Visual Communication at Coca-Cola. Visual & Performing Arts Coursework

Visual Communication at Coca-Cola
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Visual Communication at Coca-Cola
 Coca-Cola is one of the companies with the most effective visual communication strategies in its marketing, making it synonymous to ‘Happiness and Sharing’. It has used this strategy in the last 100 years since its conceptualization. From 1881 to the 20th century, Coca Cola has remained one of the first brands that remained global. It was launched in America in the 18th century, and it has managed to start several bottling plants in different parts of the world within duration of 20 years (Tripodi, 2013). ASA G. Candler was the man behind the company’s distribution and marketing idea. The success of the company in marketing has been majorly due to visual marketing, which is aimed at specific market niches. 
 The communication strategy has been successful due to its implementation at the company. Some of the measures taken include the following;
Focus is on the ‘individual’ rather than the ‘organization’
Coca Cola stands out in terms of having all its communications, right from packaging to embodying the brand’s promise of sharing and happiness (Gehani, 2016). All the ads by the company that go viral around the world do not speak anything about coke, but the iconic bottle is flashed at the end of each commercial. This has helped in creating a branding which is visual by creating stories which are focused on the individual, and thus upholding its philosophy of sharing and happing. 
The Uniqueness of the Customer is highlighted
The company ensures that the visual advertisements it creates consider the targeted audience. However, there is no age bar to be considered since it produces and markets non-alcoholic beverages (Okat & Solak, 2020). It creates ads which reach out to a wide segment of the target population, and ensures that justice is attained for each at a time. For instance, its market in Australia was small and so it decided to create a video which communicated to the Australians on their importance to the company. The video also enables the company to keep up with its motto of ‘spreading happiness and sharing’. The video is available at; https://youtu.be/2X8Bd3-G6IU.
Great Content 
It also ensures that it uses great content (Srinivas, 2014). The ads made by Coca Cola all aim at its vision statement, and they use great content for supporting their case and communicate to the target group. As such, all the commercials by Coca Cola easily connect with the audience at their different levels. Using Right Form of Visuals
Coca Cola uses the right form of visuals, which has contributed to its efficiency in visual marketing (Pongpeng & Piyaphanyamongkol, 2020). The brand also creates stories and not ...