Global Marketing and the New Hollywood
The Making of the 'Always Coca-Cola' Campaign
Bibliographic Data
| ID | 5903545 |
|---|---|
| Authors | Cynthia B Meyers (corresponding author) |
| Year | 1998 |
| Volume | 86 |
| Issue | 1 |
| Pages | 27-37 |
| Publication date | 1998-02-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Media International Australia (JOURNAL) |
| Journal identifiers | ISSN: 1329-878X • E-ISSN: 2200-467X |
| Publisher | SAGE Publications Inc (PUBLISHER) |
| DOI | 10.1177/1329878x9808600105 |
| OpenAlex | W2204581589 |
| Language | EN |
| Citations received | 1 |
In 1992, the globally distributed soft drink maker Coca-Cola jettisoned its long-time advertising strategy of 'one sight, one sound, one sell'. Looking to tap into the American youth culture Zeitgeist and shore up its market among youth worldwide, Coca-Cola hired a Hollywood talent agency, Creative Artists Agency, because it would provide an 'enormous resource to popular culture'. CAA shaped the initial 'Always Coca-Cola' campaign as a diverse array of images 'style-sorted' in order to attract and retain remote control-wielding audiences. Despite advertising industry concerns that a talent agency was encroaching on its turf, Coca-Cola continues to pursue the CAA-originated strategy of diverse, clever, high-concept advertising (now managed by former CAA staff members) in order to stay relevant to American youth culture and its international variants
Advertising · Advertising campaign · Art · Business · Coca cola · Hollywood · Sociology · Cinema and Media Studies · Cultural Industries and Urban Development · Digital Games and Media · Medicine
| Unique citing works | 1 |
|---|---|
| Citations per year | 0,04 |
| Citation span | 1999 - 1999 (1) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 1 |