COCA-COLA: THE LOGO

EFFECT

Importance of the
classic logo for CocaCola business

BRANDING IS TIMELESS
Coca Cola have their message and brand identity, its the same as their logo; timeless
and classic.
For over 100 years, Coca Cola have used the same logo.
Creates attachment to the product.

If you asked somebody to describe the Coca

Cola logo, youd probably get a response along
the lines of its those red swirly letters.
And on the other hand, if you asked somebody
to describe the Pepsi logo, you would probably
get a different version, depending on what it
was like when they remember it most.

CLASSICAL COLA

You dont need a consultancy to tell you that Coke has

used the polar bear and Santa mascots for decades. The
product is named Classic. Everything about the brand is
traditional.
Brad Jakeman
Pepsis new chief creative officer

NEW COKE
This was the unofficial popular name for the reformulation of Coca
Cola introduced in the spring of 1985 by The Coca Cola company to replace
the original formula of its flagship soft drink, Coca-Cola (also called Coke).
New Coke originally had no separate name of its own, but was simply known
as "the new taste of Coca-Cola" until 1992 when it was renamed Coca-Cola
II.
The American public's reaction to the change was negative, and the
new cola was a major marketing failure. The subsequent reintroduction
of Cokes original formula, re-branded as "Coca-Cola Classic", resulted in a
significant gain in sales.

ITS IN THE BRAIN

In blind taste tests, people consistently prefer Pepsi over Coke. Yet when both
beverages that are labelled, Coke wins every time. Researchers have coined this
phenomenon the Pepsi Paradox, and for a long time could only guess that CocaColas marketing was responsible for the preference.
In 2004, Read Montague, a researcher at Baylor College of Medicine, did a study
that showed just how ingrained the Coca-Cola brand has become to the millions of
people who prefer it.

Montague performed MRI scans on volunteers while they drank both Pepsi and Coke.
Sure enough, when people drank samples of both Pepsi and Coke, without being told
which was which, they preferred Pepsi. The MRI scans showed that the Pepsi caused
greater activity in the ventral putamen, the part of the brain that registers pleasure.
But once the volunteers were told which beverage they were tasting, they immediately
switched their answers and stated that they preferred Coke. During that taste test, the
medial prefrontal cortex of the brain lit up on the MRI. That part of the brain is
associated with memories and self-identification. The higher-functioning prefrontal
cortex actually over-rode the more visceral part of the brain that acknowledges pleasure
branding beat out actual taste

LOGO
LONGEVITY
LEADS TO
BRAND
DOMINATION

We associate
Coca-Cola with
strong
memories and
identify the
brand in
positive ways.

Classic logo
Classic bottle
container
Open Happiness

Longevity Doesnt Hinder Creativity

Coca-Colas basic logo hasnt changed, but that doesnt mean that the company is stuck
with design from the 19th century. Coke has incorporated the Coca-Cola script into
countless other logos in order to refresh its brand.
The Longevity Lesson
Sticking to one logo doesnt mean that your brand will feel stale and old. Instead, it helps
maintain that brand throughout the years and multiple advertising campaigns. People like
the comforting feelings that tradition holds. Theyre able to create stories around a brand
when it looks consistently familiar.

SALES EFFECT

SHARE A COKE CAMPAIGN

The "Share a Coke" campaign was first launched in Australia in 2011, with the local
executives and the ad agency Ogilvy coming up with the idea. In the years since, the
campaign has spread to more than 70 countries, including a U.S. launch this summer.
Sales volumes were up 0.4 percent for 12 weeks through August in 2014, compared to the
same period last year, and that sales dollars were up by 2.5 percent overallall after more
than 10 years of steady declines.
Coca-Cola is increasing its advertising budget by $1 billion in the next three years; its
budget was $3.3 billion in 2013.

At the end of the day, our name is the most personal thing we have. It's our fingerprintour
identityin one word, said Lucie Austin.
We gave consumers an opportunity to express themselves through a bottle of Coke, and to
share the experience with someone else. The fact that your name is on a Coke bottle, it can't
get more personal than that! The campaign capitalized on the global trend of self-expression
and sharing, but in an emotional way.
Who would want their name on a brand unless it was as iconic as Coke? 'Share a Coke' found
the sweet spot by making consumers famous through the most iconic brand in the world.

Presented by:
Mrinal Gautam, IMBA (8th
Sem.)
Central University of
Jharkhand