MCM 454: Case Studies in AdvertisingCoca Cola Advertising Campaign in the UAE

Outline

1. Brief Recap

2. The Brand

3. Coca Cola in Germany

4. Localizing Coca Cola in the UAE

• UAE psychographics related to Hofstede’s cultural dimensions

• Problem

• Communication Objective

• Target Audience

• The Big idea

When did It all start?• Sold in more than 200 countries Worldwide.

• Established in 1886.

• John Pemberton

• Asa Griggs Candler

Coca Cola as a Brand1. Brand Identity

a. Coca Cola became legendary

b. People associate Coca Cola with feelings of …

2. Brand Personality

a. Trust-worthy Brand

b. Build a long-lasting relationship with its customers

3. Brand Promise

a. Exceed customers’ expectations

German’s psychographics1. Low PDI

2. Future Orientation

3. Individualism

4. High Uncertainty Avoidance

Germany’s Coca Cola Campaign

The Campaign’s Feedback1. The Campaign’s survey concluded

• That almost half of Coca-Cola drinks are served with food, in Germany.

• 40% of these drinks are consumed in German houses.

• 95% of German families want to spend more time together

• More than two-thirds want to eat at home together more often but only half of the

German people do so.

2. YouTube Viewers’

• 14,474 viewers’

UAE psychographics1. High PDI

2. Collectivism

3. High Masculinity

4. High Uncertainty Avoidance

5. Past and Present Orientations

Problem

Coca Cola is not enforcing itself to local cultures, further adapting to their local

customs; wherein it travels across the globe carrying a single message.

Communication Objective

Go Global … Think Local

Strengths Weaknesses Threats Opportunities1) Popularity

2) Well-known

3) Branding obvious

and easily

recognized

4) A lot of finance

5) Customer loyalty

6) International

trade

1) Word of mouth

2) Lack of

popularity of

many Coca Cola’s

brands

3) Most unknown

and rarely seen

4) Result of low

profile or non-

existent

advertising

5) Health issues

1) Changing health

consciousness

attitudes

2) Legal issues

3) Health ministers

4) Competition (Pepsi)

1) Many successful

brands to pursue

2) Advertise its less

popular products

3) Buy out competition

4) More brand

recognition

S.W.O.T. Analysis

Target Audience

Mass customizationCosmopolitan

The Big Idea

• Collectivistic values• togetherness• happiness• Group interactivity

The Big Idea• Time: Ramadan 2010

• Place: We intend to launch our campaign

o Print Media: Advertisement

o In Broadcast Media: TV commercial

Why did we execute TWO ads ?

Corporate Name Logo

English Slogan

Arabic Slogan

Coca ColaCoca Cola

sets the table

كوال كوكاتجمعكم

Bon Appétit …