Q1.

What themes, emotions and sentiments are being paired with the brand in the various
advertising? What are the commonly recurrent themes?
Coke started off their advertising campaigns in the 1920s with a desire to be the drink that quenches
the thirst of people with the quest of becoming a part of American culture. Through their ads in the
1930s, Coke also tried to associate a sense of comforting nostalgia to Coke. This in turn would create a
recall of holidays, refreshment and happiness to be interchangable with the brand. They took it a step
further by creating the Coca-Cola Santa Claus that left a perpetual positive impression on the youth and
a strong sense of alacrity with the brand. By tying it to Christmas, Coke shaped itself as a drink for the
happy times and festivities too. In the 1940s, Coke played the pride and patriotism card by setting up
bottling plants in war zones and serving soldiers in battle. Apart from quenching their thirst, Coke again
played on the nostalgia of the soldiers, in addition to making Coke synonymous with American culture
and lifestyle. They were also able to tap into the heightened sense of pride and patriotism that would
have been prevalent at the time of war. Through the Its the Real Thing and Things go better with a
Coke campaigns in the 60s and 70s, Coke tried to position the beverage as a family drink for every
occasion in addition to its various perceptions. This was to emphasize the importance of the drink in the
everyday life of an American.
The commonly recurrent themes seem to be one of celebration, a symbol of the American way of life,
happiness, love, pride and patriotism.
Q2. How did consumers respond to the launch of New Coke? Recall these were days before social
media. List examples from the case describing how different consumers reacted to New Coke. How
would you describe the general theme (sentiments) of these reactions?
The general theme of these reactions were negative and in particular, one of shock, betrayal, anger and
a breach of trust. Coke was seen as a Friend in cases and some even considered it as a National
Institution that could not be tampered with. Perhaps the prime example was Goizuetas own father,
who threatened to disown his son for his decision to change the taste of Coke. Some others stockpiled
the Old Coke before it was taken off the shelves. Due to the absence of social media in order to gain
support for their anti-New Coke campaigns, people resorted to methods like letter writing, radio and
TV campaigns. Some recorded songs to voice their displeasure while one group even filed a lawsuit
against Coca-Cola to bring back the old Coke. Scores of consumers also called the companys hotlines
and customer service to voice their concerns, in addition to writing letters. While one consumer likened
the feeling to be similar to when being betrayed by a husband, another considered it worse than
burning the national flag in his front yard. Few others also began to question the patriotism of Goizueta
and other top executives in the company.
Q3 Analyze consumer sentiments in light of their initial advertising strategy discussed in Q1. With the
benefit of hindsight bias can you link their advertising/branding strategy to the spirit of the reactions
that were seen after the launch of New Coke?
Through their initial advertising campaigns, Coca Cola was able to position the drink as a lifestyle choice
that Americans were proud of. They were also able to get consumers to associate the drink with
happiness and celebration. The level of sentiment and attachment to the drink can be seen from some
of the comments from soldiers serving overseas: They clutch their Coke to their chest, run to their tent,
and just look at it. and He caressed it, his eyes rolled over it, he smacked his lips at the prospect of
tasting it.. The immense sense of patriotism is also displayed by examples like, My motivation to shoot
down my first enemy soldier stems from thoughts of America, Democracy, and Coca-Cola. and

If anyone were to ask us what we are fighting for, we think half of us would answer,the right to buy
Coca-Cola again..
The spirit of the reactions after the launch of the New Coke was on expected lines as it damaged the
sentiments attached to the drink before the change. Because Coke was seen as a symbol of American
lifestyle, the change elicited responses like Dear Sir: Changing Coke is like God making the grass purple
or putting toes on our ears or teeth on our knees. and I feel worse than if I had been betrayed by a
husband. Since Coke also instilled a sense of pride and patriotism in Americans, some comments by
consumers brought this to the fore . I dont think I would be more upset if you were to burn the flag in
my front yard and Who is this Robert Goizueta and where did he come from? Who is Sergio? They
dont sound mainstream American all illustrated this. The feeling of national pride was further
highlighted when by a Senaters comment when the decision to bring back the Old Coke was made: A
very meaningful moment in the history of America, this shows that some national institutions cannot be
changed. The fact that Coke was seen as a companion or friend was highlighted by comments like It
was nice knowing you. You were a friend for most of my 35 years and My dearest Coke: You have
betrayed me. We went out just last week, as we had so often, and when we kissed I knew our love affair
was over.