领域：垂类场景 · 广告营销

The Secret to Coca-Cola’s Global Marketing Power: Crisp Creativity

As every marketer knows, it’s difficult to keep consumers interested when preferences, attitudes and expectations are always changing. Now imagine juggling all that for over 100 years.
That’s exactly what the Coca-Cola Company has been doing since its start all the way back in 1886. At the time, its bubbly beverage was just five cents a glass and its slogan was “Drink Coca-Cola.” 
Nothing wrong with keeping it simple, right?
Maybe not — but the creativity cup wasn’t empty. As business boomed, so did the Coca-Cola slogans, showing off marketing strategies built to sell the mouthwatering customer experience. Here are just a few examples:
- 1905: “Coca-Cola Revives and Sustains”
- 1922: “Thirst Knows No Season”
- 1927: “Pure as Sunlight” and “Around the Corner from Everywhere”
- 1939: “Whoever You Are, Whatever You Do, Wherever You May Be, When You Think of Refreshment Think of Ice Cold Coca‑Cola”
- 1952: “What You Want is a Coke”
- 1979: “Have a Coke and a Smile”
- 1989: “Official Soft Drink of Summer”
- 2009: “Open Happiness”
- 2016: “Taste the Feeling”

See how those slogans change over time? They’re shifting to align with an ever-changing consumer preference — and yet, they’re always positioning the Coca-Cola Company as sunny, cheerful, warm and energetic. A consistent image builds brand identity, but if you want brand loyalty, you need consumers to trust that you’ll stick to your values as the years go by.
And that, dear marketers, is where our story really begins. Because the secret to Coca-Cola’s marketing strategy has never been just one catchy phrase or product strategy; instead, it’s about finding crisp, refreshing ways to tell a decades-old story.
So, how have they managed it?

A Taste of Success: 4 Famous Coca-Cola Marketing Campaigns
As it turns out, my little snow globe was only one marketing channel for the unstoppable Coca-Cola brand. Its campaigns have taken tons of incredible forms throughout the years, including these four favorites:
1. The Coca-Cola Santas
Although Santa Claus has been enjoying the crisp taste of Coca-Cola in holiday ads since the 1920s, he didn’t get his iconic look until 1931. It was all thanks to illustrator Haddon Sundblom, who took inspiration from “‘Twas the Night Before Christmas” to create a warm, friendly character.
Warm and friendly. Sounds a lot like what Coca-Cola was doing with its slogans, right?
Unsurprisingly, it worked. The world fell in love with this iteration of Saint Nick, and Coca-Cola put that “nose like a cherry” on billboards, store displays, calendars and more. 
2. Bonus: The Bears
While they might have crossed paths when grabbing a Coke, the iconic polar bears of snow globe fame weren’t actually part of the Santa Claus campaigns. They debuted in 1993 as part of a new technical approach in Coca-Cola’s marketing — including computer animation. The bears were called “fun” and “playful,” representing yet another new interpretation of familiar values.
3. A Brilliant Bottle
I know — bottle design isn’t really digital marketing or content marketing. But stay with me on this one.
In 1912, the Coca-Cola Company realized it didn’t have a significant way to protect its brand identity. It needed packaging it could patent. So, the company asked glass companies to develop a “bottle so distinct that you would recognize it by feel in the dark or lying broken on the ground.” 
Why? Lead Coca-Cola attorney Harold Hirsch said it best: “We are not building Coca‑Cola alone for today. We are building Coca‑Cola forever.”
See what I mean about brand positioning and consistency?
By 1915, the company had secured its bottle and its patent. Now, the bottle is part of Coca-Cola’s marketing campaigns, held by Santas and polar bears alike — and it’s a reminder that marketing is about more than words on a screen.
4. Sharing Your Soft Drink
I have mixed feelings about the “Share a Coke” campaign, I really do.
And that’s not because it’s anything short of brilliant. It is. I’ll just never be over the fact that I couldn’t find my name on one of those iconic bottles. 
A moment of silence for the Ashlees of the world.
The folks behind the campaign said they built it to talk to the Coca-Cola target audience (minus me) “at eye level,” which is an interesting perspective on matching your marketing tone to your consumers’ expectations. In this case, it was all about a friendly, informal, social approach — one that stuck to the brand’s values and encouraged people to buy and share their favorite soft drink at the same time.
“I’d Like to Buy the World a Coke”
When creative director Bill Backer found himself suffering through a flight delay with his fellow grounded passengers, he realized the once-furious folks were now laughing at their woes over a Coke. He told the rest of his team he’d like to do the same thing for the whole world — but they protested, wondering if it would make more sense to buy the world homes instead.
So they did both.
The “I’d Like to Buy the World a Coke” campaign started as a commercial celebrating the desire to help one another. It turned into a song that helped do that very thing, with the Coca-Cola Company donating $80,000 in royalties to UNICEF.
Years later, Google got into the marketing mix with “Project Re:Brief” — a modernization of the original campaign. This time, people could purchase Coca-Cola products on their smartphones, record messages and send them to strangers all over the world through innovative vending machines.
In many ways, this is a culmination of everything we’ve seen from Coca-Cola. It was the familiar story of warmth and friendliness told in new ways — but it took those values to the next level by turning them into a tangible, interactive customer experience.

Take Inspiration From the Coca-Cola Playbook
Even if you’re more of a Pepsi person, there’s always something to learn from the Coca-Cola brand. From its humble five-cent beginnings to campaigns that change lives (and my own holiday traditions), this company isn’t just in your glass anymore; it’s a major force in the marketing world — and it has a lot to say.
If you’re looking for ways to evolve with changing market dynamics, talk to a shifting consumer base and still maintain the spark that makes your company unique, it might be time to grab a Coke.

翻译考点：
考点1：“Crisp Creativity”应译为“鲜活爽脆的创意/让创意保持鲜活”。
考点2：”the creativity cup wasn’t empty”采用了隐喻的手法，推荐译为“创意的源泉并未枯竭”。
考点3：”brand identity”是市场营销中的核心术语，区别于brand image（品牌形象），指品牌希望在消费者心中建立的形象和认知，应该译为“品牌识别”。
考点4：”Pepsi person”推荐译为“百事粉”。
考点5：“crossed paths”需结合语境理解，推荐译为“曾（在广告中）同框出现”。
考点6：”at eye level”应译为“以平等的姿态”。
考点7：‘’A Brilliant Bottle”应译为“ 绝妙的瓶身设计”