“Coca-Cola is a carbonated soft drink sold in the stores, restaurants, and vending machines of more than 200 countries.” [1] Coca Cola is one of the most known companies all over the world and it is possible to say that everyone knows Coca Cola. This company does really put a big involvement into their advertising strategies and does a very good job. For instance the famous Coca Colas Christmas Trucks or the Coca-Cola Santa Clause;
The logo of Coca – Cola rounded in red circle on the right side of a billboard is framed with words „drink Coca-Cola in bottles“. But the most dominant element after the Santa Claus is the slogan „Coke Time” pictured right above the Coca – Cola logo.
The origin of Santa Claus pictured on advertising campaigns of Coca Cola is not accidental. The company appointed Chicago illustrator Haddon Sundblom in early beginning of 1930’s to develop the image human – like Santa Claus on the basis of Coca Cola illustrated advertisements in magazines, which were very successful. Since Sundblom presented the first picture in 1931 he influenced more than the advertisement of Coca Cola. He created a new shape of Christmas and winter creature, which influenced public appearance of Santa Claus in, global. The billboard illustrated in this survey was main picture of the winter campaign in the middle of 1950’s.
But relating to more recent tactics of Coca Colas is the campaign called the Happiness Truck-
And other recent campaign is called Happiness Machine
Both of these examples are the exact samples of guerilla and viral marketing strategies. The theme is to make people happy share happiness, everyone likes gifts and it does not really matter what kind of gisfts they are but the point is clear. On the other side these campaings were probably the chepest ones but it was not such a big deal for Coca Cola. It is a new way how to approach people and it is exactly the kind of a video or advertisement them people like ane will share.
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