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A Coca-Cola Great Britain case study

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Page 4: Global advertising

Coca Cola Great Britain 5 Image 4Advertising is a most effective force in gaining social acceptance for any product and Coca-Cola has recognised and used this power from its very first advertisement in 1892.

Over the decades, by emphasising youth and energy, Coca-Cola has created advertising slogans, or 'straplines' , which are memorable, innovative and still relevant to the brand today:

    1886 - Delicious and Refreshing
    1929 - The Pause that Refreshes
    1942 - It's the Real Thing, often used since 1942
    1963 - Things go Better with Coca-Cola
    1971 - I'd like to Teach the World to Sing
    1976 - Coke Adds Life
    1982 - Coke is It
    1989 - Can't Beat the Feeling
    1993 - Always Coca-Cola
    1996 - Eat Football, Sleep Football, Drink Coca-Cola.

Coca-Cola is able to engage in global advertising because the messages created about its products have a universal appeal. Coca-Cola's powerful brand personality has become a vehicle for promotion in its own right.

Coca-Cola has provided a platform for a number of highly successful artistic and sporting events, including the Olympics. The brand has also proven to be strong enough to support a wide range of branded merchandise bought not only for its quality, but because it is fashionable.

Coca-Cola Great Britain | Within an arm's reach of desire