Tuesday, March 22, 2011

International Advertising

One of the reasons why Coca-Cola has been so successful is due to the extensive advertising the company participates in on an international level. Not only is Coke a widespread and popular brand in the United States, but its products is sold in over 200 countries worldwide. The Coca-Cola logo is recognized by countries all over the world, and has become a universal symbol which can be associated with the brand image that Coke has developed over the years.
            It was Robert Woodruff who spent 60 years introducing Coca-Cola to the rest of the world. He and his team of advertisers worked hard to develop ads that personally target each country that it was displayed in. The language was changed on the advertisements so that it matched the language of each certain country where the advertisement took place. In addition to the language, the race of the people seen in each ad was adapted to the same race of the people in that country. Although these elements of the ad might have changed, there is one thing that remained consistent in all of the advertisements: the Coca-Cola logo. Also, the theme of each ad from the same time period, but not necessarily the same country was consistent. For example, the ads for Spain and Germany in the late 1930’s and early 1940’s depicted an attractive woman from each country drinking a Coke.

1940 Spanish advertisement meaning "refresh"

1937 German advertisement

            In conclusion, Coca-Cola has maintained a consistent brand image worldwide throughout all of its advertising. It has also demonstrated a pattern of having similar ads in each country, but the company adjusts the ads to appeal to each country. The feel of the ads makes the target audience want to buy more Coke products. Overall, Coca-Cola has managed to have a successful campaign for their product which is now a universal symbol, recognizable wherever you may be in the world.

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