14. week

Coca-Cola is the most favourite soft drink - no matter in which century are we living- , because it has a great taste of advertising methods.

The history of Coca-Cola is very old and interesting. The Coca-Cola brand’s image: Make better the World. It wants to create a world where people live happier , love each other and look around themselves openly. You have to learn how to enjoy the small happiness of your life and what the life gives to you. The campaign is appeal your attention to be more spontaneous, and don’t see the negative part of the life. Basically how to find our way to become happy.

Rise of the Bottling Industry

  At first, the Coca-Cola Company was produced in relation with a television by Edgar Bergen and Charly McCarthy on Thanksgiving Day, 1950. At that time Arthur Lee had the creative part of the campaign, he wrote a lot of famous slogans s “the pause that refreshes”.

Later the Coca-Cola company’s advertising was transferred to Mc Cann Ericson. He started two campaigns during the 1950’s, “The Sign of Good Taste” and “ Be Really Refreshed”. Both advertising included animations, stop motion, and live-action. According to D’Arcy the “stop motion” technique is when the objects (bottles) move by themselves without actors. He was trying to show the product with a new television technology and represent Coca-Cola glasses, bottles and cans in variety composition and lighting effects.

In 1963 Mc Cann’s new campaign was recognized all over the World, the music and the slogan ‘Thinks Go Better with Coke’ were translated almost into any language. It was adapted to the youth market, lots of popular – music artist modify and perform the song.

 The most successful television commercial was ‘Hiltop’, where they are singing: ‘ I’d like to Buy the World  a Coke’. The film won the 1979 CLIO award in the world largest advertising competition. The next campaign was ‘Look Up, America’, it highlighted  the soft drink’s role  in many situation.

  In early 1982, Coca-Cola  created a new campaign “Coke Is It”, witch was a direct statement and played on themes of previous ad campaigns, showing the enjoyment of drinking Coca-Cola.

In 1993, the world met the Coca-Cola Polar Bear  for first time. The animated polar bear has become one of the most popular symbol.

Coca-Cola from the beginning- when just nine glasses were sold per day – until the Twentieth Century , it has grown to the word’s most beloved brand. Today more than 1.4 billion drinks sold each day.

  ‘Hiltop’ was one of the most famous television commercial which have ever made, in 1971, where young people sing together. The chorus of youth are from all over the world and performing the song, which was produced by Billy Davis. The international cast included the actors from more than 20 countries.

This commercial one of the most memorable advertisement, because of the melody of the song.

At the beginning they started with an close-up shot of an young white female. You can see an expression of peace in her face. She begins to sing, a cappella. As the music begins the camera pulls back a bit and you can see that she is between a dark-skin man and a white women with short red hair. Both of them have an opened bottle of Coca-Cola. Everybody are looking skyward with an expression of big harmony. The camera slowly moving right and the audience can see men and women all over the world singing together ‘I’d like to Buy the world a Coke’.

The message is that Coca-Cola being enjoyed by all people with equal social status.

  While ‘Hiltop’ is based on the music,  ‘Hapiness Factory’ wants to catch your eyes, because it is a very well done animation with a short live action from the advertisers. It also shows the joy of your life just behind  the scenes in a Coke vending machine. A men put a coin into the Coca-Cola machine and the commercial is all about what is happening inside the machine.

I fell into a completely new dimension, a virtual fantasy world that lives deep inside a Coca-Cola bottle. The audience take a long journey inside a Coke machine.

It is completely different from ‘Hiltop’, they started to use new computer technologies instead of live action. But the message is still exploring the love and soul, but after Happiness factory it’s amazing how fast I could get into the story.

Both commercials has the same world of selling the product just in a different way. The main point of selling Coke by ‘Hiltop’ is a catchy melody. The ‘Happiness Factory has brought something completely new, playing with our mind.

References:

Internet:

(www.cocacola.hu)

(http://www.solarnavigator.net/sponsorship/coca_cola.htm)

(http://www.urbanlegends.hu/2005/10/01/coca-cola-mikulas/)

(http://www.snopes.com/cokelore/santa.asp)

(www.thecoca-colacompany.com/heritage/pdf/cokelore/Heritage_CokeLore_HillTop.pdf)

(http://www.duncans.tv/2006/coke-happiness-factory)

(http://coke-art.blogspot.com/2007/10/perfect-harmony.html)

Videos

(http://www.youtube.com/watch?v=IDlFHEMVW-c)

(http://video.google.com/videoplay?docid=-1147782621369668555)