Coke 'Brrr' Effect
Coca-Cola ‘Brrr’ Effect
By Subha Pathirage–10232732
Executive Summary
This report is about the Atlanta-based beverage retail giant Coca-Cola Company's latest global integrated advertising campaign "The Brrr effect". The campaign was launched in the first half of 2007 in South Africa and has run in 41 markets around the world with the aim of increasing sales of the company’s flagship product Coca-Cola. The report discuses the about the Coca-Cola Company, its various campaigns launched over the years and the role played by these campaigns in enhancing the brand image of Coca-Cola. The report focuses on the "The Brrr effect" launched in 2007 by Coca-Cola. The latest campaign is based on a spontaneous ‘Brrr’ expression, a feeling of refreshment that is experienced after sipping an icy cold Coca-Cola. The report discusses in detail the objectives and various elements of the ‘Brrr’ campaign and the launch of the TV adverts in four countries and how it was adapted in accordance with the tastes and preferences of the people in those countries. The report concludes with a critical analysis on the different approaches undertaken and with ideas on how the global campaign could be made more effective so that it strikes the right chord with its consumers in different countries.
Table of Contents
1 Introduction 3
2 Coca-Cola - The Company 4
3 Past Campaigns 5
4 The ‘Brrr’Campaign 7 4.1 The Launch – ‘Brrr’ in South Africa 8 4.2 ‘Brrr’ in Philippines 9 4.3 ‘Brrr’ in Sri Lanka 10 4.4 ‘Brrr’ in India 11
5 An Analysis 12
6 Conclusion 14
7 References 15
1 Introduction
Over the years Coca-Cola has maintained a strong brand identity in the global market. It is one of the biggest brands in the world with a powerful positive image in the minds of the customers. In many countries Coca-Cola is the market leader in the soft drink market mainly because of its appealing advertising strategies and highly efficient distribution systems.
Throughout Coca-Cola
By Subha Pathirage–10232732
Executive Summary
This report is about the Atlanta-based beverage retail giant Coca-Cola Company's latest global integrated advertising campaign "The Brrr effect". The campaign was launched in the first half of 2007 in South Africa and has run in 41 markets around the world with the aim of increasing sales of the company’s flagship product Coca-Cola. The report discuses the about the Coca-Cola Company, its various campaigns launched over the years and the role played by these campaigns in enhancing the brand image of Coca-Cola. The report focuses on the "The Brrr effect" launched in 2007 by Coca-Cola. The latest campaign is based on a spontaneous ‘Brrr’ expression, a feeling of refreshment that is experienced after sipping an icy cold Coca-Cola. The report discusses in detail the objectives and various elements of the ‘Brrr’ campaign and the launch of the TV adverts in four countries and how it was adapted in accordance with the tastes and preferences of the people in those countries. The report concludes with a critical analysis on the different approaches undertaken and with ideas on how the global campaign could be made more effective so that it strikes the right chord with its consumers in different countries.
Table of Contents
1 Introduction 3
2 Coca-Cola - The Company 4
3 Past Campaigns 5
4 The ‘Brrr’Campaign 7 4.1 The Launch – ‘Brrr’ in South Africa 8 4.2 ‘Brrr’ in Philippines 9 4.3 ‘Brrr’ in Sri Lanka 10 4.4 ‘Brrr’ in India 11
5 An Analysis 12
6 Conclusion 14
7 References 15
1 Introduction
Over the years Coca-Cola has maintained a strong brand identity in the global market. It is one of the biggest brands in the world with a powerful positive image in the minds of the customers. In many countries Coca-Cola is the market leader in the soft drink market mainly because of its appealing advertising strategies and highly efficient distribution systems.
Throughout Coca-Cola