Global Marketing and the New Hollywood: The Making of the ‘Always Coca-Cola’ Campaign


Journal article


Cynthia B. Meyers
Media International Australia/Culture & Policy, vol. 86(February), 1998, pp. 27-37

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APA
Meyers, C. B. (1998). Global Marketing and the New Hollywood: The Making of the ‘Always Coca-Cola’ Campaign. Media International Australia/Culture & Policy, 86(February), 27–37.

Chicago/Turabian
Meyers, Cynthia B. “Global Marketing and the New Hollywood: The Making of the ‘Always Coca-Cola’ Campaign.” Media International Australia/Culture & Policy 86, no. February (1998): 27–37.

MLA
Meyers, Cynthia B. “Global Marketing and the New Hollywood: The Making of the ‘Always Coca-Cola’ Campaign.” Media International Australia/Culture & Policy, vol. 86, no. February, 1998, pp. 27–37.


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.

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