Coca-Cola Company: Always Coca-Cola campaign (1990s)

The Coca-Cola Company launched a global advertising campaign in February 1993 to promote its best-selling soft drink, Coca-Cola Classic, This "Always Coca-Cola" campaign marked a decisive shift in Coke's marketing strategy.

Coca-Cola Company: Always Coca-Cola campaign

Rebecca Stanfel

Overview

The Coca-Cola Company launched a global advertising campaign in February 1993 to promote its best-selling soft drink, Coca-Cola Classic, This "Always Coca-Cola" campaign marked a decisive shift in Coke's marketing strategy. Frustrated that the brand's image had become outdated and stale, Coke reduced the influence of its long-standing ad agency, McCann-Erickson Worldwide, and chose instead to heed the direction of a Hollywood talent agency, Creative Artists Agency (CAA). CAA, which was headed by movie mogul Michael Ovitz, represented actors, producers, and directors and had never before overseen an advertising campaign. Coke hoped,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands