Coca-cola advertising language daquan 1:
1886 Please drink Coca Cola.
1904 Fresh and delicious ―― Coca-Cola
1905 coca-cola-keep and restore your strength. No matter where you go, you will find coca-cola.
1906 high-quality drinks
1907 Coca-Cola-Bring energy and make you full of energy.
1908 Coca-Cola brings sincerity.
1909 Wherever you see the arrow mark, you will think of Coca-Cola.
19 1 1 Enjoy a flowing cup of laughter.
19 17 There are three million a day! (person-times)
1920 Coca-Cola-A good thing is poured into a cup from nine places.
1922 thirst has no season.
1923 Enjoy when you are thirsty
1925 real charm
1925 6 million a day (person-times)
1926 The nearest distance between thirst and coolness-Coca Cola
1927 in any corner
1928 coca-cola-natural charm, pure drink
1929 the best drink in the world
1932 cold in the sun
1933 Sweep away fatigue, hunger and thirst
1935 coca-cola-bringing friends together.
1937 happy hour in America
1938 thirst does not need anything else
1939 Only Coca-Cola
1940 is the easiest way to quench your thirst.
194 1 vitality of work Coca-Cola belongs to-
1942 Only Coca-Cola, Coca-Cola always buys only the best.
1943 coca-cola, the world symbol of American lifestyle.
1945 a symbol of life full of friendship and happiness
1946 world friendship club-only 5 cents.
1946 yes
1947 the quality of coca-cola is your forever trusted friend.
1948 Where there is hospitality, there is coke.
1949 coca-cola-walk around along the highway.
1850 thirsty, the same pursuit of quality
195 1 Hospitality and home choice
1952 all you want is coke.
1953 full of energy-driving safely in midsummer dream
1955 is as exciting as sunshine.
1956 Coca-Cola-Make beautiful things better and bring light with one stroke.
1957 symbol of good taste
1958 cool, relaxed and coke
1959 the joy of coca-cola, the real vitality of life
196 1 coca-cola, bringing you the best state.
1963 with coke, you'll get what you want.
1964 Coca-Cola gives you great vitality.
1965 fully enjoy Coca-Cola
1966 after drinking coca-cola, you will never feel tired again.
1968 wave after wave, cup after cup.
1970 this is the real thing, and this is the authentic Coca-Cola that really makes you relaxed 197 1 I used to own the world of coke.
1972 Coca-Cola-With Good Times
1975 overlooking the United States, see what we get.
1976 cola plus life
1980 a coke and a smile
1982 this is coca-cola
1985 a kick; A blow; Coca-Cola/ Coke
1989 unstoppable feeling
1993 will always be coca-cola
1994 will always be coca-cola
1995 this is coca-cola
1996 this is coca-cola
2000 Coca-cola. Enjoy
200 1 Life tastes good
In 2003, it will always be Coca-Cola.
Be cool in 2004 by yourself.
In 2006, there was Coca Cola in every direction of going home.
Be cool in 2007 by yourself.
20 10 who do you want to share the first bottle of coca-cola in the new year with?
20 1 1 Coca-Cola, refreshing and delicious.
Selected advertisements of Coca-Cola Part II:
1886 Drink Coca-Cola, the earliest slogan, was born in the same year as the Stayue of liberty, and it is also the most frequently used slogan, which has been popular for more than 100 years.
1904 delicious and refreshing During the period from 1904 to 1917, Coca-Cola was in the period of domestic sales growth and consolidation, and functional slogans reminded American citizens of the arrogance of Coca-Cola.
1917 three million a day has been on the sidelines for three years, and the neutral United States has finally joined the ranks of the world war. The daily sales of three million bottles have announced the starting point of Coca-Cola's sales surge and its status as a world brand.
1922 third knows no reason In response to consumer habits, the early Coca-Cola factory only opened in summer. At this time, Coca-Cola persuaded the public that all seasons in the United States are good times to drink Coca-Cola.
1925 Six Million a day This slogan was launched simultaneously with the advertisement of Ritz Boy, which is an advertising genius Archie. The classic masterpiece of Arch Lee.
1927 around the corner from everywhere from 1927 to 1929 was the first wave of Coca-Cola's big expansion, with Central and South America and Europe as its main focus and China among them. This slogan is showing the authorities' attempts at globalization. In the same year, the sound film came out, and Coca-Cola also broadcast radio advertisements in this year.
1929 The pause that refreshes On October 24th, 1929, the Wall Street stock market crashed, which opened the worst economic depression in human history. A stock market crash that was full of sorrow really needed a moment of coolness. At the same time, Germany joined the ranks of Coca-Cola production.
1932 Ice cold sunshine while waiting for the dawn of economic recovery, Japan in the east and Germany in the west are expanding their military ideas to the extreme, and the tense mood has brought the relations between countries to freezing point. Looking forward to Coca-Cola bringing the dawn of peace &; bdquo; & bdquo;
1936 It& lsquo; S the refreshing thing to do and is the most commonly used and confident functional word in Coca-Cola Company, except for Coke's cooling off the summer heat and Chaplin's <: Modern Times > It also makes you cool and happy.
1938 the dry throat of the best friend thirst ever had needs coke, so what about the crisis of economic confidence? Superman chose to be born at this time, and the confidence of the United States was relied on. In the same year, Australia, Austria and South Africa joined the Coca-Cola family.
1939 Whoever you are，whatever you do，wherever you may be，when you think of refreshment，think of ice cold Coca-cola
This is the longest slogan over the years, which contains 21 words, just like the dialogue in a romantic movie. It takes you a little time to read the whole sentence.
1942 the only thing like coca-cola is coca-cola itsself consists of ten words, which appear twice in a row. From 1942 to 1944, it was also the hottest period of World War II. Due to the lack of genuine Coca-Cola, counterfeit goods (Afri-Cola) appeared in Germany. The Coca-Cola Company then launched this slogan, telling the German army to respect the rights and interests and put an end to piracy.
1944 Global high sign as can be seen from the lines, the United States' response to World War II <: Normandy landing > Confidence and expectation. At the same time, this slogan of psychological warfare is also the first time that the slogan of coke is separated from the image of drink.
1948 Where there& lsquo; s Coke， there& rsquo; Hospital first appeared in the advertising slogan & mdash; & mdash; Warmth and coke are together. In the same year, Coke entered Hong Kong.
1949 coca-cola along the highway to anywhere The end of the 1940s and even the whole 1950s was the beginning of the mainstream of automobile civilization. expressway delivered Coke to every corner more quickly. In the same year, with the establishment of NATO, the psychological distance between the two teams needed Coke to be resolved. Macao opened cola to enter this year.
1952 What do you want is coke Sony developed transistor radios. This revolution has made home appliances enter a brand-new field (walkman and tape recorder are its descendants), but at this time, the unit price is still high, and Coca-Cola is still the best choice. Ireland stopped selling coke from Britain this year and rolled up its cuffs.
1956 coca-cola makes good thing taste better Elvis Presley released his first charming album, which immediately won the top spot. Coca-Cola with good flavor is the best companion of rock music. Iran also met Coca-Cola in the same year.
1957 Sing of Good Taste coca-cola bottle can is in the critical period of developing new varieties. From 1956 to 1959, four slogans were launched continuously, which confirmed the high-level attention. In the same year, Taiwan Province began to produce Coca-Cola.
1958 The cold, crisp taste of Coke is the favorite verb used by Coca-Cola in the 1950s, just like < God of football > Billy was a verb in the sports world at that time. The World Cup in 1958 was his first edition, and he also brought back the Remington Cup to the motherland. In the same year, Angola began to drink Coca-Cola.
1959 Be really refreshed Barbie appeared, and there was a constructive discussion topic between the little girl and her parents. For little boys, we suggest <; Coca cola > Car. Since this year, Ethiopia has its own coke factory.
1963 Thing Go Better With Coke American President Kennedy was assassinated in Dallas. Hong Kong has launched <: Feel relaxed and happy, everything wins > This is the earliest local slogan. Cambodia Coke Factory also started operation in the same year.
1969 It& lsquo; S the Real thing The American space shuttle landed on the moon, and the craziest dream of mankind in this century was achieved by Armstrong. The slogan of Hong Kong was < It's really nice > .
1975 the end of the look up America war brought unforgettable frustration to the United States, and the emergence of Coca-Cola helped the people heal and relieve pain in due course.
1976 Coke adds life coke began to pay attention to the image of daily life, which is called <; Coca-Cola adds love and interest > . 1976 Have a Coke and a smile The United States established diplomatic relations with the People's Republic of China, and in the same year Coke was imported into China again.
At that time, the local advertising language in Hong Kong was <: Coca Cola adds laughter > .
1982 Coke is it is called <; The stem is Coca-Cola > , another popular slogan, is widely printed on cola derivatives.
1986 Coca-cola red, white and you jumped to the leading role of the slogan from 1949 to 1956, and from 1948 to 1986. The centenary of Coke was launched as the beginning, as the beginning of its restoration. In the mid-1980s, it was a trademark with white characters on a red background, which was used in the vigorous stage of bottles and cans. In the same year, Challenger exploded 73 seconds after liftoff, leaving a stunned audience in front of TV sets all over the world.
1987 Can& lsquo; T beat the feeling Taiwan Province called <: The feeling of being unstoppable > , Hong Kong is called <; An unstoppable feeling > As far as Taiwan Province is concerned, it is the most popular and most impressive cola advertising slogan. Yu Chengqing and Sally Yeh endorsed Chinese advertising songs in those years.
1990 Can& lsquo; T beat the real thing continues the last good feeling, only to be changed to, but the fame and popularity of sequels are often not as good as the first song, and this law obviously does not apply only to movies. The fall of the Berlin Wall symbolizes that democracy has become East Germany.
1993 Always Coca-Cola's short and powerful publicity has created the most successful slogan in the history of cola, and Taiwan Province has become <; It will always be Coca Cola > , which Hong Kong calls <; Coca-Cola forever > This slogan of longevity lasted for eight years, spanning the 1992 and 1996 Olympic Games, the 1994 and 1998 World Cup and the Millennium, and it was the most lasting slogan since 1917.
1998 slogan dedicated to football
Entering the 2 1 century, Coca-Cola's advertising strategy is more international. The advertisement emphasizes the universal love and compassion.
2000 Coca-cola. Enjoy Hong Kong called it <; Qihuan Coca Cola > After, is the most popular verb for consumers. Coca-Cola was injected into North Korea in the same year.
200 1 Life tastes good Coca-Cola Company has separated the product image from the essence of drinks, and created a warm atmosphere based on the feelings between people, from websites, print advertisements to integrated publicity of TV media, expecting to create another wave of peaks.
Coca-Cola will face the competition from Pepsi and Virgin (and perhaps China's Coca-Cola), and the most effective positioning is "Its the real thing.". Coca-Cola, which is very popular all over the world, has played a very important role in its development in the past 100 years, and the advertising strategy close to the market has contributed to its establishment of the most valuable brand position. Advertising language, as the core content of advertising, is a clear expression of brand positioning. It reaches consumers through various media, and all market-related activities should echo and complement each other. We review the development of world brands from the change of Coca-Cola advertising language, especially the successful experience in China market, which will be of certain reference significance to domestic enterprises.
2005 "Be cool by yourself". Liu Xiang, Wilber Pan, Shawn Yue and S.H.E, six youth idols, co-starred in Coca-Cola's dazzling personality show series. After the broadcast, it caused great buzz among young people, igniting their infinite enthusiasm for freely expressing themselves and pursuing their life dreams.
2006 "Be cool by yourself". Online leisure life has become the forefront of Coca-Cola's "to be cool by yourself". Everyone has two worlds, one is the real world and the other is the virtual world. Coca-Cola has once again opened up a new era of innovative entertainment, and assembled its spokesmen Angela Zhang, S.H.E, Chris Lee, Wilber Pan and Shawn Yue to form the most powerful star advertising lineup, and sincerely invited the Hollywood production team to plan, shoot and produce the 2006 Coca-Cola "Be cool by yourself" II series of themed advertisements.
2007 "My heart is cool with me". In Coca-Cola's 2007 theme advertisement, red main color, passionate melody, Coca-Cola logo and Coca-Cola bottle are still the main elements of advertisement selection. The performances of Liu Xiang and Wilber Pan are still so passionate and motivated. The difference is that this year's Coca-Cola theme advertisements are not focused on the expression of "emotion", not through the unique role of Coca-Cola drinks in connecting young men and women to express their emotions, but through the characteristics of young people playing "cool" and with the help of the respective advantages of Liu Xiang and Wilber Pan, they fully show the infinite vitality brought by Coca-Cola drinks in sports content and game performance, and release their hearts to the fullest. This kind of temptation is not only to consumers who experience Coca-Cola, but also to audiences who appreciate Coca-Cola advertisements. At the same time, this temptation is not a separation of the advertising theme of Coca-Cola in previous years. At the end of the film, the words "be cool by yourself" just remind the audience that the theme of the advertisement in 2007 is an extension of "be cool by yourself" and a three-dimensional expression of "be cool by yourself".
2008 "Smooth Olympics". Starting from the world's largest red carpet, which spans China and spreads all over the country, the wonderful ideas inspired by Olympic passion have become a major attraction of Coca-Cola's Olympic propaganda film.
2009-20 10 "Drink Coca-Cola"
Please drink Coca Cola.
From the first bottle of Coca-Cola came out in 1886 to the establishment of the first factory in the United States, Coca-Cola was in the primary stage of development, and more people needed to taste Coca-Cola. Please drink Coca-Cola became the theme of its activities. In the following ten years, although new advertising slogans appeared from time to time, it was mainly promoted from the functional level of products to quench thirst, taste good and cool. Such as: "Fresh, delicious and satisfied is Coca-Cola", "Enjoy when thirsty" and so on.
In the 1920s and 1930s, as Coca-Cola products were accepted and recognized by more people, the advertising language became more and more emotional, adding more contents and meanings, such as joy, friendship and so on, on the basis of functional demands. For example, "a life full of friendship, a symbol of happiness", etc., but this period is still a product promotion stage, and the real brand status has not been fully established.
World War II was an important period for the development of Coca-Cola. Coca-Cola became the first choice for Americans, and with the overseas operations of American soldiers, it began to flow to various places. In order to ensure the supply of foreign troops, bottling plants were established in some countries. Up to now, the word "ENJOY" remains on the registered trademark of Coca-Cola, which in a sense represents a century-old history of Coca-Cola and a classical style.
An unstoppable feeling
After World War II, it was a period of rapid economic development in the United States, and it was also a period of rapid growth of Coca-Cola. While the United States promoted its democratic ideas and lifestyles around the world, Coca-Cola and McDonald's became important parts of American culture. Coca-Cola has established factories all over the world, participated in major sports events, and carried out various forms of advertising and promotion activities. Coca-Cola's popularity and market share in various places have been greatly improved, and its brand value has been rising. The advertising slogans of this period are: "I own the coke world", "coke plus life" and so on.
1978 The first batch of Coca-Cola products entered the China market, and the first joint venture factory was established in the 1980s. At that time, China was in the early stage of reform and opening up, and many people in China were not used to this kind of beverage with the taste of "traditional Chinese medicine", and the price was on the high side. Coca-Cola focused on several major cities, took advantage of the local beverage channels in China, and brought brand-new marketing concepts while consolidating all basic work.
"unstoppable feeling" was the most popular advertising language at that time, which also expressed a spiritual thing that Coca-Cola would bring to people, and actually represented people's curiosity and yearning for western culture.
"Drinking Coca-Cola is not only a taste, but also a feeling." This was the personal experience of some loyal consumers at that time.
Coca-Cola has made extensive use of TV media, outdoor advertisements, cold drink equipment and other publicity means in major cities, and promoted the rapid development of Coca-Cola in China market by using the vivid management method of point of sale. In the mid-1990s, Coca-Cola has initially completed the distribution work in major cities, and the domestic traditional beverages in various places have been hit hard.
Enjoy yourself, it will always be Coca-Cola.
1996 Atlanta Olympic Games should be the most brilliant moment for Coca-Cola in China market.
There are 23 bottle decoration factories in China, and the Coca-Cola brand has become the most valuable brand. Products are often in short supply, and the market in China keeps a high growth rate of more than 20% every year.
The focus of Coca-Cola's channel has shifted from wholesale to direct marketing, which requires greater penetration in the market, higher requirements for business execution, larger product display area, more varieties, richer advertising materials and better customer relationship. "Ubiquitous, value-for-money, love and loyalty" has become the main strategy of marketing, and sales work has also changed from guiding consumption in the past to promoting sales. Enjoy yourself. It is always Coca-Cola that not only expresses the feeling of hearty, but also embodies the confidence and atmosphere of Coca-Cola. In fact, at this time, Coca-Cola really found the core content of the brand ALWAYS. There are both tradition and classicism, and there is no lack of passion and vitality.
Coke every moment, Coca-Cola
In the 21st century, Coca-Cola began to feel unprecedented competitive pressure.
First of all, the headquarters placed high hopes on the China market and urged it to speed up its development. However, with the gradual maturity of the domestic beverage industry, domestic beverages represented by Coca-Cola, Rising Sun and Jianlibao seized the city and occupied many secondary and tertiary markets in advance. Pepsi has divided many young consumers from "the choice of a new generation" to "unlimited imagination"; The diversity of consumer consumption has forced Coca-Cola to change its marketing strategy.
Should we change with constancy, or should we change with strain?
Coke every minute was put forward based on the market environment at that time.
"Engraving" is reflected in time, expressing that Coca-Cola keeps pace with the times, taking Nicholas Tse, Cecilia Cheung and other popular singers as endorsements, and targeting the younger generation, so as to achieve the purpose of countering Pepsi. Explain that regardless of the past, present and future, it will always be Coca-Cola.
"Exhaustion" is reflected in the space. On the one hand, the company shifted from carbonated drinks to all-beverage companies, and developed tea, juice, water and other products in an all-round way. On the other hand, the development of second-and third-tier cities, and began to expand the rural market, the price is becoming more and more popular and civilian.
In recent years, Coca-Cola has been advancing with the times, looking for market opportunities from time to time. Carry out online marketing, sports marketing and other ways to attract consumers' attention. At the same time, the advertising language based on some events is also commendable, such as "seize this feeling"; "Coca-Cola: Festival &; lsquo; Double & rsquo; Add joy "; "Watch football, cheer together and drink Coca-Cola";
Liu Xiang's Home Edition in the Spring Festival. "There is Coca-Cola in every direction of going home" is also an extension of every moment.
Looking at the development of Coca-Cola, the change of advertising language is always closely related to the market positioning of the brand, which has the following characteristics:
1. A concise advertisement is not only easy to remember, but also makes people easily associate with brands.
2. Advertising language is formulated according to the market position and competitive environment of the products at that time, and serves for the expansion of the market.
3. Advertising language is a kind of written expression of brand positioning, which can be changed in the form of written expression, and the core content and direction should not be changed easily. For example, very coke from "China people's own coke" to "young without failure"; From "very cola, very choice" to "happy event, of course, very cola", the product positioning is vague and even confusing.
4. The process of producing a brand is a process of continuous accumulation and deepening. From inviting Coca-Cola to drinking Coca-Cola every moment, it is related and the connotation is gradually enriched.
Many enterprises are often confused on the issue of advertising language, and are in a dilemma on the issue of "change" and "unchanged". "unchanged" can easily make the brand aging; "Change" can easily lead to unknown risks. In fact, the success of Coca-Cola comes from the long-term clear market positioning. Through the development of product series, the transformation of packaging, the establishment of new channels, the constant updating of marketing methods, especially the innovation of advertising content and form, this century-old brand has been given new life and vitality!
Coke every moment &; mdash; & mdash; Coca cola!