1. Consider Coca-Cola’s advertising throughout its history. Identify as many commonalities as possible for its various ads and campaigns. (For a list of Coca-Cola slogans over the years, check out en.wikipedia.org/wiki/Coca-Colaslogans.)
2. Analyze the “It’s Mine” ad based on the process of creating an advertising message as outlined in the text.
3. Discuss issues of selecting advertising media for the “It’s Mine” ad. How might this process differ from that of other Coca-Cola campaigns? From other campaigns for other companies?
4. Based on the information in this case, how might Coca-Cola measure the effectiveness of the “It’s Mine” ad? What else might Coca-Cola want to measure?

When you think of Coca-Cola, what comes to mind? It wouldn’t be surprising if you thought first of Coke ads. In the history of advertising, perhaps no other company has had such a strong and continuous impact on society through advertising. Not only have Coke’s ads been successful at selling its soft drinks, but decade after decade Coca-Cola’s ads and campaigns have influenced our very culture by making their way into the hearts and minds of consumers.