在“知乎”上,有这样一个提问:为何可口可乐广告语频繁变换,而很多知名品牌长期不变?
的确,可口可乐从诞生伊始,就始终伴随着突显时代特色的广告语。这些广告语不仅反映了品牌内涵,更是一个时代的象征。而你不知道的是,纵使可口可乐更换过的48次广告语,却始终遵循统一的原则:
- 短小精悍
- 因地制宜,在各个国家都能拥有接地气的翻译
- 与众不同
- 与时俱进又不失经典
- 反映品牌内涵
2016年,可口可乐推出全新营销主题“Taste the Feeling”,回归产品本身,强调“畅饮任何一款可口可乐产品所带来的简单快乐, 让那一刻变得与众不同”。
1979年,中美正式建交,可口可乐也重返中国。为了表达内心的澎湃,可口可乐广告语也变为了“Have a coke and a smile(可口可乐添欢笑)”。
1971年,可口可乐的广告《山顶篇》(Hilltop)引起了巨大的反响。在片中,来自世界各地的青少年聚集到意大利的一个山顶,用纯真的声音唱出“I’d like to buy the world a Coke(我想给世界来杯可口可乐)”,表达出可口可乐世界大同的心愿,为更多的新朋友带来欢乐。
1963年,可口可乐用“心旷神怡,万事胜意(Things Go Better with Coke)”来安抚每颗落寞的心。
1927年,可口可乐开始了第一波全球扩张,中国也名列其中。一句“任何角落,随手可得(Around the corner from everywhere)”,霸气外露的同时,也彰显了可口可乐的全球化战略。
1886年,第一瓶可口可乐问世,需要更多的人去品尝这一款新产品,“请喝可口可乐(Drink Coca-Cola)”成为可口可乐的第一句广告语,并在此后的10多年里一直是可口可乐的推广主题。
每个人的记忆中,总有那么一句可口可乐广告语,它会在你畅饮之时浮现脑中,成为选择可口可乐的坚定理由。
可口可乐历年广告语集锦:
1886: Drink
1904: Delicious and Refreshing
1905:
1906: The Great National Temperance Beverage
1907: Good to the Last Drop
1917: Three Million a Day
1922: Thirst Knows No Season
1923: Enjoy Thirst
1924: Refresh Yourself
1925: Six Million a Day
1926: It Had to Be Good to Get Where It Is
1927: Pure as Sunlight; Around the Corner from Everywhere
1929: The Pause that Refreshes
1932: Ice Cold Sunshine
1938: The Best Friend Thirst Ever Had; Thirst Asks Nothing More
1939: Whoever You Are, Whatever You Do, Wherever You May Be, When You Think of Refreshment Think of Ice Cold
1942: The Only Thing Like
1948: Where There’s Coke There’s Hospitality
1949: Along the Highway to Anywhere
1952: What You Want is a Coke
1956:
1957: Sign of Good Taste
1958: The Cold, Crisp Taste of Coke
1959: Be Really Refreshed
1963: Things Go Better With Coke
1969: It’s the Real Thing
1971: I’d Like to Buy the World a Coke – part of the “It’s the Real Thing”
1975: Look Up America
1976: Coke Adds Life
1979: Have a Coke and a Smile
1982: Coke Is It!
1985: We’ve Got a Taste for You (Coca-Cola &
1986: Red, White & You (Coca-Cola classic)
1986: Catch the Wave (Coca-Cola)
1987: When
1988: You Can’t Beat the Feeling
1989: Official Soft Drink of Summer
1990: You Can’t Beat the Real Thing
1993: Always
2000:
2001: Life Tastes Good
2003:
2005: Make It Real
2006: The Coke Side of Life
2009: Open Happiness
2016: Taste the Feeling
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