Coca Cola`s image in Europe

I was kindly surprised in one of our first classes, when we discussed Coke`s image in the United States. I already knew that brands often have different meanings in different countries, especially between globalized and non-globalized economies, but I had never thought that the most important brand of the world (in my opinion) could have a different image on each side of the Atlantic Ocean (US vs Europe).

In US, Coke is a symbol of American culture. Represents tradition, family, makes you feel like home, how it acquired relevance during Worl War II… all those things we said in class. On the contrary, what we feel for Coke in Europe is actually more comparable to Pepsi`s American image. Coke in Europe is like a universal feeling. Now matter who you are or where you are, Coke´s always there for you. Combines both tradition and youth, modernity, friendship, different cultures, fun, music, even sports… it could be the symbol of “the new generation”; just what Pepsi means in the States… And although we also drink it at home sometimes, usually is more like a social act. You meet with your friends to have a Coca-Cola; means you meet to chat and share some time together, while you drink your Coke…

It allows different people to get closer, to share experiences and feelings. One example that I would like to share with you, which illustrates what I´m trying to explain, is a commercial that’s was shown in Spain last year. It was created in Argentina, and won several awards. It has been adapted in many countries, although I believe not in US. It is in Spanish, but I think you`ll get the idea. I can translate the script for you if you`re interested. It`s name is “For everyone”
For him, for her. For families, for those who live alone. For writers, for clowns, for optimists, for cautious,… Definetely, it is my favorite commercial. Hope you enjoy it!

Just paste the link in your browser: http://www.youtube.com/watch.php?v=vlKjNonzFUU

Lorena Roque