Coca-Cola's advertising strategy is second to none in the world. Woodruff, the former boss of Coca-Cola Company, famously said, "Coca-Cola is 99.438+0% carbonic acid, syrup and water. If there are no advertisements, who else will drink? " Historically, Coca-Cola Company won by spending a lot of money on advertising. Today, Coca-Cola Company spends more than $600 million on advertising worldwide every year. China market is no exception. Coca-Cola spends tens of millions of dollars on advertising in China every year. At first, Coca-Cola appeared in front of consumers with an international image in China, and left a deep impression on consumers with the most typical American style and American personality. The advertisement used is also the Atlanta version of the United States. At the end of the 20th century, Coca-Cola realized that the long-term way to become the leader of China's beverage market is to combine the brand with China culture. So in 1997, Coca-Cola's advertising marketing strategy has changed obviously. Its TV advertisement launched in China was filmed in China for the first time, designed by China advertising company for the first time, and invited China actors to shoot advertisements for the first time. Coca-Cola began to implement the strategy of advertising localization in great strides. \x0d\ Coca-Cola's advertising localization strategy is first embodied in the combination of its advertising and China culture. People in China like to be lively, especially the Spring Festival, a day for family reunion. The eye-catching advertisement of Coca-Cola is a series of Spring Festival films from 1997 to 2002. Coca-Cola's New Year's film was shot in typical scenes in China, using traditional China arts such as couplets, puppets and paper-cuts, and through folk activities such as posting Spring Festival couplets and setting off fireworks, it showed a strong local flavor of China. Coca-Cola also publicized Beijing's successful bid for the Olympic Games and China's accession to the WTO. Now he strongly sponsors the China football team, claiming to drink Coca-Cola and "share the wonderful World Cup". Coca-Cola has become a local product in China, and this local image has indeed achieved the effect of communicating with consumers in China. \x0d\ Secondly, Coca-Cola actively chooses China's new generation idols as its image spokesperson. Coca-Cola has always adopted the strategy of undifferentiated market coverage, with a wide range of target customers. Recently, Coca-Cola's advertising strategy focuses the audience on young people, and the advertising images are mainly energetic and healthy young people. From 65438 to 0999, May was first used. This female singer is full of vigor and wildness, full of the power of "sister" and has won the love of a large number of teenagers. Then Nicholas Tse, a new generation idol, became the digital elite mobilization of Coca-Cola. 200 1 Launched the popular idol Cecilia Cheung as the image spokesperson of Coca-Cola's summer marketing activities, and then Fu Mingxia, a diving star, three-time Olympic champion and China diving queen, signed a contract with Coca-Cola, becoming the first advertising spokesperson of Sprite brand in China in the new century. In the TV advertisement, Fu Mingxia jumped down from the plane at an altitude of 1000 meters and landed in the crystal clear ice and snow, which symbolizes the freshness and straightness of Sprite. It is said that the sales volume of Coca-Cola in China has increased by 24% since the promotion of China's new generation idols. \x0d\ Coca-Cola is the first brand in the world and has a long-term strategic vision. In order to maintain its leading position in China soft drink market for a long time, its advertising strategy can abandon American thinking and actively integrate into China's local concept. This localization strategy has been welcomed by everyone in China. According to the statistics of CCTV survey and consultation center, Coca-Cola has been ranked first in market share, best brand recognition rate and brand awareness for seven consecutive years, and 90% of consumers in China now know about Coca-Cola. Coca-Cola's advertising localization strategy is worth learning from foreign brands that want to enter the China market. For example, the advertising spokespersons of Unilever Lux soap are often international female stars. Now they insist on hiring female stars from China, such as Michelle monique Rice, Maggie Cheung and Shu Qi. As an example of localization strategy, Coca-Cola deserves to be ranked second in the top ten advertising strategies.