Advertising problem of coca-cola

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On May 29th, 1886, Coca-Cola published its first advertisement in Atlanta Daily, emphasizing its beverage features: "Coca-Cola, delicious! Fresh! Happy! Vigor! This trendy soda drink contains magical cocoa leaves and famous cola fruit characteristics. " Compared with most advertisements at that time, Coca-Cola's advertising words were very short, which created a precedent for modern advertising.

Early advertisements emphasized that Coca-Cola was "harmless, subtle, efficient and convenient" ... eliminating headaches ... and giving you timely leisure. However, consumers often write letters against Coca-Cola's image as a medicine. They don't want to think about the uneasy feeling of taking medicine while drinking coke. Coca-Cola quickly made a strategic shift in advertising and launched more short advertisements: "Drink Coca-Cola, it's delicious and fresh!"

The company not only advertises in newspapers, but also has a large number of advertising forms, including posters and billboards of steel, thin cloth and oilcloth. Coca-Cola's self-declaration is also printed on the body logo, calendar, tray, thermometer, clock, pencil, pupils' bookmark and glass plate of cold drink counter.

1904, the company first published Coca-Cola advertisements in domestic magazines. Coca-Cola advertisements in this period promoted fresh taste and emphasized its efficacy and irritation. Take an advertisement in Macclure Magazine published by Masangor Company on 1905 as an example. It depicts a young man sitting in an armchair in a dark room reading a book. The lamp next to it only illuminates the book and the Coca Cola he wants to drink. The text of the picture is a doctor's prescription imitating handwriting, which reads: "Kitchen for students and all mental workers: drinking a cup of Coca-Cola at eight o'clock can keep your mind clear and your mind sharp until eleven o'clock."

In the 1920s, Archie Lee, an advertising reformer of Coca-Cola, brought new ideas. At that time, other advertisements generally used extremely cumbersome and negative copywriting, and also took advantage of consumers' fear. Lubricating oil advertisement: "Einar's tragedy-her hands are rough because of housework." Another example is the advertisement of Hoover vacuum cleaner, which claims: "Dirty carpets are dangerous." The reform of Coca-Cola advertising revived the tired and anxious consumers in the 1920s. There are no more shoppers frowning and depressed under the cruel torture of the sun in the advertisement.

In 1923, Archie Lee's advertising slogan is "Enjoy the feeling of thirst while working and playing". Words only take up a small space, but this painting conveys the message that energetic, contented, beautiful and successful young men and women like it.

1930, the Coca-Cola Company and the famous sports journalist Grant Rice began to produce programs featuring Leonard Joy Jr. This Coca-Cola hymn was originally a tango.

In 1939, when Spencer Tracy said "two cokes, please" in the movie Test Pilot, 60 million fans who adored him stared at him while drinking. A reporter from Businessweek pointed out that these film awards combine images and sounds, which has a significant advantage over magazines or radios when displaying supplies. This "low-pressure sales method" is very effective because its "hints are very clever".

In the early 1950s, Coca-Cola Company realized that the innovative role of television in family entertainment even surpassed the influence of broadcasting in 1930s, so on Thanksgiving Day 1950, Coca-Cola sponsored a special program. It was this opportunity that the company's radio stars Edgar Bergen and Charlie McCarthy first appeared on the TV screen. A month later, Bergen starred in another Christmas cartoon, A 60-Minute Adventure in Wonderland, which marked the first sincere cooperation between Coca-Cola and Walter D 'Agnes. In the late 1950s, Coca-Cola invested in the Mickey Mouse Club.

1953, Coca-Cola filmed the first live action short film. All the objects in the film, such as coke bottles, sandwiches, telephones and typewriters, are presented without actors. Although the series was silent advertisements, black and white images, and the production technology was relatively primitive, it was very fresh and novel at that time, which attracted the interest of many viewers.

1964, Coca-Cola Company filmed the first color advertisement "Refrigerator-Man" on TV.

197 1 year Coca-Cola Company filmed the advertisement of "The Peak" in Italy. The theme song of advertising has become the most famous advertising song in the history of advertising, which has crossed the national boundaries of time and space and won people's hearts. On a mountaintop in Italy, the Coca-Cola Company gathered about 200 young people from all corners of the world, dressed in national costumes and holding Coca-Cola in their hands, standing in an inverted pyramid. These optimistic young people face up to the front and hum softly, slowly and melodiously, just like hymns in outdoor churches. The Coca-Cola in their hands seems to be a talisman that can bring peace. Newsweek pointed out that this is "a subconscious advertising form destined to succeed". Although "Coca-Cola" doesn't appear every time, everyone can't help but think of Coca-Cola every time they hear this song.

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