2. Cortlen Cloutier and Ammar Radhi Metropolitan State University COMM 301-50, Shannon Skarphol Kaml February 1, 2013

3.  Coca-Cola has been around for a very long time. Their logo is one that we can recognize instantly.  Have always been an innovator in the world of advertising.  Multi Billion dollar company

4.  Coke began as a Medicinal cure in 1886.  In 1897 it made it’s first international profit, selling fountain syrup in Canada.  The first television ad was developed in 1950 with the D’Arcy Agency.  McCann-Erickson was the company that started to do Coke’s commercials with famous commercials going back to 1971 in “Hilltop”  This commercial had an international cast that was singing ‘I’d like to teach the world to sing in perfect harmony, I’d like to buy the world a Coke and keep it company’

5.  Over the years Coca- Cola came out with many different advertisements ranging from “Northern Lights” to sporting commercials, and also having cute characters such as the polar bears.

6.  Our team chose 2 different commercials, one coming from India, and the other from South Africa.  Although the ads are different, the company masterfully maintains a balance of a universal brand message with visual messages, use of text and simple catchy music that adapt to a particular world audience.

8.  The “New India Coca-Cola Commercial December- 2011” is a fascinating ad beginning with an adult with a guitar, surrounded by young children singing a very catchy melodic song in their native language. Initially, the ad is very reminiscent of the “Hilltop” commercial. However, text appears over this happy activity as follows: “For every tank built in the world…131,000 stuffed toys are made, for every fence someone puts up…15,000,000 welcome mats are placed, while there are some ignoring the environment…30,000,000 trees are being planted every day, for every grown-up who can’t write his name…there are 15 kids who can read a fairy tale. LOVE has more hits than FEAR. While some believe we are nearing the end…there are 50,000,000 people sending New Year wishes, while some fight over petty issues…millions share a Coca-Cola every day. Believe in a happier tomorrow. Open happiness.”(New India)

9.  We feel this ad is very powerful from a political and spiritual standpoint. Clearly they are targeting the Indian audience in regards to border disputes with neighbors with the mention of tanks or world nearing the end. The diverse religious Indian population, Hindu and Buddhist in particular, hear the message of peace and love. The music and the text would most likely appeal to a young demographic audience. These are top of mind issues for India, addressed in a simplistic manner, over a beautiful visual of children singing a peaceful song.

11. Our team’s second commercial ad, “Coca Cola South Africa 2010”, is a different type of message being delivered to a soccer rich culture. Past success with the “Mean” Joe Greene commercial and its appeal to sports fans has some inspiration in this commercial. It features footage of players and fans at a match, while a catchy African melody plays with lyrics like “now wave your flag.” A voice over narrates the following, “20 years ago, an African, named Roger Miller, celebrated a goal in a way no one else ever had before, by dancing…goal celebrations changed forever, right there and then, he set everyone free…cause of that day, this man showed the whole world not just to celebrate, but how to live. Open happiness.”(South Africa) Although there is a slight political message of freedom, this ad conveys a more playful theme of competitive spirit and peace in sport. Footage of the fans and opposing team members embracing in hugs supports the company theme of happiness and how their beverage will enhance that feeling. This ad will appeal to members of all age demographics, sport crosses all age boundaries, and use of Roger Miller increases interest from an older audience.

12.  Both commercials definitely differ from one another as far as their intended audiences.  Coca-Cola Company universal campaign message of “open happiness.” This falls in line with the Coca- Cola Company mission statement on their web site, “To refresh the world…To inspire moments of optimism and happiness…to create value and to make a difference…possess a world view.”

13.  We believe Coca-Cola was successful in both ads in striking a delicate balance between a universal world marketing campaign and delivering a more targeted message that will appeal to their particular audience.