Coca-Cola Advertising Analysis

In this advertising analysis of the iconic American brand Coca-Cola, the history, global growth, and where the company stands today will be explored. 6 advertisments over the course of the brands history will be analyzed as well to showcase how the brand's advertisements evolved over time.

Hilda Clarke Ad (1900)

This ad from 1900 features famous singer and actress Hilda Clarke. She was the first celebrity to be featured in a Coca-Cola ad. She is surrounded by flowers, a candle, and a mirror that says drink Coca-Cola. This type of ad is an endorsement ad because it features a famous celebrity endorsing the product. The ad targets a male and female audience because women who are fans of Clarke could be persuaded to buy the drink as well as men who are fans of her. I chose this ad because it represents the start of how big the company would become.

Soldier Ad (1944)

This ad takes place in 1944 during World War II. It depicts a soldier smiling and saying “My old friend Coke” after seeing an ad for the drink. I think this ad appeals to any soldier who fought in battle at this time. This ad also evokes feelings of patriotism and nationalism in America, which is fitting because Coke is an American company. I chose this ad because it represents this era of time well. The war was a very significant moment in history and I believe Coca-cola made a good marketing move choosing this type of ad. It effectively represents the experience of many individuals during this era of time.

"I'd Like to buy the world a Coke" (1971)

‘Hilltop’ “I’d Like to buy the world a Coke” is considered one of the most popular Coca-Cola ads. It features young people of all colors and ethnicities singing on a hilltop in Italy about how buying a coke will keep us in harmony. This ad is very upbeat, happy, and positive which appeals to consumers. The themes of unity and peace carry significant impact and the song is very catchy which makes it very memorable. This ad speaks to a collectivistic culture because it shows people coming together and celebrating the product. I chose this ad because it showcases one of the most iconic ads in the brand's history. During this era of time as well, it was a highly political environment which made the ad more influential because of its positive messages.

Coca-Cola Polar Bears

This ad was made in 1993 and features the Coca-Cola polar bears. The animated commercial shows a group of polar bears sitting down watching the northern lights and enjoying a bottle of Coke. This ad can appeal globally because there is no dialogue, only sounds and some light music. Polar bears are also a popular animal regardless of age and background so it could appeal to all types of demographics. This ad is also very creative and tells a story which is engaging to the consumer. I chose this ad because it represents an iconic symbol of the brand.

"Share a Coke" (2011)

This is an Australian (2011) Coca-Cola ad that features two Coke bottles with names on them. The ad also promotes the “Share a Coke with a friend” campaign. It appeals to a more collectivistic culture by encouraging the sharing of the drink with old and new friends. The marketing strategy of placing names of Coca-Cola bottles is a clever move because it encourages people to buy personalized bottles with their own names. This might make people have a stronger sense of connection with the brand because it feels more personal. After seeing this ad, I feel like Coca-Cola took a unique approach which will make consumers want to buy the product.

3D Billboard (2022)

This ad is a 3D billboard (2022) which shows a bottle of Coke zero surrounded by pink hearts and lips. This ad is very colorful and vibrant, and the 3D elements grab your attention. The visual theme of pink in the advertisement speaks more to a feminine audience .This ad also appeals to people looking for a more healthy option of Coke as well. I chose this ad because I really like how different and creative it is compared to the company’s other ads. This ad also incorporates more advanced technology which showcase the innovation of the brands marketing strategies.

Extra Ads

Happiness Factory (2006)

The “Happiness Factory" ad was created in 2006 and demonstrates the adventurous journey of a Coca Cola bottle in a vending machine after a man purchases it. Tiny creatures help the Coke bottle make its way to the man. This ad is very creative and tells an engaging story which keeps viewers attention. The visuals are also very high quality, colorful, and imaginative which is appealing to viewers of all ages. The upbeat, cheerful music also makes a memorable lasting impression. Overall, the storyline, music, and visuals create an emotional connection that resonates with viewers. I chose this ad because I feel like it is very imaginative and magical which invokes strong positive feelings.

1951 Ad

This ad is from 1951 and depicts two Coca-Cola machines from the year the brand was created in 1886 and the current year at the time which was 1951. This ad shows the evolution of the brand to show how reliable it is to consumers. It also demonstrates how the product has evolved over time. Coca-Cola’s presence of 65 years shows customers that the brand is valuable and worth purchasing. The men in the picture are also smiling and look very friendly which evoke positive emotions. The ad also states that the drink is ice-cold and refreshing which is one of the brand's key marketing slogans that appeals to consumers. I chose this ad because I like how it compares the two different years. It allows consumers to reflect on the changes and developments of Coke.

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