Keyword : Advertising trends, Coca-Cola, Unique Selling Preposition, consistency, campaigns, Persuasion
Author(s) : Faustinus Ginikanwa Nwachukwu & Grace Legbrosi Ikue
Abstract :
This study aims to find out if the Coca-Cola Company has maintained its Unique Selling Preposition (USP) over the years on its key product "Coke" irrespective of the fact that the company has kept changing its advertising catchphrases for over a century of the products’ existence. This is in view of the fact that establishing and maintaining a USP for a product sets it apart from competitors. Considering the number of years Coke has existed in the soft drinks market and the various advertising campaigns on the product, it would be of research interest to find out if the Company has maintained the product’s unique selling preposition. The study adopted the means-end theory as the theoretical foundation and the qualitative survey research methodology. The findings revealed that despite the many advertising campaigns and the use of 104 catchphrases in more than a century of Coke’s existence, the products have maintained the same Unique Selling Preposition – "Coca-Cola refreshes".
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