I chose the Coca-Cola logo as my iconic image because hopefully my future career will be in Brand Management, and as one of the most widely recognized brands in the world, Coca-Cola is the epitome of an excellent marketing team. The original Coca-Cola logo written in “spencerian script” was designed by Frank Robinson in 1886, the same year the first ad was published in the Atlantic Journal. The logo was also used on oilcloth signs hung up in store awnings, and by 1904 it appeared for the first time in a magazine. What once started as a small, modest company selling an average of 9 drinks a day is now a global corporation selling an average of 1.4 billion drinks a day in over 200 countries. What drove the expansion of the company had much to do with its advertisements and brand image. The signature logo and contour bottle has made Coca-Cola a recognizable name over the past 124 years.
During World War 2, the company’s president, Woodruff offered to give any man in uniform coke for 5 cents a bottle. This campaign not only spread Coke overseas, but also created a great marketing campaign, because since then people have related the Coca-Cola company with the American spirit. On Coca-Cola’s website they explain this effect: “Post-war America was alive with optimism and prosperity. Coca-Cola was part of a fun, carefree American lifestyle, and the imagery of its advertising -- happy couples at the drive-in, carefree moms driving big yellow convertibles -- reflected the spirit of the times.”
Throughout history the Coca-Cola label has been associated with fun, happiness, and good times. In 1985 the mistake was made to change the Coca-Cola flavor along with the design and logo and renamed it “New Coke.” This created a huge demand to “bring back the original” which the company brought back as “Coca-Cola Classic.” This goes to show, that ‘when it ain’t broke don’t fix it!’
The classic “spencerain script” is an iconic image because it is such a recognizable logo that can be seen all over, from little league fields to the Olympic Games. In fact the Coca-Cola logo is probably used in every advertising medium imaginable. I think Coke utilizes new media with brand placement in movies and TV shows as well as online sponsorships. But as always as a company the largest way Coke promotes their products is through sponsorships and community based programs.
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