Coca-ColaBrandStory可口可乐品牌故事.ppt

Brand story About Coke… ”You can be watching TV and see Coca-Cola and you can know that the President drinks Coke, Liz Taylor drinks Coke, and just think, you can drink Coke too. A Coke is a Coke and no amount of money can get you a better Coke than the one the bum on the corner is drinking… Liz Taylor knows it, the President knows it, the bum knows it and you know it.” -Andy Warhol, 1975 The secret of long-time success The secret runs much deeper than the formula stored in a bank vault in Atlanta. By using events and happenings in society, Coca-Cola has been accepted and anticipated in many situations, from Christmas tables to sport events. Through a combination of progressive innovation and leading edge marketing combined with trust and focus on core values, Coca-Cola keeps the brand alive. Coca-Cola and Christmas The Coca-Cola Company began its Christmas advertising in the 1920s. In 1931, the Coca-Cola Company commissioned illustrator Haddon Sundblom to develop the image of Santa Claus. Prior to Sundbloms santa, people envisioned Santa Claus as leprechaun-like, or as a queer mixture of a gnome and a bishop. Over the next third of a century, Sundbloms fat and red Santa would be embraced by the public worldwide, and become a holiday tradition. Coca-Cola and sports Coca-Cola has a long history of supporting sports. The sponsoring goes from world events like the Olympics and the FIFA World Cup to local events Coca-Cola and art The original Coca-Cola bottle is a timeless piece of industrial design, created to be identified in darkness or even when broken. The bottle has inspired many designers and artists through time. Coca-Cola and art Coca-Cola is using the design connection with initiatives The Youth Development programmes invites young people to create art with Coca-Cola as a theme. The Original Glass bottle lifestyle programme invited contemporary artist to produce limited art pieces. Some recent campaigns are also made in a very artistic way. Coca-Cola and mu