When researching into fizzy drinks I found out that Coca Cola is the most popular drink in the world. Coke has been round since 1886 and has developed over time with different flavours E.g. Cherry Cola, Vanilla Coke, Coca Cola Zero etc. The Coca-Cola Company when advertising had a primary target market of those who are 13-24 years, and a secondary market of 10-39 years. I feel Coca Cola is aimed at a wide range of ages, from children, to adults to elderly people. I think this because when researching into their adverts/commercials, the age range shown in the adverts varied so there was no aimed target group, it was mostly aimed all over the market. The adverts for this drink fit the time of the year. Two adverts I found on YouTube, one was a summer commercial where it showed teenagers/young adults having fun on a summer holiday while enjoying a drink of Coca Cola. I feel the producers of this advert targeted this specific group with the summery feeling of sun, fun and drinking what all teenagers like doing. However, the Christmas advert shows a variety of ages, from young children to families (adults). This advert targets the younger group with the bright lights and the picture of Santa Claus on the truck; this will attract their attention to the drink as well as the advert.
- Summer Advert - http://www.youtube.com/watch?v=bg_zxsxyKyM
- Christmas Advert - http://www.youtube.com/watch?v=ogetBqMgau0
Their main colour is red; it is the main colour of the product but is also used throughout their adverts. For Example, in the two adverts I have looked at, what the people are wearing is red and also some of the props in the advert are red. The slogan of the product has changed over the years from “Drink Coca-Cola” to “All the world loves a Coke”. Coca-Cola’s latest slogan is “Open Happiness” and in the adverts you see the happiness of the people when drinking Coke.
“The typeface used, known as Spencerian script, was developed in the mid-19th century and was the dominant form of formal handwriting in the United States during that period. The red and white colour scheme in the Coca-Cola logo was kept simple and distinctive to lure young minds. Even the Coca-Cola bottle symbolized the ‘youthful exuberance of America’.”
Coca Cola Resources
Red Bull (Red Bull for English) is an energy drink of the eponymous Austrian beverage company Red Bull Energy Drink Bull. Red, usually just called Red Bull, is mostly water, sugar (sucrose, glucose), glucuronolactone, caffeine and taurine, as well as aspartame (in the sugar-free version) and added vitamins. Red Bull is based mainly on the popular energy drink in Thailand Krating Daeng. According to the manufacturer of the drink, it gives a stimulating effect and performance enhancing effect.
“Red Bull gives you wings” - Red Bull's slogan, "it gives you wings", is widely used in these marketing activities. Claims about the drink's effects and performance have been challenged on various occasions, people have claimed to sue the company for false advertising but it has been cleared that it’s just a way of saying it gives you the energy to complete tasks.
Most energy drinks are targeted at the same customer - young, urban males 16 to 29 years old. Typically, these males live on the edge or aspire to do so. They are interested in extreme sports and challenging recreational endeavours. To illustrate Red Bull’s association with “risk takers,” the brand is directly linked to Formula 1 racing through its ownership of Red Bull Racing (Red Bull acquired Jaguar racing from the Ford Motor Company). Red Bull also sponsors David Coulthard, one of the dominant and most popular racers on the F1 circuit.
An advertising technique they use is testimonial, as David Coulthard is one of the most popular racers of the F1 circuit who is sponsored by Red Bull.
Red Bull Resources
- http://www.yourlogoresources.com/red-bull-logo/
- http://www.youtube.com/watch?v=kuoBi0fBKDc
http://wps.prenhall.com/wps/media/objects/3357/3438371/chapter%20cases/tuckwell_case04.pdf
- Dr Pepper’s primary market is the teenage crowd and their secondary market is the 20s and 30s crowd.
- Dr Pepper is ranked number 3 among its competitors in the area of “Soft Drinks”.
- Dr Pepper has had many slogans over the years.
These two adverts for Tango and Sprite are funny which attracts the attention of the audience which then might make them interested in the drink. The advertising technique they are using is called Wit and Humor.
Sprite Advert
http://www.youtube.com/watch?v=N01H2o0n9AU&feature=autoplay&list=PL315EF5B31D64EDF8&index=9&playnext=2
Tango Advert
http://www.youtube.com/watch?v=G6lYy1GWPgo&playnext=1&list=PL315EF5B31D64EDF8
In one of Pepsi’s advert they advertised the game between Manchester United and Real Madrid, throughout the advert Pepsi is seen as a drink the players drink before the game. In this advert it is played out as a war in olden times. A few footballers are seen throughout the advert, this technique is called testimonial as its using the players face as a way of recommending this to the public. This advert is also quite humorous because of the way it is played out in olden times so another technique is Wit and Humor.
Link to Advert
