Section 5: Part 2 A&B

Integrated Strategic Marketing Plan: Section 5

Advertising Strategy

The proposed advertising strategy for Coca-Cola revolves around the recommended slogan “Live Fast, Sip Slow”  Essentially, this relates to our target market because it hinges upon the fast pace lifestyle of our target market.  Today’s consumer values time, convenience, and availability due to the need for instant gratification, hence “Live Fast.”  In addition, we want to stay true to our roots and incorporate “Sip Slow” to make the connection between enjoying the best moments in life with a Coca-Cola product.  Together, the marriage of both statements appeals to the lifestyle of our core consumers as well as provides a relationship to our foundational marketing message.  This advertising campaign exhibits how Coca-Cola plays a role in the busy lifestyles of consumers and how it can be used as a means of relaxation and enjoyment, both key aspects of Coca-Cola’s marketing strategy.  With this slogan, print ads, social media posts, and commercials will be developed to reflect the new message of Coca-Cola and appeal to our consumer base.

Precedent Studies

Coca-Cola has a long history of marketing and advertising strategies utilized to generate interest in products and grow brand strength.  Described in the article “A History of Coca-Cola Advertising Slogans,” slogans used in advertising has been a core aspect of Coca-Cola’s marketing plan since its inception in 1886.  Characterized by short, to-the-point sayings, Coca-Cola has used slogans as simple as “Drink Coca-Cola” and “Open Happiness.”  The variation in slogans over time has been largely dependent on consumer trends and outside environmental influences.  For example, during prohibition Coca-Cola served as an alternative product to consumers starting to veer away from alcoholic beverages.  During this time period, they changed slogans almost yearly to communicate marketing messages to a wide variety of new customers.  From there on, Coca-Cola has focused on different advertising strategies based upon consumer trends including an emphasis on quality, refreshing taste, and its role in entertainment.  Despite these variations in advertising, the company has remained centered on communicating the idea that Coca-Cola is a part of life’s best moments and the role the product plays in those experiences.  While advertising themes and strategies have changed, the core message remains the same (“A History of Coca-Cola Advertising Slogans,” 2012).

References

A History of Coca-Cola Advertising Slogans. (2012, January 1). Retrieved May 02, 2017, from

http://www.coca-colacompany.com/stories/coke-lore-slogans