to sell a
brand-new television – Onida
Onida TV’s advertisement and its iconic mascots, ‘the devil’, captured the
imagination of Indian middle-class like few brands did. The pros and cons of the
ad’s negative appeal was debated ad nauseam in the media, in living rooms and in
the profession.
26. Yamaha motor bike advertising campaign
Yamaha conducted a massive sales promotion campaign, "Weekend Riders,"
from March 1996 to summer 1998 in order to generate demand for
motorcycles. The campaign naturally promoted the fun of cruising to
teenagers and young people in their twenties, at the time an age segment
that had relatively little experience with motorcycles due to lifestyle
changes. However, another major aim of the campaign was to bring back
the middle-aged segment, particularly people who enjoyed riding
motorcycles when they were young but now only had unused licenses.
Along with conducting an extensive public relations campaign with a media
mix that included television and radio commercials, flyers and posters at
dealerships, full-page ads in newspapers, and advertisements in popular
weekly magazines and specialty magazines, Yamaha developed a large-scale
campaign in partnership with Yamaha dealerships to appeal to the
motorcycle-riding lifestyle. This included holding test-ride events for the
Majesty 250 at some 500 dealers around the country in order to popularize
motorcycles as a means of commuting to work.
27. Yamaha target market
Yamaha mainly targets the middle-class people who are looking for something
stylish, offering good mileage guarantee and will not break the bank. It also targets
youths who are within the 25-35 year group bracket. Fortunately, the biggest part
of the population today comprises of the middle class, with the youth age group
also taking a great claim of the population.
The company has one of the most excellent advertisements, branding, global
distribution and promotion strategies that have enabled it to be present in almost
all the countries in the world. Yamaha’s presence is well felt mainly in the North
American continent, Europe, and Asia especially Japan. Its presence in Africa is
not as formidable but very considerable.
28. Yamaha advertising agency
Yamaha Motorcycles has picked JWT Jakarta to help build its brand profile and
launch new products in the Indonesia market.
JWT won the account in November after a month-long pitch against four
competing agencies. Going forward the agency will create campaigns for the brand
that cut across print, TV, radio, and outdoor media.
Currently, Yamaha holds the second-largest share of Indonesia’s motorbike
market. Motorcycle sales, which is a key indicator of domestic consumption in
Southeast Asia’s largest economy, rose 7.1 percent to 4.22 million units in the first
half of 2014 over the same period last year, according to the Indonesian
Motorcycle Industry Association.
29. Yamaha appeal of the ad
For a generation that grew up in the ’90s, Yamaha meant light weight high-speed RX 100
bikes that became the preferred choice of the young. The motorbike defined everything
that was cool in the ’90s.
Yes Yamaha! The tagline of the Japanese two-wheeler brand also resonated very well
with the brand image of that time.
At a time when local brands such as Hero Honda and Bajaj Kawasaki had a very basic
production line, Yamaha India’s strategy to make its bikes sporty, exciting and stylish had
made a differentiated product in the urban markets.
But that image started fading in the early 2000s and the brand started losing connect with
the Indian consumer, which now had better options in Hero Honda and Bajaj, which had
upped their design and engine power game.
After a few dull years, in early 2008 the brand realised young India’s desires and came up
with the sporty, stylish and comfy combo in bikes. With the launch of R15, and FZ bikes in
2008, the company got a huge uplift in the motor industry. The brand since then is one of
the most desirable two-wheelers among all the classes of youth in India — from bikers to
racing enthusiasts to college goers.
