OUGD501 // Theory to Practice // Concept Statement

Title of Publication: Coca-Cola Case Study

I intend to communicate the relationship between:
- how advertising can differ between products that are the same
- what advertising and branding can do for a company when done right
- a guide to advertising
- case study of good advertisements
- how people interact / respond to advertising.

I intend to inform:
A informative guide to advertising and branding using coca cola as the basis to create a case study on creating a successful worldwide company.

A group of:
Advertising student / designers aged 20-40.

That:
Advertising and branding is a key element of any company and if you do it right you can make a brand a worldwide success.

In order to achieve this i will produce:
A publication that is in the format of a case study. I have chosen Coca-Cola as the subject to base the case study on because they are such a well known brand. The case study will break down Coca-Cola as company and show what they have done as a company to produce this well known brand.
By showing the ins and out of Coca-Cola the information displayed in the publication will inform the reader what coca-cola have done and the idea behind it all. This is intended to be guide or something someone can get ideas to create their own brand and advertising campaign.

OUGD501 // Theory to Practice // Editorial Design Inspiration

Designing the layout of the publication is going to be the main thing to get right to ensure that the information is communicated effectively. As a lot of the information is images about the advertising campaigns, it is predominately going be layouts of pages with images as content, but there is going to body copy amongst these too. 

From looking through lots of editorial designs, i am going to use them to get inspiration, to create a good variety of page layouts that i can use throughout the publication. Once i have got this sorted and designed, then i can easily drop the content onto these pages.

OUGD501 // Theory to Practice // Publication Design

Now i have all the information to present within the case study, i have started to think about the actual publication and how the design of this is going to work. I want to produce something that is not the normal case study style, i would normally assume this to be a sort of collection of photocopied sheets with lots of bits of information gathered together. But i dont want to do this, as Coca Cola is a big brand and there is a strong aesthetic to the brand, i want to produce a well designed publication, something that is high quality and gives good information about the brand. A publication that looks like a limited edition run. As i will only be creating one of these publication, i think i can go all out with the design and how its bound etc.
Along with the publication there is going to be a disc, this is going to hold the tv advertisements, i was going to produce a second publication that is the same as the printed one but with the videos embedded, but i think this will be a bit of a waste, because the user would read the printed publication and then wouldnt want to read it all again, so i think i will create a reference style book with videos embedded, so you can use the two elements together and refer to the videos when you are reading the printed copy.

For the publication, i have a few different thoughts on how it could be produced.

These first images are a collection of different styles of publication that i think would work well to present this information. The top three images are the ones which i think will work the best, there are elements off these which i like and think should be included within my publication. 

On the first image, i love the binding technique, i think this is unique and something i havent seen before, but i think i could replicate it, with this publication i also like the green cover over the top of the front cover, this would also be good to include within my publication. 

The second image, i like the binding screws used and the hard front cover. I have used grey board before for a front cover and it works really good as a protective cover, but for this project i dont think i want to use it as its not the professional look and i dont think it fits in coca cola that well. The binding screws could be used well though. 

The third image, goes back to the case style a bit - with the binding used i would associate this with case studies or office work papers, which is the sort of style i would think a case study would take on. I could use that binding technique but modernise the design of the publication to work in my favour. 

After thinking about the publication more and what i want to produce for it, i have decided that i like the style of the first image. I want to use that binding stitch and look more at the second loose cover. I think this will be a good aesthetic for the publication and give it the look i want it to have. 

So looking into the idea of having a second loose cover on the publication. All of them have been stitched into the publication. 

This works well with the size and position of it, using the full bleed image behind it makes them both work well together. 

The vibrant colour of this really makes the publication stand out, the majority of the information is displayed on this section, leaving the cover below to have a full bleed design on. 

Using the second cover to interact with the main cover below by cutting out the lettering to show through the design below. I also like the placing of the type on the cover below this gives the publication an informative style and could work with my publication. 

Again the bright cover stand out and makes the publication vibrant. I like the large type beneath with the majority of the information being on the loose cover. 

The bottom publication i really like, this doesnt actually have a second cover but is designed to look like it. I like the title of the publication being this pt size and that it stretches around the full publication, linking the front and back cover together. 

This publication uses different sizes for the overleaf cover. On the front it is a larger size to hold the publication title and logo, whilst the back is much smaller because it only holds a small amount of information. I like this though and think it works well for the publication. If there was a design on the back it smaller cover would be of good use - maybe i could use this if i was to attach the cd to the back cover and that part of the cover could explain what it was. 

All these designs have given me ideas, but i think i want the loose cover to be larger than ones shown here, being the same width as the publication, but not as tall. I want the design on the cover below to be hidden by the loose cover, so when you lift it up it interacts with the publication and gives more details about what the publication is. I think i will use the layout of the publication which has the information laid out like a informative publication along the sides. 

The second element for this project is to include the CD with the TV ads, for this i need to think of a way to present the publication and cd together. I was initially thinking about having them together and some how attaching the CD to the publication but making it able to be lifted off, but i dont think that will work. Instead i have looked at some creative ways to package a CD. 

I really like this idea for the packaging, i think its fun and presents the CD in a good way, im not sure this will fit in with the design of my publication though.

This second design is the way i want to go. I love the way it is packaged and think this would fit in with  design of the publication really well. I just need to think how to recreate the way the CD fits in and his held in place. To make it look consistent with the design of the publication i think i may add a cover like the loose one on this too, maybe stitching it to the packaging or attaching some way. 

OUGD503 // Wedding Invitations // Inspiration

I have started to look at different formats and ways that i can work with this wedding invitation idea. I am totally free with the design of the invitation, so its quite hard to think of something right from the offset.
Here i have looked through alot of different designs in order to try and give me some ideas for what i can do. 

I have seen that all the designa are different, theres not really a set style or anything because wedding invitations are personal to the couple and they normally match in with the style of the wedding.

I have seen that alot of the designs especially traditional designs use serif typefaces and other have a letterpress style to them. I would love to use letterpress within the design, but with the timescale and because i have never done it before i think that is too ambitious. But i will be able to serif fonts and work with the traditional style, maybe try and put a modern twist on it and see how that goes.

This visual research has defiantly helped me think of somewhere to start with this.  

OUGD501 // Theory to Practice // Coca Cola Ad Campaign Case Studies

On May 8th (the Founders Day), The Coca-Cola Company marked the date that Coca-Cola was first sold in Atlanta, Georgia in 1886. The company is mark its 125th year in through a series of events and celebrations at both headquarters in Atlanta and over 200 countries where it operates. Coca Cola’s celebration in Europe includes a retrospective TV ad, outdoor ads, an online Retro Poster Maker and iconic graphics on-pack. Each element of the campaign will be influenced by the brand’s rich and iconic heritage over the decades, as well as bringing to life its enduring appeal and celebrating 125 years of bringing happiness in a bottle to consumers.

The TV ad features a montage of iconic Coca-Cola ads and imagery from the past 125 years alongside the track ‘I’d Like to Teach the World to Sing’ from Coke’s famous “hilltop” campaign.

Coca Cola packs carry 125th heritage artwork and contain eight free branded fridge magnets.

Captivating outdoor advertising will continue to spread happiness throughout the UK with four creative executions highlighting the 125th anniversary heritage artwork across 96, 48, 12 and 6 sheets as well as digital sites.

A limited edition glass bottle range will also go on sale at Selfridges, including a remake of the original Hutchinsons bottle.

A “Retro Poster Maker” has been designed for Coke Zone, its online loyalty site, which allows visitors to make their own Coca-Cola poster using its advertising archive. The winning design will be displayed on the Piccadilly Sign.

Illuminating 125 years of Cola

Coca Cola is celebrating 125 years in business in style with a spectacular building illumination featuring some of the most amazing Coca-Cola moments of the past 125 years. The multimedia display features a high-resolution cinematic show reaching 26 stories high on all four sides of the Coca-Cola Tower at their headquarters in Atlanta, GA. As a way to thank fans for their support, Coca Cola is lighting up photos from Facebook, Flickr, Twitter, and more.

TV Advertisement for the campaign.

Coke Zero The Swap

Coca Cola in Spain worked with Yelmo Cines, a movie theatre in Madrid, to promote Coke Zero to customers in “El Cambiazo” (The Swap), a stunt which has won a Gold Outdoor Lion at Cannes International Advertising Festival. Consumers who asked for their regular Coca-Cola before going into the cinema were served Coca-Cola Zero, to prove to them that it tastes the same, but without sugar. The black Coca-Cola Zero cup was placed inside a larger red Coca Cola cup. Once the spectators were seated in the cinema the guy who sold them their Coca Cola appeared on the screen, explaining the trick and offering them a free Coca Cola of their choice along with a tub of popcorn for their trouble. 96% accepted this invitation and 43% chose Coca-Cola Zero.

Coca Cola Great Happyfication

Coca Cola has launched the Great Happyfication, an all-singing, all-dancing six-minute animation that distills the secrets of happiness, the latest episode in the Happiness Factory series. A longtime champion of happiness, Coca-Cola has always tried to express a refreshingly positive view of the world, bringing us, among others, “Enjoy Life” (1924), the creation of the Coca-Cola Santa Claus (1931), and more recently “Open Happiness” (2009). The Great Happyfication is set across the epic landscapes of the Happiness Factory, narrated by Pete, a wham-bam-magic-man, and Wendy, the most enthusiastic cheerleader you will ever meet, meeting a glamorous trio of penguins, kissy puppies and a mortar man along the way.

Launched at the World of Coca-Cola attraction in Atlanta in June 2011, the Great Happyfication has now premiered on the global stage on Facebook to over 34 million of Coca-Cola’s Facebook fans, and will be supported by seeding and social media.

Coca Cola Seige

Coca Cola continued the Happiness theme at the 2011 Super Bowl with “Siege”, an animated commercial set in a mythical world. An army of invading ogres is set to storm a castle, bringing out their fire-breathing dragon to destroy their enemies’ defences. What they don’t count on is the Ice Dragon, Coca Cola and fireworks. Sometimes a little happiness is the most effective weapon.

Coca Cola Happiness Truck

Coca Cola has taken the Happiness Machine campaign to new levels with appearances of the Happiness Truck around the world. Over 25 videos around the world took inspiration from the original Happiness Machine, each with the question, “Where will happiness strike next?”. Now we have a Coca Cola delivery truck converted into a happiness machine on wheels delivering “doses” of happiness in the streets of Rio De Janeiro, Brazil, and Marikina City, in The Philippines. See the Where Will Happiness Strike Next site and Facebook hub to follow the truck’s progress.

Coca Cola Happiness Machine

Coca Cola recently took the “Happiness Factory” concept out of the television and into the common room of a New York City university. A specially rigged Coca Cola vending machine was set up overnight in Marilac Hall at St John’s University in Queens, with five hidden cameras ready to catch the action. Next day students were surprised to find that the machine was prepared to break the users pays rule, handing out (literally in some cases) pizza, flowers, extra Coke, balloon animals and a a six-foot sub. The edited video has just gone over 900,000 views since its launch on January 12, 2010.

Students laugh and jump, pass the Cokes and gifts around, and even thank Coke as they hug the vending machine. But the footage is “all real students and real reactions,” according to Christy Amador, digital marketing manager, Coca-Cola global interactive marketing. The video ends with the question, “Where will happiness strike next?” and a message encouraging viewers to “Share the happiness, share the video.”

Coca Cola Happiness Factory

Coca Cola has launched an animated television commercial demonstrating the joys of life behind the scenes in a Coke vending machine. A bearded man pushes a Euro into a coke vending machine. On the inside, the coin rolls down a chute and onto the steep side of a hill. In a scene reminiscent of Robots, the coin is plunged into a waterfall while an empty bottle is carried by flying creatures with rotating blades. The bottle is filled by a tube suspended from a hole in the sky. Fluffy creatures bounce to the filled bottle and kiss it with affection. A lid is catapulted onto the bottle. Next scene is a wintry landscape, complete with snowmen and icicles. The bottle is cooled rapidly and dropped through a hole in the ice. Finally the bottle makes its way through a hero’s parade and rolled out into the vending machine chute. The young man removes the bottle, takes a swig, looks back in wonder before walking off into the traffic. The super: “The Coke side of life”.

Share a Coke and a Song

Coca Cola has launched “Share a COKE and a Song”, an advertising campaign partnering with Universal Music and Spotify to encourage Australians to relive special moments in their lives and reconnect with friends and family by sharing a COKE and a song. Since 17th September, selected COKE, diet COKE and COKE ZERO packs have hit shelves around Australia, featuring a year from the introduction of COKE in Australia in 1938 to the present day. Consumers are invited to share a COKE and one of 50 popular songs from that year via Facebook, Twitter or email, unlocked by scanning the QR code or visiting the URL on the COKE pack.

COCA-COLA is sponsoring X-Factor with television commercials and various in-program elements, while branded content will be integrated into Channel V, Max and MTV programming.

Three out-of-home billboards, each featuring the line of a song and a bottle of COKE with the year the song was released and the tagline ‘Share a COKE and a song from…’, bring to life memorable moments that could be marked by music: a music festival ‘I gotta feeling’; a pool party ‘The heat is on’ and a first kiss ‘How sweet it is’

A television commercial follows a young girl at a music festival as she is lifted above the crowd to view the stage, experiencing a memorable moment that she will forever connect to the song being played. Click on the image below to play the Share a Song commercial in YouTube (HD)

Coke Side of Life

Advertising Agency: Publicis Mojo, Auckland

Creative Director: Nick Worthington

Copywriter: Guy Denniston

Art Director: Emmanuel Bougnerers

Year: 2007

Coca Cola Coming Together

Coca-Cola has launched “Coming Together”, an integrated advertising campaign in the USA extending the “Live Positively” project, focusing on the company’s efforts to tackle the issue of obesity. A two minute commercial, “Coming Together”, outlines the company’s attempts to reduce the calories consumed by users of Coca Cola products, in collaboration with schools and other organisations. The ad points out that of 650 products on the market 180 are low and no calories choices. The average calories per serving has been reduced by 22 percent. Beverage calories consumed in schools has been reduced by 90 percent. The campaign is online at livepositively.com/comingtogether, with further information on innovation, education and action.

Coca Cola Open Happiness

Open Happiness is a global marketing campaign for The Coca-Cola Company that was rolled out worldwide in the first half of 2009, following the company's "Coke Side of Life" advertising campaign. It was developed by the Wieden + Kennedy creative agency.

The campaign was launched on the reality television series American Idol on January 21, 2009, and rolled out to other national markets over the following weeks. In the United States, commercials following the Open Happiness theme appeared during NBC's broadcast of Super Bowl XLIII on February 1, 2009, and during ABC's broadcast of the 81st Academy Awards on February 22, 2009. Marketing for The Coca-Cola Company based on the Open Happiness theme also appeared in the United States as print ads in newspapers, in television commercials, in outdoor advertising, and in in-store advertising.

The open happiness campaign as been running since 2009, each time it is used again it has been re thought and a new concept has been developed to promote this campaign. Each time the same message and communication has been used. 

It was used to promote London 2012 - this was the open happiness campaign. 

Again these were used in 2012 as part of the open happiness campaign. This just shows that if you have a good concept for a campaign it can keep on running year after year, just with different ideas on how to communicate it. 

Coca Cola Polar Bears

In 1993, our iconic polar bears settled down in front of a film with a Coca-Cola - with a cool twist. The animated TV advert, 'Northern Lights', featured the polar bears watching the aurora borealis (their 'movie') and drinking from chilled bottles of Coca-Cola.

Our furry friends are now back again in 2013 for a series of wintry adverts featuring the iconic Coca-Cola slogan 'Open Happiness'.

2013 new updated polar bear ads. 

Coca-Cola Canada is changing the colour of its iconic red can in the “Arctic Home” campaign, raising awareness and funds for WWF efforts to protect the polar bear’s habitat. Coca-Cola will contribute $2 million to WWF over the next five years, and through the “Arctic Home” campaign, will match consumer donations made until March 15, 2012, up to $1 million USD.

Arctic Home commercial for 2013.