C t t s e s Questions for Discussion 1. Consider Coca-Cola's advertising throughout its history in the Arab world. Identify as many commonalities as possible for its various ads and campaigns. 2. Analyze the 2010 FIFA World Cup 'Wavin' Flag-Coca-Cola Celebration Mix' ad, based on the process of creating an advertising message as outlined in the text. 3. Discuss issues of selecting advertising media for the 'Wavin' Flag-Coca-Cola Celebration Mix' 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 'Wavin' Flag-Coca-Cola Celebration Mix' ad? What else might Coca-Cola want to measure? s y v COMPANY Case Coca-Cola: Advertising Hits 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 peo- ple by making their way into the hearts and minds of consumers. A BRIEF HISTORY In the 1920s in the United States, Coca-Cola shifted its advertis- ing strategy, focusing for the first time on creating brand loyalty. It began advertising the soft drink as fun and refreshing, Cokes 1929 campaign slogan was, "The Pause that Refreshes" To this day, that slogan remains number two on Advertising Age's top 100 slogans of all time In the Arab world, however, Coca-Cola has had a few chal- lenges, Coca-Cola was banned from Arab world countries during the 1967 Arab and Israel war for its dealings with Israel. It was able to resume business in the region after about 20 years, when it sponsored a youth soccer tournament in Saudi Arabia in 1989. During this absence Pepsi became the dominant market leader in the carbonated soft drink market. Since its return, Coca-Cola has found itself facing an uphill struggle battling with Pepsi over market share by using all forms of promotions, pricing and brand strategies The carbonated soft drinks (CSD) manufacturers regard most of the Arab world markets as 'young' markets, growth in this region's business is driven by the youth population. The Saudi CSD market saw double-digit growth (10-15 percent) after Coca- Cola entered the market driven by strong investments in advertis- ing and promotions by both Pepsi and Coca-Cola. According to Middle East Grocer magazine, the carbonated drinks sales in the region doubled between 1993 and 2003 to US$850 million. It is estimated that the market is currently well over a billion dollars. Coca-Cola adopts a wide range of approaches to secure main-aisle or other prime positions in the supermarket. For example, it may put free items (such as glasses, barbecue spatu- las, oriceboxes) into drinks packs. It also adopts philanthropic approaches, for example supporting youth centers, garbage pick- up drives, and a children's cancer hospital in Egypt. The company handed out school supplies in Palestine and gave computers to schools in Jordan; in Lebanon, it planted cedar trees. In the Gulf states, Coca-Cola supported the Disabled Children Association in Saudi Arabia and the Red Crescent Society in the UAE CELEBRITY INPUT Coca-Cola has also broadcast advertising films with plots about Ramadan, with local personalties enjoying the starring roles. The Omani e rally driver Hamed Al Wahabiendorsed Coca-Cola, as did Saudi pop singer Abdul Majeed Abdullah Coca-Cola seemed to gain advertising superiority from 2005 onwards when it nominated Nancy Ajram as the Coca-Cola star and official celebrity sponsor and spokesperson for the region Commenting on Nancy Ajrams fit with Coca-Cola brand values, the companys PR director Sad, Nancy Ajram fit perfectly well with the image and values of Coca-Cola, and we beleve in focal ning talents and we like to accompany them on the journey and contribute to their recognition and success. Nancy is one of the youngest Arab WMA winners and is an important icon of this generations Arabic music She has been ansing statymar on year and loved by millions of people across the Arab world Nancy appreciated by a large fan base and she represents fresh young, optimistic, happy and success ful messages all of them Coca-Cola values Coca Cola launched the campaign The Coca-Cola Side of Life in 2006. It was a simple idea that drinking Coca-Cola makes people happy, it tastes good, and it's an invitation to live on a brighter, more positive side of ide. We live in a world where we make choices every day and The Coca-Cola Side of Ufe encour ages people to make those choices positive ones.said the public affairs and communications manager of Coca-Cola Middle East at the time. This new campaign is different. It is fresh, vibrant, and modem. It invites people to create their own positive reality to be spontaneous, listen to their hearts and live life in full color. The fully integrated campaign consisting of television, outdoor print executions, viral marketing, and public relations activities was simultaneously implemented across the Middle East. Later in 2007, Nancy released her Coca-Cola Side of Life commercial featuring a new single, El Donya Helwa (ife is Beautiful. This, Nancy's seventh commercial, was considered one of her most successful representing her style and Coca-Cola's with colors, happiness and musicled her to release a live album featuring the single in February and March 2008. Nancy released the Coca-Cola commercials that featured a brand new hit from her long-awaited album Coca-Cola also launched the Open Happiness campaign in the Arab world in 2009. Building on the award-winning Coke Side of Life" campaign, "Open Happiness was the new plat- form for all integrated marketing for brand Coca-Cola Including new points of sale (POS), promotions, outdoor and print advertis- ing, digital and music components, the campaign invited people to welcome small moments of joy and happiness into their lives This was a global campaign but translated local and adapted to fit with local values Music played a central role in the new cam- paign, with a new track, Eftah Tetrah," by Nancy Ajram gaining large popularity among the youth population In 2010, Coca-Cola sponsored the 2010 FFA World Cup Coca-Cola Middle East created a suitable soundtrack for the global marketing campaign by recording a collaboration between African hip-hop artist naan and superstar Nancy Ajram. The song Wavin' Flag-Coca-Cola Celebration Mox was released in many countries and formed a centerpiece for the campaign. It was used on all TV commercials during the FIFA World Cup Trophy Tour, and on the online digital platform. Murat Ozgelmarketing director, Coca-Cola Middle East, said: "The Coca-Cola footballcampaigns one of the biggest that has ever been put together and the theme song e a major tool that will bring out the celebration in the hearts of all the fans. We are proud to have Nancy Ajram on board, she is unique not only in her music but also as a person, and we are confident that he representation of the song will capture everyone's hearts It is a privilege to be involved in the Coca-Cola World Cup Anthem, a song that is sure to bring happiness to so many people commented Nancy Ajram. There is no other time during the year when the entire world will celebrate the same thing at the same time. This song is full of happiness and feelings of unity and celebra ton and we hope it will touch the hearts of every person experience ing the 2010 World Cup. A global television audience of more than 700 milion was estimated to have watched the FFA World Cup final As a further feature of the campaign, Coca-Cola launched its 2010 RFA World Cup promotion using beverage cans with taser etched tabs. The promotion was used on Coke and Fanta brands in countries induding Yemen, tra, Jordan, the UAE, and Saudi Arabia Once the can was opened, certain consumers had a chance to win a range of football-lated prices. The promotion started a month before the World Cup and ran throughout the event Despite Coca Colas all out effort to dislodge Pops from the number one position in the C5D market, Pepsiis defending is market leadership position in the Arab world, fighting to retain rather than gain, market share. Coca-Cola in the Arab world, on the other hand, is the underdog with momentut who seems to be enjoying the fight Questions for Discussion 1. Consider Coca-Cola's advertising throughout its history in the Arab world. Identify as many commonalities as possible for its various ads and campaigns 2. Analyze the 2010 FIFA World Cup The Wavie Ray-Coca-Cola Celebration Moad, based on the process of creating an advertising message as outlined in the text 3. Discuss issues of selecting advertising media for the Wavin Flag-Coca-Cola Celebration Mix 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, now might Coca-Cola measure the effectiveness of the Wavin Flag-Coca-Cola Celebration Mix ad? What else might Coca Cola want to measure? Sources: O Antoine Tayyar Public Aars and Communication Director for Coca Cola Middle East annone 2.2009.www.info busschalt/35976. Hesin Bor The Coca Cola side of Ute Campaign Channes Opom so the Middle East AM, December 17. 2006, www.renfo.com/105607 "Coca-Cola Middle East to Relean and Nancy and and Mc Video in 50 Countries Support of soup of the 2010 PA World Cut My 23, 2005, wwwababa.com additional infomation to Arab Ends its of Coca-Cola, que Woen May 1992, access Peptides pilom 1991-0502595645_1_coca-Cola Coc colab-Sah Deton "Con Gants Continue Battle for Middle East Market Astraks.com Ad 6. 2001. www.is.com Coke and Peps Battle it Out" AMEN, April 2004 www.amento com 37492 more "Coca-Colas Go Campaign Launched in Metade Arabil May 28 2009, www.tradera.com.MEDIA 162123hom FIFA Expects Global TV Audience of 700 Million for World Cup Tin Cape Breton Posty 15,2010, www.centrost.com "Coca-Cola ked Off World Cup Promotion in Middetast daging karty 29, 2011, www packaging.com Lund, "The History of Coca-Colas Advertising Associated Content 14, 2008, accessed online at www.associatedcontent.comcurk COMPANY Case Coca-Cola: Advertising Hits 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 people by making their way into the hearts and minds of consumers. A BRIEF HISTORY In the 1920s in the United States, Coca-Cola shifted its advertis- ing strategy, focusing for the first time on creating brand loyalty. It began advertising the soft drink as fun and refreshing. Coke's 1929 campaign slogan was, "The Pause that Refreshes. To this day, that slogan remains number two on Advertising Age's top 100 slogans of all time. In the Arab world, however, Coca-Cola has had a few challenges: Coca-Cola was banned from Arab world countries during the 1967 Arab and Israel war for its dealings with Israel. It was able to resume business in the region after about 20 years, when it sponsored a youth soccer tournament in Saudi Arabia in 1989. During this absence Pepsi became the dominant market leader in the carbonated soft drink market. Since its return, Coca-Cola has found itself facing an uphill struggle battling with Pepsi over market share by using all forms of promotions, pricing, and brand strategies. The carbonated soft drinks (CSD) manufacturers regard most of the Arab world markets as 'young' markets: growth in this region's business is driven by the youth population. The Saudi CSD market saw double-digit growth (10-15 percent) after Coca-Cola entered the market driven by strong investments in adsertising and promotions by both Pepsi and Coca-Cola. According to Middle East Grocer magazine, the carbonated drinks sales in the region doubled between 1993 and 2003 to US$850 million. It is estimated that the market is currently well over a billion dollars. Coca-Cola adopts a wide range of approaches to secure main-aisle or other prime positions in the supermarket. For example, it may put free items (such as glasses, barbecue spatulas, or iceboxes) into drinks packs. It also adopts philanthropic approaches, for example supporting youth centers, garbage pick-up drives, and a children's cancer hospital in Egypt. The company handed out school supplies in Palestine and gave computers to schools in Jordan; in Lebanon, it planted cedar trees. In the Gulf states, Coca-Cola supported the Disabled Children Association in Saudi Arabia and the Red Crescent Society in the UAE. CELEBRITY INPUT Coca-Cola has also broadcast advertising films with plots about Ramadan, with local personalities enjoying the starring roles. The Omani ace rally driver Hamed All-Wabaibi endorsed Coca-Cola, as did Saudi pop singer Abdul Maiced Abdullah. Coca-Cola seemed to gain advertising superiority from 2005 onwards when it nominated Nancy Ajram, as the Coca-Cola star and official celebrity sponsor and spokesperson for the region. Commenting on Nancy Aicam's fit with Coca-Cola brand values, the company's PR director said. "Nancy dicam fits perfectly well with the image and values of Coca-Cola, and we believe in local rising talents and we like to accompany them on their journey and contribute to their recognition and success. Nancy is one of the youngest Arab WMA winners and is an important icon music. She has been a rising star year on year and is loved by millions of people across the Arab world. Nancy is appreciated by a large fan base and she represents fresh, young, optimistic, happy and success- ful messages all of them Coca-Cola values." Coca-Cola launched the campaign "The Coca-Cola Side of Life" in 2006. It was a simple idea that drinking Coca-Cola makes people happy; it tastes good; and it's an invitation to live on a brighter, more positive side of life. "We live in a world where we make choices every day and The Coca-Cola Side of Life encourages people to make those choices positive ones," said the public affairs and communications manager of Coca-Cola Middle East at the time. This new campaign is different. It is fresh, vibrant, and modern. It invites people to create their own positive reality, to be spontaneous, listen to their hearts and live life in full color." The fully integrated campaign consisting of television, outdoor, print executions, viral marketing, and public relations activities was simultaneously implemented across the Middle East. Later in 2007, Nancy released her Coca-Cola Side of Life commercial featuring a new single, El Densa Helwa (Life is Beautiful). of this generation's Arabic This, Nancy's seventh commercial, was considered one of her most successful, representing her style and Coca-Cola's with colors, happiness, and music; it led her to release a live album featuring the single. In February and March 2008, Nancy released three Coca- Cola commercials that featured a brand new hit from her long-awaited album. Coca-Cola also launched the "Open Happiness" campaign in the Arab world in 2009. Building on the award- winning "Coke Side of Life" campaign, "Open Happiness" was the new plat-form all integrated marketing for brand Coca-Cola. Including new points of sale (POS), promotions, outdoor and print advertising, digital and music components, the campaign invited people to welcome small moments of joy and happiness into their lives. This was a global campaign but translated locally and adapted to fit with local values. Music played a central role in the new campaign, with a new track, 'Eftab Tefrah' by Nancy Airam gaining large popularity among the youth population. In 2010, Coca-Cola sponsored the 2010 FIFA World CupTM Coca-Cola Middle East created a suitable soundtrack for the global marketing campaign by recording a collaboration between African hip-hop artist K'naan and superstar Nancy Airam. The song "Waxin' Flag-Coca-Cola Celebration Mix,' was released in many countries and formed a centerpiece for the campaign. It was used on all TV commercials during the FIFA World CupTM Trophy Tour, and on the online digital platform. Murat Ozgel, marketing director, Coca-Cola Middle East, said: "The Coca-Cola football campaign is one of the biggest that has ever been put together, and the theme song is a major tool that will bring out the celebration in the hearts of all the fans. We are proud to have Nancy Airam on board, she is unique not only in her music but also as a person, and we are confident that her representation of the song will capture everyone's hearts." "It is a privilege to be involved in the Coca-Cola World Cup Anthem, a song that is sure to bring happiness to so many people," commented Nancy Ajram. "There is no other time during the year when the entire world will celebrate the same thing at the same time. This song is full of happiness and feelings of unity and celebra- tion, and we hope it will touch the hearts of every person experiencing the 2010 World Cup." A global television audience of more than 700 million was estimated to have watched the FIFA World Cup final. As a further feature of the campaign, Coca-Cola launched its 2010 FIFA World Cup promotion using beverage cans with laser- etched tabs. The promotion was used on Coke and Fanta brands in countries including Yemen, Iraq, Jordan, the UAE, and Saudi Arabia. Once the can was opened, certain consumers had a chance to win a range of football- related prizes. The promotion started a month before the World Cup and ran throughout the event. Despite Coca-Cola's all-out effort to dislodge Pepsi from the number one position in the CSD market, Pepsi is defending its market leadership position in the Arab world, fighting to retain, rather than gain, market share. Coca-Cola in the Arab world, on the other hand, is the underdog with momentum who seems to be enjoying the fight