Coca-Cola:

The Real Deal

_____________________________________________________________________________
Coca-Cola has provided 127 years of happiness in over 200 countries through innovative and
effective integrated marketing communication. Through various campaigns, Coca-Cola continues
to foster brand loyalty through technically savvy and creative strategic communication techniques.
HISTORY
Then
Coca-Cola began in 1886 when Dr. John Pemberton developed a syrup mixed with carbonated water to be sold at
soda fountains. His partner Frank Robinson was the mastermind behind the name, trademark and distinct CocaCola script that is still used today. Just two years later it became the worlds #1 selling sparking drink. Their
original marketing tactics included coupons and distribution of promotional items. It wasnt until the 1970s when
Coca-Cola re-vamped their marketing strategy and began making the brand connection between Coke and fun
and good times.
Now
Fast forward to 2009 when Coke began their international Open Happiness campaign. In an attempt to make the
connection between happiness and wellness Coke encouraged everyone to sit back, relax, and enjoy the simplicity
of life with a refreshing coke. Open Happiness included a multi-media campaign including hundreds of YouTube
videos, television advertisements during the Super Bowl and the Olympics, billboards, and an extensive social
media presence. In recent years, Coca-Cola has also placed an increased importance on environmental
sustainability and leadership development within the workplace.

IMC AND COKE

Integrated Marketing Communications (IMC) is the convergence in the communications world of the once
separate fields of marketing, public relations, and advertising. Coca-Cola has long been the #1 most recognizable
brand in the world and a leading innovator in IMC.
Coca-Cola Integrated Marketing Communications Brief

Prepared by: Kendall Gardiner

1

HOW DO THEY DO IT?

Advertising
With a yearly budget of over 2.6 billion dollars (coca-cola.com), advertising is a key component to their IMC mix.
Coca-Cola uses print media, television commercials, billboards, and point-of-sale advertisements to create brand
awareness and loyalty. Below are a few notable advertisements from over the years.

(1931, Santa Claus, Print)

(1963-Things go better with Coke, TV) (1993-Always Coca-Cola, TV) (2010-Happiness Machine, Multi-media)

Marketing
Coca-Cola has established partnerships all over the world with various establishments such as restaurants.
Additionally, they use email and SMS subscription, an interactive website, and social media to reach their audience.

Public Relations
Coca-Cola has established many partnerships in the field of sustainability as well as other charities such as the
Special Olympics. Through various campaigns and events, most recently the Open Happiness campaign, Coke
has reached out to different ages, ethnicities and walks of life through a YouTube series that uses special Coke
machines to connect different people together. Many contain the Happiness Machine where if you do as it says
you get free Coke or other prizes. These machines have been used all over the world from college campuses to
connect citizens of India and Pakistan together.

Coca-Cola Integrated Marketing Communications Brief

Prepared by: Kendall Gardiner

2

ABOVE ALL
Coke is not just selling us soda
Coca-Cola is selling us friendship and intimacy when we discuss life over dinner. They are selling us
happiness at the end of a particularly difficult day. They are selling us simplicity and relaxation when we get a
little to caught up in the details of life. They are selling us togetherness when we cross diversity borders from age
to ethnicity by sharing a Coke.
Its not just about the drink; its about everything else associated with it. This, coupled with creative and
technologically savvy techniques, is what Coca-Cola has highlighted with their IMC communications strategy.

Coca-Cola Integrated Marketing Communications Brief

Prepared by: Kendall Gardiner