LoginPage 8: Recognising Makes A Difference
Coca-Cola is a global product and can largely be marketed using a global approach, but the Company also engages in national and regional marketing strategies which illustrate a recognition of local and cultural differences.
The first advertisement of Coca-Cola was an oil-cloth sign containing the phrase 'Delicious and Refreshing' Now throughout the world, you can see Coca-Cola advertised in the cinema, on TV, on posters and in magazines.
The Coca-Cola Company's overall advertising strategy is summed up by the phrase 'Think Global, Act Local' Some campaigns are designed for worldwide use and others developed for individual markets. In some cases a product is developed for local consumption, such as Lilt in Great Britain and Ireland.
The 'Always Coca-Cola' campaign theme has been used worldwide to reinforce the universality of the brand which is 'always' there. However, different advertisements are also made for each market. This enables Coca-Cola to choose the most relevant advertisements for its consumers and to choose how and when they should appear.
In Great Britain, for example, where football is a national passion, 'Eat Football, Sleep Football, Drink Coca-Cola'is a massively successful advertising campaign reinforcing the link between Coca-Cola and football while continuing the brand's support of the game and fans.
