In this assignment I will evaluate the external corporate communications of an
existing product, which will be DIET COKE produced by The Coca-Cola Company.
Once upon a time, back in
1886, John
Pemberton
invented Coca-
Cola and
sold it to
customers
of an Atlanta pharmacy. Over the course of the following
century the world fell in love with ice-cold Coke.
And the rest was history. That was that.
Or, at least, it was until the birth of Diet Coke – the no-calorie alternative to
Coca-Cola – almost 100 years later. It made its US debut in 1982 at Radio City in
NYC and a year later (the same year the first mobile phone was released) Europe
got a taste.
Diet Coke was the first product since the very beginning to include the Coca-Cola
trademarked name. Since then, the ‘Diet Coke break’ has become a cultural
phenomenon and Diet Coke packaging has had makeovers from the likes of
Diane Von Furstenberg, Karl Lagerfeld, Moschino and Versace.
(http://www.coca-cola.co.uk/packages/history/the-diet-coke-story/)
The drink usually comes in a silver can or a small/large bottle. The Company uses
the same colours and layout for all of them (img1, img2). There were different
flavours of Diet Coke in the past (i.e.: lemon/cherry/lime/vanilla diet coke) and
also different layouts and colours.
Diet Coke Advertisement:
existing product, which will be DIET COKE produced by The Coca-Cola Company.
Once upon a time, back in
1886, John
Pemberton
invented Coca-
Cola and
sold it to
customers
of an Atlanta pharmacy. Over the course of the following
century the world fell in love with ice-cold Coke.
And the rest was history. That was that.
Or, at least, it was until the birth of Diet Coke – the no-calorie alternative to
Coca-Cola – almost 100 years later. It made its US debut in 1982 at Radio City in
NYC and a year later (the same year the first mobile phone was released) Europe
got a taste.
Diet Coke was the first product since the very beginning to include the Coca-Cola
trademarked name. Since then, the ‘Diet Coke break’ has become a cultural
phenomenon and Diet Coke packaging has had makeovers from the likes of
Diane Von Furstenberg, Karl Lagerfeld, Moschino and Versace.
(http://www.coca-cola.co.uk/packages/history/the-diet-coke-story/)
The drink usually comes in a silver can or a small/large bottle. The Company uses
the same colours and layout for all of them (img1, img2). There were different
flavours of Diet Coke in the past (i.e.: lemon/cherry/lime/vanilla diet coke) and
also different layouts and colours.
Diet Coke Advertisement:
