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 99.61% carbonic acid, syrup and water. If there is no advertising, who else will drink it? " Historically, Coca-Cola Company won by spending a lot of money on advertising. Today, Coca-Cola spends more than 6 million dollars 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 in China as an international image, and impressed consumers with the most typical American style and American personality. The advertisements used were also the Atlanta version of the United States. Towards the end of the 2th century, Coca-Cola realized that to be the leader of China's beverage market, the long-term way is to integrate the brand with China culture. So in 1997, Coca-Cola's advertising marketing strategy changed significantly. The 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.

The localization strategy of Coca-Cola advertising is first reflected in the combination of its advertising and China culture. People in China like to be lively, especially the Spring Festival, a day of family reunion, and a series of Spring Festival films from 1997 to 22 are the eye-catching works of Coca-Cola advertisements. Coca-Cola's New Year's film is shot in a typical scene 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 shows the strong local flavor of China. Coca-Cola also advertised Beijing's successful bid for the Olympic Games and China's accession to the WTO. Now it 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.

Secondly, Coca-Cola actively chooses Chinese new generation idols as image spokespersons. Coca-Cola has always adopted the strategy of undifferentiated market coverage, and its target customers are relatively wide. Recently, Coca-Cola's advertising strategy focuses the audience on young people, and the advertising screen is dominated by the image of energetic and healthy young people. In 1999, A Mei was first used. This female singer was fiery, wild and full of "younger sister" power, and won the love of a large number of teenagers. Then Nicholas Tse, a new generation idol, became the mobilization of Coca-Cola digital elite. In 21, Cecilia Cheung, a popular idol, was launched as the image spokesperson of Coca-Cola's summer marketing activities, followed by diving star, three-time Olympic champion and China diving queen Fu Mingxia, who signed a contract with Coca-Cola and became the first advertising spokesperson of Sprite brand in China in the new century. In the TV advertisement, Fu Mingxia leaped from the plane at an altitude of 1, meters and landed in the crystal clear snow and ice, implying the freshness and straightness of Sprite. It is said that the sales of Coca-Cola in China have increased by 24% since the promotion of the new generation idols of Chinese people.

Coca-Cola deserves to be the first brand in the world and has a long-term strategic vision. In order to maintain its dominant position in China soft drink market for a long time, its advertising strategy can give up American thinking and actively integrate China's local ideas. This localization strategy has been welcomed by everyone in China. According to the survey and consultation center of CCTV, Coca-Cola has been ranked first in market share, best brand recognition ratio and brand awareness for seven consecutive years, and 9% of consumers in China now know 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's Lux soap are often international female stars, and now they insist on hiring female stars from China such as Michele Monique Reis, Maggie Cheung and Shu Qi. As an example of localization strategy, Coca-Cola is well-deserved as the second place in the top ten advertising strategy list.