Coca-Cola in Cannes

There are very few business that have actually produced or experienced the high volume of artistic and impressive advertising projects as The Coca-Cola Company, but it has actually been its artistic renewal in current times that has seen the beverage giant regain its advertising mojo.

The statement that Coke was to take the Cannes Lion Creative Marketer of the Year honor home to Atlanta was barely as a surprise, much more so if you make the effort to mirror on just the number of projects the drink business have produced for many years.

Coke gained its first Cannes Lion back in 1967 and has gathered over 100 Lions across different marketing and communication catergoies, including a Design Grand Prix in 2008 for the US entry Coca-Cola Identity and, most just recently, the 2012 Outdoor Grand Prix gain for China for Coke Hands.

Considering that the manufacture of the now popular contour container in 1916, Coca-Cola has continually maintained a sturdy brand name identity and kept its focus heavily routed to layout. The Company’s advertising and marketing, always an essential and stimulating part of its company, really took off in the 1970s with the brand’s legendary 1971 Hilltop commercial– where a team of youths from throughout the globe collected on a hilltop in Italy to perform ‘I ‘d Like to Buy the World a Coke.’.
The 1990s were a time of continued development for The Coca-Cola Company, mirrored in the fortifying of the brand by associating with larger audiences via its on-going help of the Olympic Games and FIFA World Cup.

The industry acknowledged the renewal of Coke’s imaginative mojo in 2007 with the launch of ‘The Coke Side of Life’ and renowned movies like Happiness Factory and Videogame, which marked the brand name’s return to informing huge tales in a fresh, shocking method. Energy remained to install 2008 when the Coca-Cola Visual Identity System (VIS) won the initial Design Grand Prix at Cannes, and the Company surprised courts yet again in 2011 with small viral movies like Friendship Machine.
At the time of the orginal Cannes Lion statement in November in 2012, chief exec of Cannes Lions, Philip Thomas stated, “The Coca-Cola Company’s restless pursuit of artistic breakthrough in the advertising and marketing of its brands across a number of systems in several various regions has been recognized at Cannes for long times.”.
Exec vice president and chief advertising and commercial policeman of The Coca-Cola Company, Joe Tripodi, claimed at the time, “Creativity has actually been and constantly will certainly be at the heart of our brand names. It fuels our company– with customers, consumers, supporters, firms and partners throughout the world. We are recognized by this acknowledgment and grateful to our companies and partners that encourage and make us much better.”

The industry acknowledged the renewal of Coke’s innovative mojo in 2007 with the launch of ‘The Coke Side of Life’ and famous films like Happiness Factory and Videogame, which marked the brand’s return to telling large tales in a fresh, shocking method. Energy remained to construct in 2008 when the Coca-Cola Visual Identity System (VIS) succeeded the very first Design Grand Prix at Cannes, and the Company shocked courts yet once more in 2011 with small-scale viral movies like Friendship Machine.

Marketing Magazine,

July 16, 2013

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