Cola gets fizz back

Alice KerryResearch Manager
May 06, 2011, 12:09 AM GMT+0

BrandIndex measures 'Buzz' and 'Recommend' show how Coca-Cola's public image has improved following launch of ad campaign for brand's 125th anniversary

To celebrate its 125th anniversary, Coca-Cola launched a global ad campaign that draws on the brand's heritage. Part of a multi-platform campaign, the TV ad was first shown in the UK on April 18 and features a montage of iconic Coca-Cola ads and imagery from the past 125 years. The ad is soundtracked with the Coca-Cola jingle 'I’d like to teach the world to sing', made famous from the 1970s 'hilltop' TV campaign. The ad ends with a voiceover of '125 years of Coca-Cola, 125 years of sharing happiness' and the slogan 'Open Happiness'.

Other platforms include an outdoor campaign featuring giant glass bottle replicas fitted with bubble machines in several busy consumer sites, a 'Retro Poster Maker' giving fans the opportunity to superimpose their image onto a retro advert and feature on the Piccadilly sign, as well as a limited edition glass bottle range and on-packaging anniversary artwork.

Coca-Cola’s Buzz scores had taken a bit of a knock in April, as news broke that the brand had ended its sponsorship with Manchester United star Wayne Rooney over fears that his lurid behaviour both on and off the pitch would taint the company’s family-friendly image. Buzz fell from 9.8 points on 6th April as the news was announced to just 1.3 points, 3 days later, on 12th April. However, the new ad has turned negative perception around, with scores increasing from -0.2 points on April 18 to 13.6 points on 2nd May.

The anniversary campaign also shows a small lift in likelihood to recommend, with the Recommend measure increasing from 13.6 points on 18th April, to reach a sugary high of 24.4 points on 24th April. It would certainly seem that the blast from the past TV ad has got people buzzing and 'sharing [their] happiness' with the drink!

Coca-Cola's Buzz scores

Coca-Cola's Recommend scores