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6 pages/≈1650 words
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Business & Marketing
English (U.S.)
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The Coca-Cola Company (Article Sample)


The Coca-Cola Company "Share a Coke” advertising campaign
Structure of Assignment.
Pick an advertising campaign of your choice (local or international) and write an essay as follows:
Introduction – what is the essay about.
Background – showcase the brand / campaign, consider the motivation, target audience and market / aim of the campaign.
Advertising Strategy – research the tool used to promote this campaign, and you may include screenshots of the tools as you present them. These would be Traditional, Non-Traditional and New Media tools.
Evaluate the Campaign – was it a success? What online statistics can you tap on to showcase this?
Recommendation – how can this campaign be improved (only use advertising tools for this section.)
Reference List.


The Coca-Cola Company "Share a Coke” advertising campaign
The Coca-Cola Company, based in Atlanta, Georgia, is a global beverage company that was established under the Delaware General Corporation Rule. Coca-Cola is a carbonated drink sold in restaurants, supermarkets, and vending machines all over the world. Nonalcoholic beverage concentrates and syrups are manufactured, sold, and distributed by Coca-Cola. The manufacturer produces Coca-Cola, which was developed by chemist John Stith Pemberton in 1886. In 1889, Asa Griggs Candler paid $2,300 for the formula and brand, and in 1892, he founded The Coca-Cola Company in Atlanta.
The company has run a franchised distribution system since 1889. The company primarily produces syrup concentrate, which is then sold to a variety of bottlers with exclusive territories all over the world. The company owns Coca-Cola Refreshments, the company's North American anchor bottler.
Coca-Cola remains the world's most popular soft drink, dominating the food and beverage industry. Throughout its long history, Coke has been responsible for a variety of memorable promotional campaigns.
The Coca-Cola Corporation of Atlanta, Georgia, offers the product to over 200 countries worldwide, except for North Korea and Cuba. Because of its global reputation, its owners can quickly implement cross-cultural advertisement strategies that result in successful marketing and revenues. This paper examines the Coca-Cola Company's 2011 advertising campaign, "Share a Coke."
Coca-Cola's 'Share a Coke' marketing campaign was first tested in Australia to raise brand awareness among young people, and it soon became one of the brand's most recognized international campaigns. The primary campaign target was straightforward: increase Coca-Cola consumption during the summer season. The secondary goal was to get people talking about Coca-Cola again. The campaign needed to shift customers' views of Coke in order to persuade them to actually buy the product rather than just enjoy the brand.
This ad campaign was born from a simple concept produced by Sydney Ogilvy & Mather (Mulcahy, 2019).
Coca-Cola's long-standing image as a brand that fosters friendship and brings people together inspired the marketing slogan. The campaign began with the easy activation of placing the most popular Australian names on Coke bottles to raise sales and add to social talk about the soft drink. The campaign was a huge success in Australia, 

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