Coca-Cola is one of the most iconic brands in American history. Now sold around the world, the main source of this company’s success derives from its effective use of advertising from its inception through until present day.可口可乐是美国历史上最具传统的品牌之一。虽然如今销往全世界，但自始至今，这家公司成功的主要原因来自它对宣传广告的充分利用。
Other companies struggling to increase their product sales can learn a great deal from Coca-Cola’s advertising history. Specifically, other companies should note how this legendary brand has adapted its marketing strategies to match the changing values and trends of each generation. The following are a few key points in this brand’s advertising history to help you can begin understanding why their marketing strategies are so effective.
An Adertising History of Coca-Cola
The first Coca-Cola was sold in 1886 in Atlanta, Georgia, but the company’s first advertisement wasn’t released until 1895. The company’s first print advertisement featured an illustration of a young actress named Hilda Clark, who was also the brand’s spokeswoman. That first advertisement featured Clark in extravagant clothing drinking a Coke next to a sign advertising Coca-Cola for five cents.
在1886年，第一瓶可口可乐在佐治亚州的亚特兰大（Atlanta, Georgia）被卖出，但是公司的第一个广告直到1896年才发布。公司的第一张平面广告是一张叫Hilda Clark的年轻女演员的插画，她同时也是品牌的代言人。在该广告里，穿着华丽服饰的Clark喝着一杯可乐，旁边有一行标语写道，可口可乐每瓶5美分。
Note：Hilda Clark (1872 – May 5, 1932) was an American model and actress. She was born in Leavenworth, Kansas. As a young adult she moved east to Boston to become a popular music hall songstress and actress. She became famous as a model in 1895 when she became the first woman to be featured on a tin Coca-Cola tray.Clark remained the advertising "face" of Coca-Cola until February 1903 when she married Frederick Stanton Flower in New York.
注：Hilda Clark（1872-1932.5.5）是美国女演员，模特。出生于堪萨斯州的莱文沃斯（Leavenworth, Kansas）。年轻时，搬到波士顿东部成为了一名音乐厅的流行女歌手和演员。1895年，成为著名模特，同时也成为了第一个在可口可乐（Coca-Cola）罐头盘上的女人。她一直为可口可乐公司做形象宣传，直到1903年二月，她嫁给纽约的 弗劳尔（ Frederick Stanton Flower）为止——当时纽约州州长的侄子。
The next series of advertisements were targeted at women and depicted how Coca-Cola could help them with everyday life tasks by making them feel more refreshed. Such tag lines as “shop refreshed” and “lunch refreshed” were used to draw in consumers and show how this brand was needed to increase the joy felt when performing daily tasks.
The Middle Years中间的岁月
As the brand continued to develop and generate more customers, the advertisements also become more alluring and lengthy. During the 1950s and 1960s, the original advertisement illustrations gave way to photographs of men and women smiling as they enjoyed their Coca-Cola.
During this time of American growth and business competition, this brand’s advertisements depicted how drinking Coca-Cola could provide the breaks that people needed in their day. The ads also urged consumers to brink a Coke to gain the energy needed to push through long day at the office. This is also the time when women’s clothing in Coca-Cola’s advertisements transformed from full-length, elegant gowns to lower cut dresses and even bathing suits.
From the middle days of the brand’s life cycle up until present day, Coca-Cola has addressed a variety of environmental and health issues that speak directly to the concerns of each generation. Themes such as recycling and family time were prominent. Additionally, as consumers became more conscientious about what they consumed, Coca-Cola met this trend with lighter versions of the original beverage and effectively advertised their commitment to health.
注：更轻型的原始版饮料（lighter versions of the original beverage）据维基百科，可口可乐的经典瓶子，戏称作蹒跚裙式的瓶子（hobble skirt bottle）设计有争议，一种认为由 迪恩（ Earl R. Dean ）设计，另一些人为其不具权威而是由雷德蒙 罗维（Raymond Loewy）设计。罗维改进了瓶子曲线并设计了第一个罐装的铁罐，根据可口可乐公司的实验减少了瓶子的容积，罐子的容积恰好是满足人口渴时容量。
As Coca-Cola continues to develop as a brand and creates more products under its iconic name, it will undoubtedly continue finding new ways of speaking to the hearts of American consumers through its advertising. What Coca-Cola has learned through its various marketing campaigns is that companies must understand what is most important to consumers at a particular point in history and then speak to those desires through effective advertising. Other start-up companies can learn a great deal from the advertising history of this brand and re-use their strategies to hopefully increase the popularity of their own businesses.