Coca Cola the Real Story Behind the Real Thing

Coca Cola the Real Story Behind the Real Thing

The Coca Cola Company is the largest beverage company in the world. Coca Cola is a 67 billion dollar company, sold in 206 different countries. It started with just one beverage but now has over 500 different brands in the company. The most recognizable flavor in the company is of course the original “Coca Cola” or “Coke”. This is a simple beverage but to the company “in order to succeed their products needed to be more than just beverages, they had to be reminders of good times and warm feelings, so each of us would buy these beverages again and again.” (Video) The company does this through incredible marketing. They need to do this because of their extreme competition, mostly with the Pepsi Company, whom, like Coca Cola, has billions of dollars and an extensive line of products that include: sodas, energy drinks, juices, and water.

According to the video half of all shoppers decisions to buy something is an impulse and made in the first 5 seconds of being in an aisle. Coca Cola has built a research lab to find out how they can make shoppers impulse buy on Coca Cola products. They use mostly memories to help consumers buy their product: like the name of a sports park, or an athlete drinking a coke after a victory.

After finding out how Coca Cola conducts marketing, I searched YouTube to see if their commercials use the same tactic. I found this video (http://www.youtube.com/watch?v=k-STkFCCrus). The commercial features two enemy soldiers guarding their borders vigorously. After a few dirty looks and grunts at each other one of the guards opens a coke, then the other becomes jealous, after seeing this the other guard offers the enemy guard a coke and extends his boarder for the other to grab the bottle. After reaching down and grabbing it the two enemy guards put their differences aside and enjoy the coke together. The final message is the coke logo and it says, “open happiness”. I think this commercial shows perfectly how Coca Cola markets their products. As a sign of happiness, they do this by showing happy memories and happy moments involving the Coke product. This is how they get so many people to buy their products. I think this is brilliant by the Coke marketing team and I think because their products are so good and so greatly marketed that they will continue to be the largest beverage company in the world for a long time.