Business Case Studies, Brand / Marketing Communication Strategies and Advertising and Promotional Strategies Case Study, Coca Cola, Advertising strategies

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Brand / Marketing Communication Strategies and Advertising and Promotional Strategies Case Study

Case Title:

Coca Cola’s Advertising Strategies: Changing with Times

Publication Year : 2006

Authors: Shruti Khatri, Mridu Verma

Industry: Beverages


Case Code: BBP0046P

Teaching Note: Not Available

Structured Assignment: Not Available

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Coca Cola is the world's largest beverage company and one of the most powerful brands. Rival Pepsi has also been competing at a close second and in late 2005, Pepsi overtook Coke in market capitalization. In an attempt to stay at the top, in 2006, Coke launched a new advertising campaign followed by product launches and innovative packaging. This case focuses on Coke’s advertising strategies over the years and its new campaign. Previously Coke had given record breaking campaigns but since more than a decade all its advertising campaigns had been unsuccessful. The case discusses how Coke had come up with a brand new campaign and it was confident that its new campaign will do the required magic.

Pedagogical Objectives:

  • To briefly discuss the US beverage industry scenario and the two major players – Coke and Pepsi operating in it
  • To discuss Coke’s advertising strategies over the years and their impact on the company
  • To discuss the new campaign – ‘welcome to the coke side of life’ launched in 2006.

Keywords : Coca Cola, Advertising strategies, he Coke side of life, The beverage industry, Advertising Campaigns, Brands & Branding Case Study, Coke’s marketing campaigns Pepsi’s advertising strategies, Pepsi challenge, New Coke, Coke’s advertising strategies over the years, Coke in 2006, Make every drop count, Flavour extensions


  • Introduction
  • Background Note
  • The Beverage Industry
  • Coke's Advertising Strategies Over the Years
  • Pepsi's Advertising Strategies (1961-1980)

  • The New Campaign
  • Looking Ahead
  • Complete list of Coca-Cola's Brands
  • Complete list of Coca-Cola's Advertising Slogans (1886-2006)

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