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Case Title:

Coke's Promotional Themes: Tailored for Times

Publication Year :  2010

Authors: G.Saradhi kumar, Sumit Kumar Chaudhuri

Industry: Carbonated Beverages


Case Code: MM0039

Teaching Note: Available

Structured Assignment: Available


Throughout its history, Coke had always tried to capture the moods and aspirations of its consumers through its promotional themes and advertisement slogans. For decades, Coke's catchy punch lines had been proverbial with millions of households worldwide, especially in its home country, the USA. Through its well-researched advertisements tailored for different markets across the world, Coke had become one of the most recognisable trademarks and the most valuable brand in the world worth $70.45 billion in 2003. However, to be in tune with the changing consumer psyche, Coke started shifting from its traditional patterns to new ways of advertising.

Pedagogical Objective:

  • To discuss how Coke, through its changing promotional themes, had transformed itself into an American icon
  • To discuss Coke's initiatives to sustain its image in the new millennium as the most successful brand in the history of American business.

Keywords : Coca-Cola, Advertising, Brand promotions, Branding strategies, Promotional themes of Coca-Cola, Consumer behaviour, I'd Like to Buy the World a Coke, Marketing Strategies Case Study, Hill top commercial, Mean Joe Green,, McCann-Erickson, D'Arch Agency, Arthur Lee, Changing advertisement slogans of Coca-Cola, Promotions in the soft drinks industry


  • Changing Themes over Decades
  • New Formulae in the New Millennium

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