1. Coca-Cola > Brand Case Study
Coca-Cola
A Brand Case Study
2008

2. Coca-Cola > Brand Case Study
Contents
The Coca-Cola Brand: control functions:
World’s Top Brand play movie
Corporate History
Brand Values TV - media
Campaign Evolution
radio - media
Current Global ‘Big Idea’
The Coke Side Of Life press
Integrated Global Campaign
poster / billboard
Local Market Activation
The Key Campaign www
Happiness Factory
Spaces & Sponsorships online ad
Sport Non-traditional-media
Music
Key Coca-Cola Trends further documents
Consumer-led
Connected
Please click on all images with a
CSR & Ethics control function icon (above) to
play creative or hyperlink to
Entertainer website.
Appendix: This reports is best viewed online
Sources, Credits & Contacts

3. Coca-Cola > Brand Case Study
The World’s Number One Brand
Coca-Cola Remains At The Pinnacle Of Global Brand Recognition:
Achieved via product innovation and advertising/marketing leadership
Unrivalled Contemporary Consumer Understanding:
Being in step with consumer trends, changing lifestyles and the ability to
anticipate what lies ahead – this is the hallmark of Coca-Cola’s success
Enduring Brand Values:
A unique and engaging world view that revolves around ‘optimism’,
‘togetherness’ and ‘authenticity’ – the brand stands for a lifestyle that brings
all people together with an uplifting promise of better times and endless
possibilities
Stands The Test Of Time:
These values ensure Coke is as relevant and appealing to today’s generation
as it has always been and underpins fierce consumer loyalty, affection & love
Iconic Status, Cultural Power & Unifying Global Appeal:
“A Coke is a Coke and no amount of money can get you a better Coke than the
one the bum on the corner is drinking…Liz Taylor knows it, The President
knows it, the bum knows it and you know it.” Andy Warhol

4. Coca-Cola > Brand Case Study
The Brand > History
1886 - 1892: Debuts in Atlanta at Jacob’s Pharmacy Soda Fountain (5c per glass)
1893 - 1904: Transforms from invention into a business - taster coupons, branded
clocks, urns, calendars - music hall star Hilda Clark is first celebrity spokesperson
1905 - 1918: Coca-Cola goes overseas and, as rivals appear, focuses on ‘authenticity’
(“demand the genuine/accept no substitutes”) and develops iconic ‘real coke’ bottle
1919 - 1940: Marketing genius Robert Woodruff led global brand expansion: Coke
begins association with Olympics in 1928 and easy-to-drink innovations arrive (eg six-
pack & open top cooler) to put Coke at centre of people's lives
1941 – 1959: Expands to 120 markets, partly driven by links with US army in WWII. Put
within “arms reach of desire” and becomes part of optimistic/fun/prosperous US lifestyle
1960 – 1981: Flavour expansion (Fanta, Sprite, TAB, Fresca) and acquisition of Minute
Maid in 1960. Advertising came into its own in 1970s (brand connected to “fun, friends &
good times” – intl. appeal embodied by1971 TVC “I'd Like to Buy the World a Coke.“)
1982 – 1989: Intelligent risk taking phase: bottling combined & split into new business,
Diet Coke introduced, followed by controversial New Coke formula (taste tests were
positive, but real world emotional bonds made it worst marketing initiative ever)
1990 – 1999: More global expansion. Tighter sports connections (eg Olympics, FIFA
World Cup, Rugby World Cup & NBA) & Powerade. ‘Always Coca-Cola’ debuts in 1993
2000 – Now: More than 1.4 billion drinks sold each day and when people choose a
Coca-Cola brand the Company wants that choice to be exciting and satisfying, every
single time – so introduces the present global ‘The Coke side of life’ platform

5. Coca-Cola > Brand Case Study
The Brand > Values
Authentic Optimistic Lifestyle
The Original Fun Part Of Life
The Real Thing Friendship US Lifestyle
Genuine Good Time Everyday
No Substitutes Prosperous Always There
Satisfying Exciting In Arms Reach
Global
Nationality / Ethnicity / Sex / Age

6. Coca-Cola > Brand Case Study
The Brand > Global Umbrella Campaign Evolution
Buy The World Always Coca- The Coke Side
A Coke Cola Of Life
1971 1993 2000 - Now

7. Coca-Cola > Brand Case Study
Umbrella Global Initiative:
The Coke Side Of Life

8. Coca-Cola > Brand Case Study
Umbrella Concept > Current Global ‘Big Idea’ > The Coke Side of Life
Launched In 2006, This Remains Current Global Umbrella Initiative:
Revolves around Coke’s classic brand values, yet presented in a different way

9. Coca-Cola > Brand Case Study
The Coke Side Of Life
Why Change?
Remains world’s most valuable brand at $67bn
Pre 2006 marcoms too based around sub brands
Lost focus on core brand role and values
Roster agency work was creatively patchy
The Brief:
Conceived by Wieden & Kennedy Amsterdam
Focus on and reinvigorate main Coke brand
Simple strategy getting back to Coke's roots
Refocus on values that made Coke world's No1 brand
Focus on ‘creative excellence’
Nick Liddell - Interbrand, Brand Valuation Director:
"For a long time global work was disappointing. The
‘polar bears’ and 'holidays are coming' ads are only really
memorable cos of this. This is an incredibly positive
move, and Coke's fearlessness in pushing for highly
creative work is commendable. Focusing on the variants
made the company look a little less self-confident.
Refocusing on the main brand makes it appear fresh,
exciting and confident.”

10. Coca-Cola > Brand Case Study
The Coke Side Of Life
The Campaign:
The creative has a 70s feel
Positions the brand as "happiness”
Broke in 199 countries
360 degree integrated
Media & Targeting:
TV – primarily targeted adults
Digital – primarily targeting teens
Experiential – primarily promoting energy drinks
Reach:
Rolled out coherently and consistently globally
Launched with same international creative globally
Subsequently tools and brand book adapted for
local market activity sponsorship
Mary Minnick, Coke’s Head of Global Marketing:
“The company is creating an integrated campaign
that would focus on selling both the value of Coke,
the product, as well as Coke, the brand.”

11. Coca-Cola > Brand Case Study
Coke Side Of Life –
Flagship Global Campaign
“The Happiness Factory”

12. Coca-Cola > Brand Case Study
The Coke Side of Life > Global > Happiness Factory
USA Turkey Russia
Mexico Taiwan China
Coke Side Of Life Spearheaded & Expressed Via ‘Happiness Factory’ Initiative:
Global Cinema, TV & Viral Release (+ Making Of Ad) – consistent & coherent
Localised only via language and ethnicity of initial male actor

13. Coca-Cola > Brand Case Study
The Coke Side of Life > Global > Happiness Factory > Press & Online
Italy Italy Malaysia France
Happiness Factory:
Supported by a range of online and press work

14. Coca-Cola > Brand Case Study
The Coke Side of Life > Global > Happiness Factory > Viral & Microsite
New World Of Coke - Documentary:
Happiness factory was accompanied by a documentary-style viral & microsite

15. Coca-Cola > Brand Case Study
Sponsorships and Spaces

16. Coca-Cola > Brand Case Study
Spaces & Sponsorships > Macro Spaces
Sport Music
Olympics In all its MyCoke Music
sponsorships and
FIFA & UEFA & co-branded tie-ins iTunes
Domestic CC demonstrate: Rock N Coke
Football American Idol
• Active brand
Rugby World participation
Jazz Festival
Cup •Genuine investment B-Estival
NBA & NCAA •Address consumer
interests
Superbowl
Nascar

17. Coca-Cola > Brand Case Study
Spaces & Sponsorships > Sport

18. Coca-Cola > Brand Case Study
Spaces & Sponsorships > Sport
Coca-Cola Beijing 2008 sponsorship - Campaign Summary:
60 second animated TV spot created by Wieden &
Kennedy Amsterdam
Part of the wider global “Live Olympic on the Coke Side
of Life” campaign to support the brand’s sponsorship of
the Beijing 2008 Olympic Games
The execution was aired in the USA to celebrate the
opening of the ‘Birds Nest’ Olympic Stadium
By focusing on the spectacular arena, which a globally
recognised ‘icon’ of the entire Games and of China’s
dedication to the event, this allowed consumers to make
clear links with the Games
The spot follows animated creatures (in black, yellow,
blue, red and green to represent the five Olympic rings,
ensuring the event remains subtly in viewers’ conscious)
on a quest to collect drinking straws (a nice Coke relevant
symbol) from various parts of the world, emphasising the
Olympics’ ability to unite athletes and sports fans from
around the world
Their paths converge in Beijing, where they construct a
red and white birds nest of their own while watching the
opening ceremony over the city
The spot adopts Coca-Cola’s strong optimistic tone and
was relevant to a both genders and all age groups
It allowed the brand to make a clear association with the
Olympics in a fun, entertaining way

19. Coca-Cola > Brand Case Study
Spaces & Sponsorships > Music

20. Coca-Cola > Brand Case Study
Spaces & Sponsorships > Music
Apple iTunes Partnership - Campaign Summary:
Coca-Cola partnered with Apple’s iTunes to launch
Europe’s biggest music promotion ever, a four-month on-
pack promotion spanning across 17 European countries
Songs from the iTunes Store (www.itunes.com) were
given away for free in over 2 billion promotional packs of
Coca-Cola, Diet Coke and Coke Zero
The promotion also gave customers the chance to win
iPods and attend some of the 100-plus Coke and iTunes
sponsored summer concerts across Europe
A special live performance from Faithless, who also
recorded an exclusive track for Coke and iTunes and
collaborated with designers Paranoid on a limited-edition,
aluminium Coke bottle, launched the promotion at Cannes
Film Festival
Chris R. Burggraeve, group marketing director for the
European Union Group said: "Coke+iTunes aims to
reinvent the ways young people create, listen to, and
experience music every day. Thanks to Coke+iTunes,
European youth will enjoy this Summer 2007 the biggest
pan European music experience ever. And what better
way to build bridges among European cultures than
through music?"
The Coke and iTunes summer concerts saw big name
headline acts playing with newer acts from Coca-Cola's
grassroots programme that allows undiscovered artists to
upload their music on Coke's website
(www.coke.com/music ). All of the concerts were recorded
and made available as downloads and podcasts
exclusively on iTunes

21. Coca-Cola > Brand CaseAnalyst – Lucy Wright / Director - Jeremy Edwards
Credits: Lead Study
Contact details: Xtreme Insight, Xtreme Information, 45 Foubert’s Place,
London W1F 7QH. Telephone +44 (0)20 7575 1905. Fax +44 (0)20 7575 1809.
Email jeremy.edwards@xtremeinformation.com Website www.xtremeinformation.com