Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, Coca-Cola, Bye-Bye to Santa Claus

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Case Title:

Coca-Cola : Bye-Bye to Santa Claus?

Publication Year : 2006

Authors: Aruna.N

Industry: Beverages

Region:USA

Case Code: MKS0052B

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
This is a narrative case trying to portray the impact of Coca Cola’s popular ad on its consumers.Coca-Cola was the pioneer to introduce Santa Claus in its ads in the 1930s. Santa Claus ads, which were released in the winter months served to attract customers in the US. But in the 1990s, Coca-Cola introduced new ads that featured polar bear and in 2005, Coca-cola came out with a new ad which featured polar bear and penguin. With no Santa Claus in its ads as in the past, consumers waited for the dawn of 2006 to see Santa Claus in Coca-Cola ads.

Pedagogical Objectives:

  • To elucidate the importance of unique ads to attract customers.

Keywords : Coca-cola, Pepsi, Santa Claus, Polar bear, ads penguins, advertising, Marketing Strategies Case Study, global warming, modern image of Santa, Haddon Sundblom, affiliation, disclose

Contents:

  • Coca-Cola
  • Modern Image of Santa
  • Polar Bear ad raising Criticism
  • New Ad in 2005

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