25 February 2011 – coke case study

Posted: March 4, 2011 in Advertising
Hi All
Today I have been inspired by coke and so have pulled together a little case study of some of the interesting/FUN things they have done. What is a more appropriate way to start the weekend than looking at the brand which owns ‘happiness’.
Originally intended as a ‘patent medicine’ when it was invented in the late 19th century by pharmacist John S. Pemberton as a ‘coca wine’, Pemberton claimed Coca-Cola cured many diseases, including morphine addiction, dyspepsia, neurasthenia, headache, and impotence.

The famous Coca-Cola bottle

Called the “contour bottle” within the company, it was created by a bottle designer. In 1915, the company launched a competition among its bottle suppliers to create a new bottle for the beverage that would distinguish it from other beverage bottles, “a bottle which a person could recognize even if they felt it in the dark, and so shaped that, even if broken, a person could tell at a glance what it was.”

The logo

Created by Mr Pemberton’s bookkeeper in 1885.  He came up with the name and chose the logo’s distinctive cursive script. The type used, was developed in the mid 19th century and was the dominant form of formal handwriting in the United States during that period. The red and white was chosen because it was simple and distinctive and would lure young minds.

The first coupon ever!

Believed to be the first coupon ever, this ticket for a free glass of Coca-Cola was first distributed in 1888 to help promote the drink. By 1913, the company had redeemed 8.5 million tickets.

Some old print ads

And coming back to the present…

A Coca-cola happiness store

Guerrilla marketing and putting a smile on your face, here local convenience store, has a surprise for people to grab a coke from the fridge.
Coca-cola happiness truck in Brazil

Sharing the love in Brazil and a great way to distribute cokes
An interview with a woman from Columbia University about choice

A woman gives her opinion on, why people choose Coke over Pepsi or a white iPhone over a black and spend the most time deciding on their car’s colour when they choose their next car?
Clever use of outdoor media

Just some fun use of outdoor…


Happy Friday



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