By Subha Pathirage–10232732
This report is about the Atlanta-based beverage retail giant Coca-Cola Company's latest global integrated advertising campaign "The Brrr effect". The campaign was launched in the first half of 2007 in South Africa and has run in 41 markets around the world with the aim of increasing sales of the company’s flagship product Coca-Cola. The report discuses the about the Coca-Cola Company, its various campaigns launched over the years and the role played by these campaigns in enhancing the brand image of Coca-Cola. The report focuses on the "The Brrr effect" launched in 2007 by Coca-Cola. The latest campaign is based on a spontaneous ‘Brrr’ expression, a feeling of refreshment that is experienced after sipping an icy cold Coca-Cola. The report discusses in detail the objectives and various elements of the ‘Brrr’ campaign and the launch of the TV adverts in four countries and how it was adapted in accordance with the tastes and preferences of the people in those countries. The report concludes with a critical analysis on the different approaches undertaken and with ideas on how the global campaign could be made more effective so that it strikes the right chord with its consumers in different countries.
Table of Contents
2Coca-Cola - The Company4
4.1The Launch – ‘Brrr’ in South Africa8
4.2‘Brrr’ in Philippines9
4.3‘Brrr’ in Sri Lanka10
4.4‘Brrr’ in India11
Over the years Coca-Cola has maintained a strong brand identity in the global market. It is one of the biggest brands in the world with a powerful positive image in the minds of the customers. In many countries Coca-Cola is the market leader in the soft drink market mainly because of its appealing advertising strategies and highly efficient distribution systems. Throughout Coca-Cola has managed to produce commercials that keep the world asking for more. By incorporating sports stars, actors and singing legends, Coca-Cola has retained a youthful following and the campaigns have created spin-off benefits. Coca-Cola is dedicated to revitalizing its image continuously by coming out with new slogans such as "Enjoy Life", "Coke is it", "Always Coca Cola", "Enjoy", "Coke adds life" and "The Coke Side of Life". The latest offering is Coca-Cola “The ‘Brrr’ Effect”, created by global marketing giant Ogilvy in Johannesburg.The campaign emphasizes on the feeling of sudden refreshment and revitalization of all senses that one is taken over by an uncontrollable shudder at the sip of a cool Coca-Cola. The new tag line “The ‘Brrr’ Effect” serves as a platform for all other integrated promotional channels for the Coca Cola brand around the world. It has run in 41 markets so far and has become one of the globally successful campaigns for the brand Coca-Cola.
2Coca-Cola - The Company
Established in 1886, The Coca-Cola Company is the world's largest beverage company. The company is best known for its flagship product Coke®, invented by pharmacist John Pemberton in 1886. (www.coca-cola.com) Along with Coca-Cola®, recognized as the world's most valuable brand (www.businessweek.com) the company markets four of the world's top five soft drink brands, including Diet Coke®, Fanta® and Sprite®. It operates in more than 200 countries and markets more than 2,800 beverage products. These products include sparkling and still beverages, such as waters, juices and juice drinks, teas, coffees, sports drinks and energy drinks. (http://www.thecoca-colacompany.com) The Coca-Cola system comprises the parent company and more than 300 bottling partners worldwide. The company manufactures and sells concentrates, beverage bases and syrups to bottling operations, which then produce a wide array of Coca-Cola beverages. The company owns the brands and is responsible for consumer...