Strategy

7 Advertising Strategies of Coca-Cola

by Sadnan Bin Sattar

Coca-Cola is one of the most successful and valuable brands in the world. Coca-Cola has a lot of advertising strategies that they have been following to become a leading brand in the world. Coca-Cola researched and executed different advertising strategies throughout the global market to find their desired target market. Researching, planning, and executing marketing and advertising strategies can be done with the help of a Fractional CMO to help a business reach its growth goals.

After running different campaigns and advertisements Coca-Cola found out their potential customers and they segmented the market on different levels. The targeted customers include people who are intellectuals, broad-minded, and who like sugared or sweet soft drinks. Moreover, people who love to have fun & challenges in their lives, who have stylish dressing sense and loves to look perfect are the types of customers Coca-Cola has targeted. To reach this specific target market, Coca-Cola has implemented different advertising strategies. Coca-Cola chose the social platforms, sponsorship strategy, global awareness strategy, television commercials, print media, billboard ads, and so on as advertising strategies to spread their branding further. Furthermore, to increase global recognition, Coca-Cola maintains human connections, stay truthful to their principles, and remain innovative.

7 Advertising Strategies of Coca-Cola

Social Media

Coca-Cola’s advertising strategy is unique in social media specially in Facebook. Through the Facebook platform, it is easy for them to attract lots of fans and followers without giving much effort. Coca-Cola aims to spread its brand recognition, increase customer engagement, and create awareness for future awareness. Additionally, Coca-Cola is known for one of the active brands on Twitter with having more than three million followers. Coca-Cola uses its Twitter platform in unique ways. Moreover, this company gathers images related to its brand for entertainment rather than other purposes. By following this strategy, Coca-Cola encourages its fans to interact with the brand directly which is an entertaining way to maintain their Pinterest platform.

Television Commercials

TV commercial is the common platform for Coca-Cola to expand its branding. Television ads play a vital role for them to reach the maximum number of potential customers. Coca-Cola advertised one of their new campaign “Coke Zero” via television commercials which created immense success and recognition among youngsters.

Sponsorship

Coca-Cola’s other biggest advertising strategy is becoming a sponsor of different sports events. Coca-Cola has been a sponsor of the Olympic Games for a long time. Moreover, they were the biggest sponsor of the 2014 World Cup trophy tour. Coca-Cola was able to connect with millions of fans with the help of this tour. During this tour, Coca-Cola was succeeded through a campaign called “Share a Coke” where fans were allowed to put their names or friends’ names right on the front of Coca-Cola bottles or cans. Fans could immediately personalize their products in front of them. Additionally, during the 2014 winter Olympics in Russia, Coca-Cola was one of the official sponsors. Coca-Cola’s Olympic game activation helped to generate 11% growth in Russian unit case volume in 2013.

Print Media

Different types of Coca-Cola commercials are seen in various newspapers and magazines around the world. Moreover, Coca-Cola ads can be found in posters and stickers in different outlets and stores. In these ways, Coca-Cola is expanding its advertisements around the world.

Outdoor Advertising

Coca-Cola makes sure that their ads and branding will be reached everywhere in the world. As a result, they post ads on numerous billboards and hoardings. Even in the pandemic situation like COVID-19, Coca-Cola has advertised its branding in social works. Coca-Cola has sent a social distancing message to the world by using billboards in Times Square. The billboard puts space between the letters in the brand’s normally tightly connected script logo. In this way, Coca-Cola is connected with the whole world specially with its fanbase.

Global Awareness

Coca-Cola is well active during the global crisis which helped them to be connected with the whole world. During the COVID-19 pandemic situation, the Coca-Cola foundation donated a total of $13.5 million in grants to five non-profit organizations in the U.S. and Canada that are involved in the humanitarian response to this unprecedented crisis. Moreover, during Hurricane Dorian in the northwestern West Indies, the Coca-Cola company helped with supplying reliefs and gave their efforts to recover fully from this disaster. By contributing to these crisis situations, Coca-Cola is advertising its name to the people.

Stimulating the Distribution of Products

At the beginning of its journey, Coca-Cola was already successful in the U.S. But the company was eyeing on the rest of the world to become successful even after their success in the USA. Later, Coca-Cola started running different commercial campaigns in other parts of the world to expand its products’ branding. In addition, Coca-Cola also gave the franchise owners a bit of control over the products so that they can advertise those products to the locals.

Related

Reference(s)

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