What promotional slogans has Coca-Cola had in its history?

Advertising has played a vital role in the development of Coca-Cola, which is popular all over the world for a hundred years. The advertising strategy that closely follows the market has contributed a lot to its establishment of the most valuable brand status. As the core content of advertising, the slogan is a clear expression of brand positioning. It reaches the consumer group through various media. All market-related activities should echo it and complement each other. We review the development history of world brands from the changes in Coca-Cola's advertising slogans, especially the successful experience in the Chinese market, which will have certain reference significance for domestic enterprises.

Please drink Coca-Cola

From the first bottle of Coca-Cola in 1886 to the establishment of the first factory in the United States, Coca-Cola is in its initial stage of development and needs more people to taste it. Coca-Cola, please drink Coca-Cola became the theme of its activities. In the following ten years, although new advertising slogans appeared from time to time, they were mainly promoted from the functional level of the product, quenching thirst, good taste, refreshing --- -. For example: freshness, deliciousness and satisfaction are Coca-Cola; enjoyment when you are thirsty, etc.

In the 1920s and 1930s, as Coca-Cola products were accepted and recognized by more people, the advertising slogans became more and more emotional, adding more content on the basis of functional appeals. and meanings such as joy, friendship, etc. Such as: a life full of friendship, a symbol of happiness, etc. However, this period is still a product promotion stage, and the real brand status has not yet been fully established.

The Second World War was an important period in the development of Coca-Cola. Coca-Cola became the drink of choice for Americans, and began to flow to various places along with the overseas operations of American soldiers. In order to ensure the supply of troops stationed abroad, Coca-Cola began to be established in some countries. Bottling plant.

The registered Coca-Cola trademark still retains the word ENJOY, which in a sense represents Coca-Cola’s century-old history and a classical style.

The unstoppable feeling

The end of World War II was a period of rapid economic development in the United States, and it was also a period of rapid growth for Coca-Cola. While the United States was promoting its democratic ideas and lifestyles around the world , Coca-Cola and McDonald's have become an important part of American culture. Coca-Cola has established factories around the world, participated in major sports events, and carried out various forms of advertising and promotion activities. Coca-Cola's popularity and market share in various regions have been greatly improved, and its brand value has been rising. Advertising slogans from this period include: The World of Coca-Cola I Own; Coca-Cola Plus Life, etc.

The first batch of Coca-Cola products entered the Chinese market in 1978, and the first joint venture factory was established in the 1980s. At that time, China was in In the early days of reform and opening up, many Chinese people were not used to beverages with a "traditional Chinese medicinal taste" and the prices were relatively high. Coca-Cola focused its market on several major cities and took advantage of China's local beverage channels to consolidate its presence in various markets. At the same time as this basic work, it brought a new marketing concept. At the same time as the massive invasion of foreign culture, Coca-Cola was also favored by some people as an 'aristocratic'.

The feeling of being unstoppable was the most popular advertising slogan at the time. It also expressed a spiritual aspect that Coca-Cola wanted to bring to people. In fact, it also represented people's curiosity and yearning for Western culture.

‘Drinking Coca-Cola is not only about its taste, but more importantly, a feeling.’ This was the personal experience of some loyal consumers at that time.

Coca-Cola makes extensive use of television media, outdoor advertising, cold drink equipment and other promotional means in major urban channels, and uses vivid management methods at points of sale to promote the rapid development of Coca-Cola in the Chinese market. In the mid-1990s, Coca-Cola had initially completed its distribution in major cities, and traditional domestic beverages in various places were hit hard.

As much as you want, always Coca-Cola

The 1996 Atlanta (Coca-Cola headquarters) Olympic Games should be Coca-Cola’s most glorious moment in the Chinese market. There are 23 bottling plants in the country, and the Coca-Cola brand has become the most valuable brand. Products are often in short supply and maintain a rapid growth rate of more than 20% every year in the Chinese market.

The focus of Coca-Cola’s channels has shifted from wholesale to direct sales, requiring wider market penetration and higher business execution requirements. The product display area must be large, the variety must be large, the advertising materials must be rich, and the customer Love relationship should be good----. ‘Omnipresence, value for money, and unique loyalty’ have become the main marketing strategies, and sales work has also changed from guiding consumption in the past to promoting sales.

Enjoy as much as you want, always Coca-Cola. It not only expresses the hearty feeling, but also embodies the confidence and grandeur of Coca-Cola.

In fact, it was at this time that Coca-Cola truly found ALWAYS, the core content of the brand. It is both traditional and classical, yet also full of passion and vitality.

Coca-Cola every moment

In the 21st century, Coca-Cola began to feel unprecedented competitive pressure.

First of all, the headquarters has high hopes for the Chinese market and urges to accelerate the pace of development. However, as the domestic beverage industry gradually matures, domestic beverages represented by Very Coke, Rising Sun, Jianlibao, etc. are grabbing the market. , occupying many secondary and tertiary markets in advance; Pepsi-Cola has divided many young consumer targets from 'the choice of the new generation' to 'imagination without limits'; the diversity of consumer consumption has forced Coca-Cola to change its market strategy.

Stay unchanged in response to all changes, or adapt to change?

Coke every moment was proposed based on the market environment at that time.

The word "moment" is reflected in time, expressing that Coca-Cola keeps up with the pace of the times, using popular singers such as Nicholas Tse and Zhang Baizhi as endorsements, and targeting the young generation to compete with Pepsi-Cola. It shows that no matter past, present or future, it will always be Coca-Cola.

'Extreme' is reflected in space. On the one hand, the company has shifted from carbonated drinks to a full-beverage company, developing all-round products such as tea, juice, and water. On the other hand, we have developed second- and third-tier cities and begun to expand the rural market, with prices becoming more popular and affordable.

In recent years, Coca-Cola has kept pace with the times, looking for market opportunities from time to time. Carry out online marketing, sports marketing and other methods to attract consumers' attention. At the same time, the advertising slogans based on some events are also worthy of praise, such as

Seize the feeling

Coca-Cola Festival 'double' the joy;

Watching football, Let’s cheer together and drink Coca-Cola;

Liu Xiang’s homecoming version during the Spring Festival. ‘There is Coca-Cola in every direction home’ is also an extension of Coca-Cola at every moment.

Looking at the development history of Coca-Cola, the changes in advertising slogans are always closely linked to the brand’s market positioning. In summary, it has the following characteristics:

1. A concise and concise advertising slogan is not only easy to remember, but also makes it easier for people to associate with the brand.

2． The advertising slogan is formulated based on factors such as the market position and competitive environment of the product at that time, and serves the expansion of the market.

3． Advertising slogan is a written expression of brand positioning. It can be changed in the form of written expression, but the core content and direction should not be changed easily. For example, Very Coke has gone from ‘Chinese’s own Coke’ to ‘Youth has no failure’; from ‘Very Coke, Very Choice’ to now ‘If there is a happy event, of course Very Coke’, the product positioning is vague and even a little confusing. .

4. The creation of a brand is a process of continuous accumulation and deepening. From asking for a Coca-Cola to drinking Coca-Cola every moment, they are all related and the connotation is gradually enriched.

Many companies are often confused about the issue of advertising slogans, and the issue of 'change' and 'unchanged' It's a dilemma. 'Staying the same' can easily cause the brand to age; 'changing' can easily create unknown risks. In fact, Coca-Cola's success comes from its long-term clear market positioning. Through product series development, packaging changes, the establishment of new channels, and continuous updating of marketing methods, especially the innovation of advertising content and forms, it gives this century-old brand new life and vitality!

Enjoy Coca-Cola every moment---Coca-Cola!