GCSEMedia@Claremont: ADVERTISING RESEARCH: COCA COLA

PREP "I have researched Coca Cola advertising across the century in order to investigate how this powerful global brand conveys its messages and values...." Start your research into Coca Cola, writing it up as you go.

B321 RESEARCH INTO ADVERTISING CAMPAIGNS: COCA COLA

TASK: Coca Cola is one of the most successful global brands. You research Coca Cola's advertising campaigns and how they have evolved from selling a drink to refresh people in hot weather to an all-year-round product that delivers messages about happiness, positivity and inclusivity.

Their mission statement:

To refresh the world...
To inspire moments of optimism and happiness...
To create value and make a difference.

You will undertake then write up the research that you have done on how Coca Cola targets its audiences with messages and how its brand values are conveyed. (Please note that your teacher is not endorsing Coca Cola as a drink or as a company; this is an academic exercise.)

· Start by visiting The World of Coca Cola, Atlanta. Meet the Polar Bear

· Tour the archives

· Coca Cola: its brand values, taken from its mission statement.http://www.coca-colacompany.com/our-company/mission-vision-values

· An interesting Prezi summarizes the brand's values here. https://prezi.com/ftv9hvziwqi2/coca-cola-company/

· Coca Cola and Santa Claus: how the brand marketed itself as a winter drink Learn about Haddon Sundblom in http://www.coca-cola.co.uk/stories/coca-cola-and-father-christmas-the-sundblom-santa-story

SHOW THAT YOU UNDERSTAND DIFFERENT REPRESENTATIONS IN ADVERTISING:

· Watch DietCoke and Duffy: after watching the ad again, you write up how Duffy represents the target audience for Diet Coke and describe the shift in the message to the consumer; celebrity endorsement

· Watch CokeZero and James Bond: after watching the ad again, you write up about the product tie-in (synergy) with Quantum of Solace. How does the advertisement target men?

· Analyse the 'Hilltop' advertisement
http://www.coca-colacompany.com/stories/coke-lore-hilltop-story

Who is represented and how are they represented?

· Analyse the 'I Wish...' campaign https://www.youtube.com/watch?v=jV9pUT8uVM0

INDEPENDENT TASKS: You each analyse then present to the class one (different) Coca Cola advertisement. Cover the following points:

Who is represented?
How does the representation persuade us to like the product?
Who is the target audience?

When you write up your findings, it is a good idea to include screenshots of what you are discussing for the sake of your reader.