Coca-Cola Branding Strategy and Marketing Case Study
Analysis and examples of Coca-Cola’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Brand Overview
Category
- Food & Beverage
- Non-Alcoholic
Business Type
Physical Products
Website
Customers
Target Customer
Soft Drink (Soda) Consumers
Primary Need (Job To Be Done)
Have a classic cola soft drink that delivers a flavor I’ve enjoyed my entire life
Brand Visual Identity & Content
Primary Brand Colors
#E91720
#FFFFFF
Brand Typefaces
- Unity
Hero Content
Hero Content Type
Photo
Content Features People
Yes
Brand Messaging
Key Messages
Benefit or Feature Focus
Benefit
Tone of Voice
Brand Positioning (Elements of Value)
Aspirational
Affiliation & Belonging
Emotional
Nostalgia
Functional
Simplifies
Sensory Appeal
Quality
Brand Benefits
Benefit #1
Enjoy a soft drink that provides a predictable, classic flavor
Benefit #2
Connect with a drink that I know will be the same no matter where I am
Benefit #3
Feel a sense of nostalgia for a drink that you’ve enjoyed with friends and family your whole life
Competition
Key Competitors
Pepsi, Dr. Pepper, 7-Up, Mountain Dew, Sprite, Fanta, Schweppes, La Croix, Bubly
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