Wednesday, June 2, 2010




The likely objective of the campaign was to bring in something new for the fast changing generation. The late 60's brought plenty of changes not only in everyday social life, but in its political aspects as well. Richard Nixon won the presidency againsts Hubert Humphrey and became the voice of the nation. He promised to restore law and order and became the real thing to the people of the U.S. similar to how Barack Obama has now. Coca-Cola knew the American people were becoming wiser in what goods they wanted to buy and things they would support, so they chose the phrase "It's The Real Thing."

Coca Cola slogans of the 1970's

1970 It’s the real thing
1971 I’d like to buy the world a Coke
1975 Look up America
1976 Coke adds life
1979 Have a Coke and a Smile

Coca Cola Target Market

The company's beverages are generally for all consumers. However, there are some brands, which target specific consumers.

For example, Coca-Cola's diet soft drinks are targeted at consumers who are older in age, between the years of 25 and 39. PowerAde sports water target those who are fit, healthy and do sport. Winnie the Pooh sipper cap Juice Drink target children between the ages 5-12.

This type of market approach refers to market segmentation.

The Coca-Cola Company when advertising, has a primary target market of those who are 13-24, and a secondary market of 10-39.