Coca-Cola's Advertising Evolution: From Simplicity to Brand Trust

This essay examines the advertising strategies of Coca-Cola, focusing on the evolution from simple campaigns like the 'Open Happiness' initiative to more complex methods aimed at building brand trust and recognition. It highlights the importance of persuasive techniques such as taglines and character associations in influencing consumer perception and driving sales. The analysis emphasizes how Coca-Cola's advertising has adapted over time to maintain relevance and connect with diverse audiences, ultimately solidifying its position as a leading global brand. The essay also touches upon the brand's ability to use simple advertisements effectively after years of building strong brand equity. Desklib provides students access to similar solved assignments and past papers.

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The advertisement for the coca cola brand is really successful because over the years it
has really been able to attend a huge success and registered its name among the minds of the
consumers. However, it has been changing the patterns in which they have been advertising their
products. In the year 2009, the coca cola brand started the open happiness campaign where they
did not really incorporate much modifications or designs. They thought that the customers will
be able to recognize the message through the simple ad campaign. So, the ads under this series
are very simple with no stories or no such characters depicting any particular kinds of
stories( Bakan 1185). It just contained a simple bottle with the regular red and white color soda
with the writing open happiness. This was good for those audiences who already were familiar
with the product but this same ad campaign failed to attract the attention of those audiences who
were new and were not very familiar with Coca-cola. However, it is true that if the
advertisements are made too complicated then the audiences might get confused and might not
like it but at the same time keeping it extremely simple is not a very good idea. The audience
might feel that they are seeing the same thing over and over again.

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It has been successful but it had to take a huge time and effort to be able to reach this
position. In order to be successful, they had to add the word ‘Ahhhh' as a sign of refreshment and
relaxation with the advertisement to show that having a bottle of coca cola will be very helpful in
refreshing the consumers. Apart from this, they had to even add the line it is the real thing. So it
can be comprehended from here that somewhere or the other they had this thought that people
might not be able to connect with the content of the story that they were showing. A picture or an
image, for instance, a red and white soda bottle is something that is a text and it must contain
huge meaning. The targeted audiences mainly include the teenagers, the young adults, the adults
and the elderly people as well. This is because all of them would like to taste a clear and
refreshing soda drink (Flynn and Okuonzi 25).
There are many elements that actually work together to attain the desired effect. The
desired effect is not just to persuade the audiences to buy not just a product but also an idea
associated with it. The persuasive techniques that are usually used by the company coca cola are
like using the tagline saying this is the real thing, which means that the customers will not be

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ditched in any way after buying this product. The happy and pleasant characters like, Santa Claus
drinking the coca cola and saying the lone the pause that refreshes helps the audiences in
comprehending the meaning that this drink will help them in getting proper refreshment.
However, it is only after years of success that their brand became strong enough that they could
afford to use really simple advertisements. The advertisement wants the viewers to keep their
trust in the brand and their products and also share their honest and valuable opinions.
References

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Bakan, Joel. "Social marketing: thoughts from an empathetic outsider." Journal of Marketing
Management 32.11-12 (2016): 1183-1189.
Flynn, Andrew, and Sam Agatre Okuonzi. "Coca-Cola's multifaceted threat to global public
health." The Lancet387.10013 (2016): 25.