Coca-Cola Ad Campaign

Topics: Coca-Cola, Advertising, John Pemberton Pages: 13 (5531 words) Published: May 17, 2005
Executive Summary
The three major issues in this advertising campaign for Coca-Cola Classic are to increase the number of people who drink Coca-Cola Classic, make our advertising more creative, and to ultimately beat our competitors. Our target market can be explained in just one word, everyone. Since Coca-Cola Classic had been around for many years everyone has heard of it. It does not matter what age, race, religion or what kind of financial status you have. The main thing that we need to do, is to take back all of the people that our competitors have taken away from us over the years. Though we do have great customer loyalty we want to increase the numbers. What's wrong with being the ultimate best? Nothing and that is exactly what we are going to accomplish with this campaign. For our advertising I want to make several different advertisements using all of the media that is available. I want to have fun and exciting advertisements for our youngest audience, with lots of colors and maybe even a popular child cartoon character like Sponge Bob Square Pants for example. For our young adults I want to have advertisements that promote drinking Coca-Cola Classic instead of alcohol. I want to show a television commercial showing kids having a party and instead of drinking beer or liquor they are drinking Coca-Cola Classic, and still having a good time. Now, for our older audience I want to back them back to how we use advertise. Since they have been with us and watched our company grow for so many years I want our advertising to them to be more sentimental and recreate some of the advertisements that we use to use. Seeing things that you remember from the past, like a great Coca-Cola Classic advertisement, brings a good and warm feeling to a lot of individuals. I would also like to send out notices for direct mail to everyone just reminding them how good Coca-Cola Classic is and encourage them to rush out and go get one.

Situation Analysis
John Stith Pemberton (1831-1888) the inventor of Coca-Cola was a druggist. At the age of fifty he decided that he wanted to become part of scientific history, and he wanted to make a fortune. He wanted to invent the perfect medicine and develop a drink so that he could mix both of them. He had learned about the coca plant and how the natives of Peru and Bolivia had chewed this plant for more than two thousand years. The coca plant was said to be a stimulant, an aphrodisiac, an aid to digestion and a life extender. With all of these great things that the coca leaf did he decided that this would be his medicine that he wanted to intertwine this into his drink. In 1885 John Stith Pemberton invented a coca wine and he called it, "Pemberton's French Wine Coca". He wanted to beat out a man named Vin Mariani who was his competitor so he also added the kola nut. He advertised this wine as an "intellectual beverage" and "invigorator of the brain". He also advertised this drink to be a nerve tonic and claimed that it would help people to overcome morphine addiction. Pemberton had a morphine addiction himself that no one knew about. Pemberton did not have a lot of money after doing this so his close friend and bookkeeper, Frank Robinson, invested a lot of money to help out his friend in being able to continue working on creating his dream to make a new beverage. Since alcoholic beverages were not selling very much at the time he decided to try another drink invention. He took the coca leaf and the kola nut and used essential oils instead of wine. His mixture did not taste like he wanted it to though because he thought that it was too bitter. So he had the idea to add sugar instead. He spent many hours in his basement working to perfect his beverage in a three legged brass kettle. They found that his drink tasted very similar to a drink in Atlanta, Venable. So he continued to spend many more hours experimenting with the drink and adding more things into the mixture such as caffeine,...
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