Coca-Cola Communication Strategy

The Coca-Cola Company is a soft drink beverage American multinational corporation. John Stith Pemberton founded the soft drink beverage company in 1886. Today, we’ll discuss Coca-Cola communication strategy, or Coca-Cola marketing communication strategy; and the elements involved in the integrated marketing communication strategy of Coca-Cola; advertising, direct marketing, digital marketing, personal selling, public relations, and sales promotions; as brand communication strategy examples or communication branding strategy.

Products and services of Coca-Cola

Sprite
Glaceau Smartwater
Dasani
Beverages
Glaceau Vitamin Water
Coke Zero
Suge
Ciel
Golden Peak Tea
Coca-cola
Zico
Diet Coke
Fair Life
Mellow Yellow
Georgia
Honest Tea
Odwalla
Fanta
Minute Maid
Powerade
Del Valle

Subsidiaries of Coca-Cola

Limca
Thumbs Up
Refreshment Products Finland Oy
Coca-Cola AG, Deutschland
Embotelladora Andina
Coca-Cola Bottling Shqipëria
Diamond Beverages Pvt. Ltd
International Beverages Pvt. Ltd

Coca-Cola statistical facts and figures

Annual revenue – 45.8 billion USD (2023)
Net income – 10.7 billion USD (2023)
Employees – 79,100 (2023)
Asset net worth – 97.7 billion USD (2023)

Top competitors of Coca-Cola

Nestle
Gatorade
Mountain Dew
Pepsi
Parle
Dr. Pepper Snapple
Redbull

Coca-Cola communication strategy would analyze elements like direct marketing, advertising, digital marketing, sales promotion, PR public relations, and personal selling as brand communication strategy examples. Here’s the integration communication strategy of Coca-Cola as follows;

Chanel Communication Strategy

Let’s discuss the main elements of Coca-Cola communication strategy or integration marketing communication strategy of Coca-Cola as brand communication strategy examples; they’re as follows;

Advertising Strategy of Coca-Cola

I-Localization & Local Ads

There is no doubt Coca-Cola is a global multinational and operates its business worldwide. However, the soft drink brand is aware of the significance of running local advertisement campaigns. However, it means that the company adjusts its advertisement campaign messages relevant to the specific local and regional target audience. Including cultural nuances and employing local celebrities help the company to emotionally connect with the audience at a personal level.

Some of the main advertisement campaigns of Coca-Cola are as follows;

“Drinking Coca-Cola is part of a lifestyle”
“Drinking Coca-Cola is stylish”
“Drinking Coca-Cola helps to best satisfy the thirst”

II-Storytelling Ads

Coca-Cola is very famous for running creative storytelling advertisement campaigns. Interesting stories attract the attention of customers and help the company emotionally connect with the audience. For instance, “Share a Coke” is a very good personalized advertisement campaign; the company requested users to share a Coke with their friends and close ones; share it on social media, and become part of the lucky draw.

III-Emotional Element

The key element of Coca-Cola’s advertisement campaign is the emotional appeal. The soft drink company has created a positive brand image attached to celebration, togetherness, joy, and happiness. For instance, the holiday theme advertisement of Coca-Cola’s “holidays are coming” jingle creates the emotions of warmth and nostalgia.

Direct Marketing Strategy of Coca-Cola

I-Integrated Media Channels

Coca-Cola employs multiple media channels for running marketing and promotional campaigns; they could be personal or non-personal. Personal media channels comprise directly communicating with the target customer market face-to-face. Non-personal media channels consist of both online and offline media and they’re as follows;

Social Media
Magazines
Radio
Leaflets
Billboards
PR activities
Posters
Emails
Webpages
Newspapers
Promotion Campaigns
Events
Television

II-Sponsorships

Coca-Cola sponsors various mega sporting events and cultural events and develops a connection between the event and the soft drink brand. It allows the company to give brand exposure and amplify the company’s reach to the mass audience. Some of the main events that the company has sponsored over the years are as follows;

Music festivals
FIFA Work Cup
Olympic Games
Celebrating cultural icons
Sports teams
Mega events

III-Diverse Portfolio

Coca-Cola offers a wide range of soft drinks and beverages ranging from clean water to multiple types of juices, teas, and flavored drinks. The company invests a significant amount of capital resources in research and development to innovate new tastes and flavors; and new packaging designs. However, the objective is to create demand for the product among the targeted customers.

Digital Marketing Strategy of Coca-Cola

I-User Engagement

The social media marketing team of Coca-Cola creates and posts original content in the form of pictures, stories, and videos with right thumbnails, descriptions, captions, and hashtags. It immediately attracts the attention of targeted online users; and compels them to engage with it in the form of commenting, tagging, and sharing. User engagement on social media platforms would help the company to build a sense of community and emotionally connect with the users.

II-Influencer Marketing

In order to amplify brand reach; Coca-Cola collaborates with various social media influencers and hires them as brand ambassadors. The soft drink company makes sure that the influencers’ values streamline with the brand image. However, the collaboration strengthens the company’s brand image, credibility, and exposure; when the influencers endorse the brand among its social circle.

Sales Promotion Strategy of Coca-Cola

I-Multiple Media & Promotional Campaigns

Coca-Cola employs multiple channels like the internet, billboards, newspapers, magazines, cinema, internet, radio, posters, and others; for the promotion of the company’s beverages. In order to amplify the impact of the promotional campaign, the company employs audio-visual tools and strategies along with catchy taglines to attract the attention of customers. However, some of the popular taglines of the soft drink brand are as follows;

Taste the Feelings – 2016
Open Happiness – 2009
Life Tastes Good – 2001
You can’t beat the real thing – 1990
We’ve got a taste for you; America’s Real Choice – 1985
Coke adds life – 1976
It’s the real thing – 1969
The cold, crisp taste of coke – 1958

Public Relations Strategy of Coca-Cola

I-Corporate Social Responsibility

The PR public relations strategic approach of Coca-Cola is very clear and is to present the brand image of the company. For instance, the company has taken various steps to reduce the carbon impact by recycling the bottles, and investing it back in the back by creating employee opportunities. Some of the main causes that the soft drink brand supports and follows are as follows;

Engaging in socially and environmentally friendly practices
Promoting and advocating responsible consumption
Supporting educational projects
Actively running recycling programs

Personal Selling Strategy of Coca-Cola

Coca-Cola has established a worldwide distribution network and creates demand for its products by proactively running marketing and advertisement. The company makes sure that its products are available in every store, shop, and supermarket across the world. However, the objective is to improve the customer satisfaction level by timely giving them the product.

Conclusion: Coca-Cola Marketing Communication Strategy | Coca-Cola Integrated Marketing Communication Strategy | Brand Communication Strategy Examples

After an in-depth study of Coca-Cola communication strategy; we have realized that Coca-Cola marketing communication strategy is highly significant for its worldwide reach. If you are learning about the Coca-Cola integrated marketing communication strategy as a brand communication strategy example; then you should keep in mind the abovementioned elements; personal selling, digital marketing, direct advertisement, sales promotion, PR, and direct marketing.