Coca-Cola

COKE’S “OPEN HAPPINESS”: AN INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN

Q1:

They will face the challenge of the Pepsi ,in this year, Pepsi used “Refresh Everything”as the theme to fight with coke,These two enemies with almost the same "optimistic", "happy" brand message, began a massive branding campaign,coke likely to be met with a price war for cola.

The channels of communication which coke typical used is advertising language is concise, refining.Ad straightaway, the former use of verb-object phrase, no subject-predicate structure, easy to read naturally, there are encouraging consumers to enjoy the feeling of life, which is in line with Coca-Cola's purpose.Ad is A powerful combination of advertising language and culture.Coca-Cola attaches great importance to intercultural communication and its products.Coca Cola in the dissemination of cultural advertising containing do very mature, so that its visibility and market share in markets around the world have a huge promotion, brand value is also rising.

Q2: The slogan comes to my mind is “can’t beat the feeling”,when i drank coke, i will utter “ah, can’t beat the feeling”.As far as i’m concern , what makes a good promotional theme is product,brand and culture.The theme must be short and powerful, simple and remembered.fit the company’s culture and product. “ Drink Coca-Cola”, with the Statue of Liberty in the same year of birth, is the most frequently used slogan, navigate one hundred calendar eventually becoming bad.

“Thing go better with Coke” encourage people in deep.people will comfort friends thing go better with coke , because it easy to talk. “ Life tastes good”,Coca-cola product’s imagery been detached from nature,starting to shape a warm atmosphere between people emotionally.from the website, print ads, integrally molded to the television media propaganda and people will get some enthusiasm ,happiness from this themes .

Yes,of course . “Open happiness”will be remembered as some of others ....