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coca cola‘s adsthe strategy of coca cola‘s adsBefore the speech， I want to invite a person to you. (picture) Do you know what is it? (Santa Claus) and when you think about the Santa Claus , what kind of image come to your mind?(pictures) but do you know that one hundred years ago, the Santa Claus was totally different from the one that you always see today. (picture) as you can see, he was still a thin and serious guy in green 100 years ago. What gives him such a big change? it wasn’t change by the culture the government or the crazy artist, it was changed by coca cola and his fantastic advertisement.All the strategy of its advertisement can summed as three P. Pervasiveness, Preference and Price to Value.• Pervasiveness：that means coca cola must can be bought easily every time and everywhere. “Everywhere” not just means every supermarket or every stores. It really means wherever you go you can get it; wherever you need it, you can get it.When you are playing computer games in a net bar you can find coca cola is on the shelf. When you are at the gas station and feeling empty in your mouth, you’ll find coca cola in the station. When you are in a small town and want to buy sth. to drink. You went into a small store nearby, but suddenly found that the names of the drinks on the shelf were so weird that you have hardly seen them and of course , you’ll wonder whether it’s safe to drink them. But finally, you’ll find a familiar name, coca cola.The coca cola is so reliable that even more reliable than your girl friend. You needn’t afraid of losing it when you are in need. What will you think when you facing such a product? Will you give your heart to it?•Preference: that means if you want to drink, coca cola may be your first choice.To a achieve this goal, it is obvious that it must be delicious and unique. You can all finger it out. But what makes it stand out from other brands is their advertisement. They show their attitude to the society in the advertisement and it’s wins people’s heart. Now let me show you a piece of their advertisement.This kind of advertisement not only helped people which is ignored by the society, but also leave a good impression to the society. It was this impression that makes coca cola popular and acceptable.•the last but the most important one, Price to Value: what will you lose when you buy something to drink? Money, of course. You all care about money you have, don’t you? So, when you buy something, you must make sure that the thing is worth the cost. That’s the thought all the companies use to making ads. Coca cola is cheap and unique. People can achieve the coolest feeling when drinking this drink. but not only the cool feeling.their advertisement on the Valentine’s Day helped people gain love and bonds. The coca cola build a special machine for Valentine’s Da y. when people come to this machine alone, nothing happened. But when a couple passed by, it will bring them a magic immediately.Not just love, family love , friendship, energy and so on. The ads shows a wide field that you can gain from buying coca cola. （情人节广告）Every company knows these rules but no one can do it as well as coca cola. The coca cola knows what the consumers need is, and they have creativity which can touch people’s hearts.The coca cola’s advertisement has already been an unique part of the company. Just like the words of Coca Cola Co's former boss Woodruff: "99.61% of the contains in Coca-Cola is carbonate, water and sugar syrup. Without advertising, then who will drink it?"。
