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Coke

 

            The effect of Coca-Cola's advertising campaign on Wanganui Consumers.
             Sales of Coca-Cola now average more than 600 million drinks a day and account for nearly half of all soft drinks consumed on over 200 countries. New Zealand is no exception, with Wanganui being effected by Coca-Colas advertising campaign, but to what extent, and why is the Coca-Cola brand so successful? .
             An Atlanta pharmacist, John S. Pemberton, invented Coca-Cola in 1886. The name was a combination of two of the drinks more exotic ingredients, the African cola nut and the South American coca leaf. Coca-Cola grew from a small relatively unknown drink into the worlds best known refreshment. This was due mainly to a continued investment in advertising and distribution, in order to bring public familiarity with the drink. Soda fountains were given Coca-Cola signs, calendars, serving trays, clocks, fans and lamps while the public was constantly reminded of the drink in lavish advertisements.
             From the earliest days Coca-Cola advertisements have relied on the appeal of a catchy slogan. The first being "Delicious and Refreshing," followed by "Good to the last drop," in 1907, "The pause that refreshes," in 1929 and "It's the real thing," from 1941. The latest slogan "Always Coca-Cola" was recognised by 67% of Wanganui consumers.
             A major contribution to Coca-Colas success was the independent bottler system which was put in place in 1899. This meant companies had the right to produce, bottle and distribute the drink. In a move to increase sales during the colder months of the year Coca-Cola adopted Santa Claus as their own. Even today Santa can be seen in Coca-Colas red and white colors enjoying a refreshing glass of Coca-Cola. .
             Coca-Cola was also quick to spot the potential of television when it arrived and sponsored programs using actors and existing radio jingles. In the 1950s the brand was identified with over 30 of America's favorite television shows.


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