Coca Cola Advertising

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Jahmill Jenkins
November 13, 2012
English Advanced Exposition
Joseph Conlin

Over the years Coca-Cola has overcame a great deal of success. For over a century now Coca-Cola is still in business and at the top of its game. Advertising with Coca-Cola helped the brand become popular in households, and nationwide. Coca-Cola has used Internet marketing and other strategies to stay at its peak position.

The first date a Coca-Cola soda was sold to a customer would go back over a century to May 18, 1886 at Jacob’s Pharmacy in Atlanta. He ran an advertisement through the Atlanta Journal stating that the drink was “Delicious, Refreshing, Exhilarating, and Invigorating.” Right after that advertisement was published a new one was created to give the product a push in the Industry to sell more. “John Pemberton ran a longer and more persuasive newspaper ad. It still promoted the drink as a ‘delicious, exhilarating, refreshing and invigorating’ drink, but added more promises that the drink is an ‘intellectual beverage’, ‘temperance drink’, ‘brain tonic’, and it even claims to be able to cure ‘headache, neuralgia, hysteria, melancholy’ and more”(Arandilla 2011). That being said Coca-Cola advertised consistently without the help of the advanced technology that we have in the present day. Even back then the advertisement didn’t have much truth to it, but because it was a time period so long ago people believed anything for the simple fact of nobody can say that the statements that were made by a company or organization were false.

After those advertisements were published as an advertisement in a journal, Coca-Cola continued to advertise in different ways. During the 1900’s they used pretty young women to advertise their product. In the 1930’s- 1960’s Coca-Cola came up with a new creation to catch consumer’s eyes to buy this soda product. A new spokesman for the product, a fat, happy, white bearded, red suit wearing man was introduced as Santa Claus. Of course Coca-Cola didn’t invent the person itself Santa Claus, but the image that we have of him in every picture when Christmas comes around is the image that Coca-Cola use for three decades in the 1930’s through the 1960’s. This was a smart marketing strategy that Coca-Cola implemented. This is only one of the many strategies that they have used to get their name known throughout the industry.

In the 21st century advertising has become much easier in terms of getting its name on the market. Companies advertise in newspapers, radio, television, and billboards. With the advancement in technology companies can now use the internet to advertise its product. Advertising brings in the most revenue for a company. Statistics show that advertising occupies 33% of how a company gets its name on the market, and in no other category is the percentage above 20%. Coca-Cola knows that advertising is the best way to get its name on the market and for consumers to buy it.

Coca-Cola was now known for being a maker of soda as a brand. So Coca-Cola took it a step further and created a campaign that would get them known globally. “With the swift expansion, Coca-Cola went with a massive advertising campaign. Coca-Cola always believed in advertising. The international appeal of Coke was shared in their advertising with the slogan: ‘I’d Like to Buy the World a Coke’” (Arandilla 2011). This campaign helped Coca-Cola put its name out on the market. With the company advertising globally, one person can’t acknowledge that red and white logo. “Each year, Coca-Cola spends $2.9 billion on advertising (more than Microsoft and Apple combined) even though 94% of people around the world recognize its red and white logo” (Bashin 2011). Spending billions of dollars is much of a risk for a company but the strategy was for everyone to know the brand Coca-Cola.

Some companies might look at this advertising strategy and think the company will lose out because they are spending a...
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