An Analysis of the strategies used by Coca-Cola to target specific demographics
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Transcript of An Analysis of the strategies used by Coca-Cola to target specific demographics
An Analysis of the strategies used by Coca-
Cola to target specific demographics
Deciphering Adverts • Semiotics – Founded by Swiss linguist Ferdinand de Saussure
• Further developments by Post-Structuralist Roland Barthes
• A formula devised to understand what an image is try to communicate or represent.
• Signifier+Signified=Sign
• Signifier = image
• Signified = image representation
• Sign = association of the image as the quality of what it represents
Brand Awareness
Reaching Mass Audiences
• Sponsorship – World Cup and the •Olympic Games
• They bring different genders and •age groups together.
• These events have similar brand •values to Coca-Cola
Coca-Cola
Open Happiness Campaign
• Iconic contour bottle shape
• Sans Serif type
• Coca-Cola red
• Trademarked slogan
• No people used
• Generating a feeling
• A wide demographic is targeted
Unethical Practices
Indian Bottling Plants
• Groundwater resources •depleted
• Factory waste discharged into •rivers, fields and groundwater
• ‘Fertilizers’ from by-products •found to be to toxic
• Cadmium and lead – can cause •birth defects and miscarriages
Coca-Cola Zero
http://www.youtube.com/watch?v=78ausqvoQOA
Wayne Rooney Campaign
• Targets 20-something males
• Athletic – Health conscience
• Success – Plays for one of the most •successful football teams in the •world
• Is not associated with the feminine •Diet Coke brand
The Myth
• Image of Wayne Rooney and Coke Zero is only denoting a person and a drink
• Attributes/values of Wayne Rooney - young, athletic, successful male
• Connotation - The visual representation of Wayne Rooney suggests that Coke Zero is part of his attributes.
• A myth is built
Artificial SweetenersSodium Cyclamate
• Banned in America in 1969• Tests show that it is carcinogenic• Venezuela has banned the sale and •production of Coke Zero
Aspartame• British and US versions use aspartame
• Over 75% of adverse reactions to food •additives reported in the US
• Research indicates conditions like •Alzheimer’s and Multiple Sclerosis may •be caused
Summary
Have these adverts worked?
• Sales in Britain of Coca-Cola, Diet Coke and Coke Zero •reached the £1 billion in 2009
• Great result considering being in the worst global •recession since the 1930’s
• Open Happiness – tapping into the mood of the nation•