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.

Coca Cola brand logo

Brand Overview

Category

  • Food & Beverage
  • Non-Alcoholic

Business Type

Physical Products

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

Coca Cola brand hero image

Hero Content Type

Photo

Content Features People

Yes

Brand Messaging

Key Messages

Headline
Here’s to the holidays
 
Subheadline
Join Coca-Cola® for a season of joy, magic, and togetherness.
 
CTA
Unlock Holiday Magic

Benefit or Feature Focus

Benefit

Tone of Voice

Keywords
Friendly, Cheerful, Casual
 
Dimensions
Funny (+1) <> Serious
Casual (+1) <> Formal
Irreverent <> (+1) Respectful
Enthusiastic (+2) <> Matter of Fact

Aspirational

Affiliation & Belonging

Element of Value Affiliation & Belonging

Emotional

Nostalgia

Element of Value Nostalgia

Functional

Simplifies

Element of Value Simplifies

Sensory Appeal

Element of Value Sensory Appeal

Quality

Element of Value 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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