The Coca-Cola Company: Real campaign

Candice Mancini

Despite being the top soft-drink company in the world, the Coca-Cola Company showed signs of struggle in the 1990s, when consumers worldwide started demonstrating a strong preference for healthier beverages.

The Coca-Cola Company: Real campaign

Candice Mancini

OVERVIEW

Despite being the top soft-drink company in the world, the Coca-Cola Company showed signs of struggle in the 1990s, when consumers worldwide started demonstrating a strong preference for healthier beverages. Coca-Cola's subsequent marketing efforts, including the 2003 "Real" campaign, reflected this change.

The multimillion-dollar "Real" campaign, which used a combination of music and celebrity presence to promote Coke Classic, was reminiscent of Coca-Cola ads from the 1960s to the '90s. The "Real" campaign's message itself, that Coke is the "Real" thing, was a reminder of the company's long heritage. The campaign's numerous...

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