Its campaign during World war-2, in which Coca-Cola gave away bottles of Coke for 5 cents each to every man in uniform. The strategy helped the company to reach more people world-wide as Well as connected people in time of turmoil.
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Commercials depict Coke as a universally Connecting factor amongst the people of the world. May it be the ‘hilltop’ featuring the song ‘I’d like to buy the world a Coke’ or Taste the Felling featuring ‘Avicii’
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The ‘Open Happiness’ campaign positioned Coke as a bottle full of happiness.
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The ‘Taste the Feeling’ campaign projected the experience of drinking Coke as an Euphoric ‘feeling’
4 Expressing commitment to Community and Visibility
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Wooing the music loving community with one of its kind musical collaborative series ‘Coke Studio’
4 Continuously sponsoring events like ‘American Idol’ for brand visibility.