Within an arm's reach of desire A Coca-Cola Great Britain case study
Page 4: Global advertising
Advertising 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