Protection of polar bears Coca-Cola to promote public switched.docVIP

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2017-05-05 发布于浙江
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Protection of polar bears Coca-Cola to promote public switched.doc

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Protection of polar bears Coca-Cola to promote public switched

Protection of polar bears Coca-Cola to promote public switched For Coca-Cola, the Arctic polar bears can be dominant not only naive simple, this lovely animal has repeatedly boarded the Coca-Cola’s advertising, or even become popular in the world is one important reason. Bears the image of the first print ads appeared in Coca-Cola in 1922 in France, but also occasionally played several times since then. Until 1993, Coca-Cola advertising is increasingly faced with the loss of novelty into a stale situation, they found the New York well-known think-tank company CAA, in their help launch ‘Always Coca-Cola’ (Coca-Cola is always a series of ads, including 27 different designs, styles of advertising films, respectively, for different target consumer group, in which a ‘Northern Lights ‘(aurora borealis) is even more impressive: in polar Iceland, the group went to a white polar bear in the same family, quietly sat down, waiting for what seemed, suddenly, the sky Jingxian a bright aurora, polar bears are raise your hand, Coca-Cola bottle, drank to shoot straight, and uttered a satisfied sigh ‘mu ~ ~’, but also quite exposed point ‘cute’ smile. advertising is close to the polar bear the image of real animals, animation, Since then, it has become the most popular symbols of Coca-Cola. Over the next few months, the polar bear has a new task, the beverage giant with the World Wildlife Fund (WWF cooperation, hoping to help their projects for the protection of polar bears raise millions of dollars for charity. Commenting on the cooperation of the origin, Coca-Cola senior vice president of integrated marketing Pio Schunker revealed that the U.S. MFF Films (MacGillivray Freeman Films in the past few years has been taken in the Arctic polar bear documentary, the company has worked with Coca-Cola contact, ask its intention to cooperate, since then, Coca-Cola and its creative agency Leo Burnett to start planning for specific promotional strategies. ‘To this end, we terminated