In a 200-400 word essay describe what behavioral and cultural themes you see and describe how the Coca Cola ad themes have changed or remained the same over the years. For example: we often use food and drink (like Coke) to celebrate holidays, and Coco Cola still uses the images of Santa Claus in their advertising each year.
The theme of Coca Cola has changed over the years, it has changed theme from ‘open happiness’ to ‘taste the feeling.’ The brand has evolved from its rich heritage to create fan and followings of billions of people. The brand evolves its theme in accordance with the strategy of the firm. In 1993, when coke was entering the Indian market again, it revamped its tagline from ‘coke adds life’ to ‘Always the Real Thing.’ The theme was further stressed by using the shadow of Taj Mahal in the insignia. The company change its theme in other instances such as the change in the theme from celebrating the philosophy of ‘open happiness,’ the campaign ran for a period of 7 years starting from 2009. The campaigns designed under the theme comprised primarily of heart-touching and emotional advertisements on print, TV, and social media. The campaign changed to ‘taste the feeling’ theme in 2016.
Coca Cola is also responsible for changing the popular cultural icons, Coke initiated the first portrayal of the company and painted the red coloured theme of Santa Claus in 1921 and again in 1951. The company initiated the trend of being ranked as the best television ads. The company initiated the competitive advertisement technique and it was the company to start the culture of branding the sports and creating the fan base among the sports lovers. The company has concerned itself with creating trends in whatever it does, whether it is creating the first location specific advertisement or starting the trends such as Coke Drones and Happiness machine. The brand culturally is associated with the feeling of celebration throughout the years.