The Creative Strategy

Problem:
Coca Cola started receiving competition from Pepsi Cola Inc. in the 1960's and wanted to differentiate its brand in subtle ways. The slogan was "It's the real thing". This suggested that Pepsi Cola was a fake.

Target Audience & Insights:
Their target audience was no longer the wealthy but everyone. They noticed that there was a need for peace and unity within the United States and around the world.

Brand Position:
Coca Cola is the brand of America but it's also the brand of the people. The color, the taste, and the bottle are all extensions of what it means to be American.

Communication Objectives:
Coca Cola is the drink for everyone. They want the different consumer markets to have a sense of community in relation to the drink. It's a drink that completes the family. They wanted the world to have hope for the future and forget about their problems so they assembled young people from all over the world holding Coke and singing together.

Proposition and Selling Idea:
To have catchy jingles that will motivate people around the world to pick up a Coke.

Media Considerations:
There were time slots bought for television and radio. They also decided on who would be on the commercials.

Creative Directions:
They got a variety of artists from the R&B and Pop genres to come together and write a song for the commercials. The words were simple and fun.

"I'd like to buy the world a home and furnish it with love,

Grow apple trees and honey bees, and snow white turtle doves.

I'd like to teach the world to sing in perfect harmony,

I'd like buy the world a Coke and keep it company.

[Repeat the last two lines, and in the background]

It's the real thing, Coke is what the world wants today."

The commercial showed different people of a variety of ethnicity's, appearances, and occupations coming together to enjoy a Coke. Along with the jingle the visual part of the commercial made this campaign a success because normal everyday people all over the world could identify with the people in the commercial. Also various artists made radio jingles at various stations to get a wide variety of people to listen and become potential consumers.