The Secret Behind Coca-Cola Marketing Strategy

Coca-Cola was first invented in 1886 and initially sold at local soda fountain counters. The company has now expanded to selling its products at an estimated rate of more than 1.9 billion servings a day.

The Coca-Cola Company is the world's largest drink company, controlling over half of the global market for carbonated soft drinks. It owns four of the top five best-selling soft drinks and holds more than 500 brands, including Fanta and Sprite.

Coca-Cola spent $4 billion on advertising and marketing campaigns last year, allowing them to experiment and get creative with their marketing. The recognized red and white logo is seen by nearly 94% of the world's population.

The Coca-Cola brand is built upon the secret of training our brains to associate the brand with a good feeling, such as happiness, relaxation, friends, and love.

The iconic Coca-Cola Christmas adverts, like the 2015 'Holidays are Coming' and last year's 'A Coke for Christmas,' focus on spreading joy and nostalgia. These ads target the whole family by selling abstract concepts of happiness, family, and sharing rather than just a drink.

Coca-Cola modified their traditional advertising formula to include a more multi-channel approach, incorporating Coke TV and social media with hashtags and emojis. This aimed to broaden their influential radius beyond video, print, and physical advertising.

Coke distributed sharing cans to Thirsty Singaporeans and documented their surprise reactions. The team filmed people's authentic reactions in areas with heavy traffic, providing video evidence of pure happiness.

Branding has a significant impact on people's reactions and holds great power. Coca-Cola's debranding tactic, known as Project Connect, aimed to strengthen the brand's bond with young adults in Australia and inspire shared moments of happiness.

The Share a Coke campaign replaced the Coca-Cola branding with 150 popular names, reaching 42% of Australia's population. The positive reaction led to unaffiliated celebrities buying bottles and extensive social media coverage. Over 250 million named bottles were sold in one summer, prompting expansion to over 70 countries with more than 17,000 names used.

The success of a notable campaign relies on the ability to relate to customers at a personal level, using their name as the most personal thing they possess.

Coca-Cola's unique identifier campaign capitalized on the global trend of self-expression and sharing in an emotional way. The company has a history of successful advertising campaigns, with few exceptions such as New Coke. Their continued pursuit of revolutionary advertising tactics is likely to boost product sales globally.