Blog Post #2 History of Advertising 9/19/2011

Coca-Colas Correlation with Advertising History

A timeline that has affected my life and many others 

50th Anniversary Ad comparing colonial
 with modern Coke drinkers.
Taken from ReflectionOf.Me: History in Coca-Cola in ads blog

An 1800's ad for Coca-Cola
Taken from
 ReflectonOf.Me: History in Coca-Cola ads blog

                                  

The classic Polar Bear Coke Ad
Taken from ReflectionOf.Me blog

In the last two weeks of class we have been discussing advertising history and the different companies and institutions that have made advertising what it is today.  The one company that always comes into my mind when creative and historical advertising is brought up has to be Coca Cola.

Coca Cola has always caught my attention when it comes to television ads and the little commercials that play before a film at the movie theatre.  Their commercials are always very creative and get the attention of their audience for the whole fifteen or so seconds that it is shown.

The first advertisement from the Coca Cola Company was an outdoor wall painting in Georgia.  It was painted by a syrup salesman that worked for the company in 1894.  Early advertising and marketing tactics included free drink coupons and banners.  By 1895 Coca Cola was available in every U.S. state. 

A replica of a free drink coupon used by Coke.
Taken from The Digital Deli Online
http://www.digitaldeliftp.com/LookAround/advertspot_cocacola6.htm

After the Coca Cola Company’s ownership was passed a couple of times the real success of the company came when the Robert Woodruff era began.  He was Coca Colas leader for 60 years and was extremely successful in their advertising.  I was very fascinated with the way that Coca Cola advertised early on in foreign countries to earn brand loyalty.  An example from The Digital Deli Online (http://www.digitaldeliftp.com/LookAround/advertspot_cocacola.htm) is how Coca Cola sent their product with the 1928 American Olympic team when they went to Amsterdam to compete.  Very creative marketing if you ask me. 

Coca Cola’s television commercial strategies I find fascinating.  In the 1970’s Coke had a television campaign that was called “Coke Adds Life To…” It reminds me a lot of the Uneeda Biscuit advertising campaign that was in the History of Advertising documentary.  They used the phrase, “Do you know Uneeda Biscuit?”  Coke had the same idea with the “Coke Adds Life Too…” campaign.  The idea was to portray Coke as a product is exactly what a person needs to make their life easier, happier and as a specific example used in an actual Coke commercial in Italy, more romantic.  Coca Cola also has a very distinct company logo like Uneeda Biscuit that is easily recognizable. 

A 1979 "Coke Adds....Life" Commercial
Taken from YouTube

Another very recognizable television commercial that defines Coke as a company is the “Mean Joe Greene” commercial.  Joe Greene was a Pittsburgh Steelers football player that had a mean edge to him.  What makes the ad memorable is the little boy that is his co-star.  The cuteness of the young boy and the way he asks Joe Greene “Do you want my Coke?” melts my heart.  It is another commercial that executes greatly that no matter how bad your day is have a Coke and it will get better.   

The classic "Mean Joe Greene" Coke commercial 1979
Taken from YouTube

Personally when I think of Coke I think of Santa Clause and the holiday adds that bring special edition glass bottles and Christmas time.  The first time I see a Santa Clause or polar bear add from Coke I automatically associate it with Christmas.  Therefore, I am exactly the kind of consumer they want. 

The polar bear campaign titled “Always Coca-Cola,” came about in 1993.  The idea stemmed from the creators childhood dog that reminded him of a polar bear.  I believe that this television commercial campaign is the way that Coke is recognized mostly globally.  Like I said before, when I think of Coke the polar bears and Santa Clause come into mind.  I think that just about any avid Coke drinker knows those commercials very well.  Those commercials also bring warm and fuzzy feelings. 

1993 Coke Polar Bear Northern Lights Commercial
Taken from YouTube

The reason why I focused on Coca-Cola is because they are a pioneer in the development of advertising.  Today Coke is recognized around the world.  So much so that they do not have as many television ads as they have needed in the past.  Now the most I see Coke ads is before the previews of a movie start at the theatre.  Coke has successfully established brand loyalty in many consumers, myself included.  I have no doubts that Coca-Cola will still be on top when I have children.  This is why I chose to correlate advertising history with Coke.  


Websites Used:
http://www.digitaldeliftp.com/LookAround/advertspot_cocacola6.htm
http://www.notatlanta.org/na/World's_First_Coca-Cola_Outdoor_Wall_Advertisement
http://www.thecoca-colacompany.com/heritage/cokelore_polarbears.html

                 

Neutrogena and Advertising

Vanessa Hudgens 2011 Neutrogena Commercial

Old School 1995 Neutrogena Commercial

I chose to focus on Neutrogena for my first blog post.  There are many different products that are included in the Neutrogena brand such as hair products, hand soap, lotion, face wash and much more.  I have been a faithful consumer of Neutrogena face wash since I was a kid.  I thought it would be interesting to look into the company a little bit more and see how they go about advertising and keep up their appearance in a competitive cosmetic industry. 

               The two clips above were found on You Tube.  The first is a more recent commercial featuring Vanessa Hudgens.  It is only 15 seconds long but it works and covers some of the things that we have talked about in class.  The commercial is very simple and right to the point about what they are trying to sell.  Right off the bat Vanessa Hudgens brings up the question of what is wrong with “real acne cleansers.”  This way of advertising was brought up in the documentary that we watched.  This commercial makes you think that all other acne cleansers are not as good as Neutrogena because they smell different.  I am sure that other face washes don’t smell that terrible, but Neutrogena does a good job of making pink grapefruit smelling face wash sound better than the face wash that you have at the moment.  Neutrogena also used an attractive young actress to convey this information. 

               The second clip from You Tube is a Neutrogena commercial from 1995 starring Martha Quinn (she was one of the first voice jockeys on MTV when it first came out in the 1980’s.)  The commercial is 32 seconds long rather than a short 15.  What I found interesting is that after 16 years Neutrogena uses the same strategy for commercials.  They use a young woman that is popular or familiar with most people at the time and tell their audience that other face washes just don’t do the trick like Neutrogena.  Obviously this advertising tactic has been very successful since the 80’s when Neutrogena started to blossom into a bigger company.

               The name Neutrogena stems from a soap that was invented in the 1950’s.  It was one of the first soaps that rinsed off fast and easily with no soap residue.  When Neutrogena was trying to establish themselves as a real competitor in the retail and cosmetic world they used strategic ways to assure they would always be profitable.  An example of this would be in 1981 when the company started to employ salespeople to promote and pass out free samples of Neutrogena face wash and hand soap to dermatologists’ offices and luxury hotels.  This way they would be noticed by the public in a format different than the all too familiar TV and magazines.  Neutrogena also priced their products in the middle of high end cosmetics and face creams and cheaper off brand products.  In the beginning their products were exclusively sold at drugstores.  Not at grocery stores or big chain department stores like the products are now.  I think that this was a major help in getting the product popularity.  It gives the impression of a more sophisticated brand like Clinique or Lancôme but without the price tag attached to it.  Consumers also have the idea that they are classier than the person next to them that is buying a generic brand.

               The documentary that we watched in class has some good points on how advertising gives us as consumer’s false reality and makes their audience feel like they are not beautiful enough without products like, for example, what Neutrogena sells.  I feel that Neutrogena has done a good job at not objectifying women but simply putting an idea out there that says their products smell better or will make a woman feel cleaner.  And they use simplicity and creativity very wisely in the 15 second commercial that I posted.  I am a person that believes that advertising is mostly a good thing and is beneficial to consumers.  Companies like Neutrogena that defeat their challenges in advertisements tastefully and can have just as big of an impact as a company that uses risqué images or sexual innuendoes are the reason why I want to be a part of the advertising world.  

Neutrogena Information :  http://www.fundinguniverse.com/company-histories/Neutrogena-Corporation-Company-History.html , You Tube