IT’S ALL ABOUT PERSONALITY
IT’S ALL ABOUT PERSONALITY
Monday, 28 August 2006 00:59
When I was a child, the question “what is your favorite song?” would be met by an advertisement jingle. Naturally, I could not identify as strongly with Michael Jackson or MC hammer as I would with the blue band or sunlight jingles.
I especially loved one that came around Christmas time. There was a grandfather reading a bedtime story to a small boy and magically, outside the house, there appears a long truck, carrying loads of Coca - Cola bottles. “Hundred things are coming…hundred things are coming…” went the jingle. Coca - Cola was my Christmas companion; it brought closer the magic of Christmas.
Come to think of it, 'Coca-Cola' has always been my companion at one point or another in my life. If 'Coca-Cola' were the name of a person, how would you describe that person? How does that person make you feel? Lets take a look at how Coca-Cola’s brand personality has developed.
When Coca-Cola made its debut in late 1886 - possessing "the valuable tonic and nerve stimulant properties of the coca plant and cola nuts," Pemberton (the pharmacist who concocted Coca-Cola) advertised it not only as a "delicious, exhilarating, refreshing and invigorating" beverage but also as the ideal "temperance drink."
In the 1890s Asa Candler and Frank Robinson(Pemberton’s successors) convinced the company to tie the classic slogan "delicious and refreshing" into all future advertising..
The password for Coca-Cola's function was 'refreshing'; its 1904 slogan being 'the most refreshing drink in the world'. But the image link, which kept the brand apart from others, was its emotional appeal as the socially acceptable drink.
In 1917 Coca-Cola associated ‘coke’ with typical everyday scenes of people going about their daily business; the view to create scenes that drew people in and made them part of the pleasant interludes of everyday life". In 1929, the onset of the Great Depression ,an advertising campaign spearheaded with the slogan "The pause that refreshes" was run; a 1935 advertisement depicted a man nonchalantly smiling on his way to work; an idealised view of American life at the time. This captured the minds and hearts of consumers; offering a simple moment of uplifting refreshment. It fuelled the nation - emotionally and physically.
When the United States entered World War 2, Coca-Cola supplied free drinks to the United States Army. Emphasizing on Coca-Cola's powers as a morale booster.
In 1985, Coca-Cola changed the formula of the drink. It became New Coke. A week later, one thousand calls of outrage a day were flooding the company; a retired Air Force officer, explained in a letter to the Coca-Cola that he wanted to be cremated and interred in a Coke can, but now that this change had come about he was reconsidering.
This forced the company to bring back the original coke months later. The Coca- Cola Company received eighteen thousand calls of gratitude. One caller said they felt like a lost friend had returned home.
Coca - Cola is aware of what is relevant in the lives of its consumers such as sport, entertainment and family. Life experiences are created around these interests. Coca - Cola has been part of these experiences for many people till today.
Fred Posner of AY&R Worldwide has observed that people live in a world characterized by stress, alienation, and clutter. Noting that people cope by developing escape mechanisms and meaningful friendships, Posner suggests that brands can provide these roles by being either an "inspirational" or a "trusted" associate.
What is your brand’s personality?
