tvc title
Solution Graphics


(Your shopping cart is empty)

 

FILM: Cola Conquest I: A Classic Marketing Story
FILM: Cola Conquest I: A Classic Marketing Story
 



DVD (schools and colleges) [£47.00 plus VAT]
DVD (universities and businesses) [£97.00 plus VAT]
1 year streaming (schools and colleges) [£23.50 plus VAT]
1 year streaming (universities and businesses) [£43.50 plus VAT]
IF YOU ORDER "DVD" we will send you the DVD
IF YOU ORDER "STREAMING" we will email you a password on receipt of order

Qty:

  
 
42 mins, 2008       

[password required]
Key Topics
  • Marketing
  • Advertising
  • Branding
  • Society
  • Competition
This award-winning, US documentary explores the advertising and marketing techniques behind Coca-Cola's historic success. Drawing on a wealth of archive material and interviews with key industry figures, the film offers a powerful insight into Coke's commercial and social impact.

BIRTH OF MODERN ADVERTISING: Coke begins life as a "brain tonic" for business people. But the secret of the new drink's success lie in its marketing. Revolutionary mass advertising techniques are used to sell it as a refreshing drink for everyone. Images of Coke appear everywhere. Coca-Cola spends an unheard of 20% of its revenue on advertising.

BATTLE OF THE BRANDS: Integral to the Coke story is its long-running battle with Pepsi. A wealth of marketing and advertising imagination is employed on both sides. Coke is the "real thing", but drinking Pepsi makes you part of the "Pepsi generation" - as promoted by superstar singer Michael Jackson.

A NEW RELIGION: Market researchers examine the responses of people to Pepsi and Coke, trying to work out why we choose one over the other - even though there's almost no difference in the taste. And what about their social impact? Is Coke part of a new, fantasy-driven, consumerist religion in which what we buy defines who we are?

DVD EXTRAS provide a wealth of additional material including Coke In Britain, Virgin Cola, Coke and the colour bar, and why Coke changed its formula.