Coca-Cola and Integrated Marketing Communications
In 1893 the Coca-Cola logo became a registered trademark. This marked what would become most recognizable brand around the world. If you have a television, radio, or get out now and then it is almost impossible to not be exposed to some form of marketing campaign or advertising of Coca-Cola products. Coca-Cola is a thriving global corporation that is firmly embedded in 206 countries and is a $67 billion dollar corporation (CNBC, 2013). Coca-Cola’s Senior Vice President of Integrated Marketing Communications, Wendy Clark, is responsible for Design, Marketing Communications, Media, Sponsorships, Interactive Marketing and marketing the Live Positively sustainability platform (Coca-Cola, 2013). The Marketing team’s latest campaign is the “Open Happiness” campaign. They utilize holistic design and only use ad agencies that have proven track records and a thorough understanding of digital media opportunities. The use of online streaming media, pop-ups, and interactive ads, online flash ads, and sponsorship are all great mass communication methods or part of a communication design. Even a world renowned leader in the soft drink industry isn’t leaving things to chance by just attempting to sustain sales based on their incredibly strong brands. They realize the need to maintain a presence and even lead the crowd into the latest marketing techniques ensuring their continued success through clearly and consistently communicating their advertising messages.
Through Coca-Cola’s great products and consistent and worldwide communications delivery, employing every delivery vehicle imaginable, they have managed to sell 3,500 different products worldwide and still growing, receive 1,322,000 tweets per quarter, been in business for over 128 years, have 16 $1 billion dollar brands (extensions), and their products are available in