MKTG Coca Cola

How a changing demographic impacted Coca-Cola through the ages

Coca-Cola has adapted its advertising to fit in with cultural changes. For several decades, starting in the 1950s, Coca-Cola’s marketing strategies have evolved alongside popular culture and demographic developments, so much so that a new charm offensive has accompanied each phase from the company (Donovan, 2013). In the 1950s, for instance, Coca-Cola was marketed, through 30 and 60-second advertising slots laced with multiple themes and animation, as the perfect complement to a period of genuine and honest fun. Still, in the 1950s, Coca-Cola started transitioning from its label as a workplace drink to a household beverage that could go along with all indoor activities. In the 1960s and 1970s, widespread cultural shifts were incorporated into Coca-Cola’s ads, so much so that the company’s commercials reflected the bewilderment of these eras (Allen, 2015). In the 1980s, as the demand for sugar Cola was waning, Coca-Cola’s R&D division came up with a new flavor that adapted to changing preferences in a manner that was both logical and sensual(Allen, 2015).

Each step of the marketing process, based on the video, with Coca-Cola

  1. Product

Since its invention by John Pemberton, Coke was subject to packaging as a standout soft drink; a beverage unlike any other because people cannot help but fall in love with it (Donovan, 2013). It is the best product in its category (the standard for all soft drinks in the world).

  1. Price

Coca-Cola priced Coke in such a way that it could be afforded by every person around the world, regardless of status; this continues to date. In the Second World War, for instance, the price was set at $0.05 so that every American GI could buy a Coke (Allen, 2015). In Brazil, the cost of a bottle of Coke equals bus fare, making it affordable to all demographics.

  1. Place

Coke is not just enjoying market positioning as America’s favorite beverage, but as the world’s most loved soft drink as well. It is a product that all people from all backgrounds can support.

  1. Promotion

Promotion is the foundation of Coca-Cola’s success (Donovan, 2013). It is often a belief that it is possible to structure a course on American social history around Coca-Cola’s advertising since the firm’s beginnings in the late 19th century. Coca-Cola’s advertising has a degree of exoticism that makes people not only want to be refreshed by the beverage but also wants to associate with the brandand feature in itsthe ads (Allen, 2015).



Allen, F. (2015). Secret formula: The Inside Story of how Coca-Cola become the best-known

Brand in the world. New York: Open Road Media.

Donovan, T. (2013). FizzHow soda shook up the world. Chicago: Chicago Review Press.

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