Jovilson R.

Manuel

BSBA-MM 3-2

History of Advertising of Different Brands

PEPSI
Pepsi, first known as Brads Drink, was created during the 1890s by Caleb Doc
Bradham in his North Carolina pharmacy. The original recipe included sugar, vanilla,
oils, spices, African kola nuts and carbonated water (PepsiCo, Inc., n.p.). Bradham
said the drink could cure a variety of ailments, including dyspepsia (an upset
stomach) and ulcers. It was originally branded as exhilarating, invigorating and
aiding in digestion (Sarver Coombs, 2: 218), which took inspiration from the old elixir
shows with the slogan, Bound to cure what ails you!
They started with their advertising in 1900 with signs that would be hung on the back
bar of many early soda fountains. This is clearly brand image, or at least a version of
it, from the 1900s. The advertisement isnt technically a traditional advertisement
since it wasnt displayed out in the streets. In 1910s they introduced an
advertisement on drinking the product with a straw. In 1920s they introduced their
colored signs. Their first commercial was aired in the 1950s with James Deans first
tv appearance.

COCA-COLA
Coca-Cola's advertising has significantly affected American culture, and it is
frequently credited with inventing the modern image of Santa Claus as an old man in
a red-and-white suit. Although the company did start using the red-and-white Santa
image in the 1930s, with its winter advertising campaigns illustrated by Haddon
Sundblom, the motif was already common. 1941 saw the first use of the nickname
"Coke" as an official trademark for the product, with a series of advertisements
informing consumers that "Coke means Coca-Cola". Some Coca-Cola television
commercials between 1960 through 1986 were written and produced by former
Atlanta radio veteran Don Naylor (WGST 19361950, WAGA 19511959) during his
career as a producer for the McCann Erickson advertising agency. Many of these early
television commercials for Coca-Cola featured movie stars, sports heroes and popular
singers.
The Coca-Cola Company purchased Columbia Pictures in 1982, and began inserting
Coke-product images into many of its films. After a few early successes during CocaCola's ownership, Columbia began to under-perform, and the studio was sold to Sony
in 1989.
Coca-Cola has gone through a number of different advertising slogans in its long
history, including "The pause that refreshes", "I'd like to buy the world a Coke", and
"Coke is it".
In Australia in 2011, Coca-Cola began the "share a Coke" campaign, where the CocaCola logo was replaced on the bottles and replaced with first names. Coca-Cola used
the 150 most popular names in Australia to print on the bottles.

KFC

Founder Harland Sanders initially developed his "Colonel" persona as a low-cost

marketing tool. The Colonel image is still used extensively in the chain's advertising.
The chain is well known for the "finger lickin' good" slogan, which originated in 1956.
Colonel Sanders was a key component of KFC advertising until his death in 1980. He
made several appearances in various B movies and television programs of the period,
such as What's My Line? and I've Got a Secret. Jack Massey described him as "the
greatest PR man I have ever known". KFC franchisee & Wendy's founder Dave
Thomas credited Sanders' appeal to the fact that he "stood for values that people
understood and liked".
he first KFC logo was introduced in 1952 and featured a "Kentucky Fried Chicken"
typeface and a logo of the Colonel.
The "finger lickin' good" slogan was trademarked in 1956.
KFC began to advertise nationwide from 1966, with a US television budget of US$4
million
"Nobody does chicken like KFC" was first introduced by KFC Australia in 1998, and has
continued to be used by the company in some markets.
From 1997 to 1999, Ogilvy & Mather used celebrities such as Ivana Trump, Tara
Palmer-Tomkinson and Ulrika Jonsson to endorse KFC products in television
advertisements in the UK.
Between November 1998 and January 2000, KFC US teamed with Nintendo, Game
Freak and 4 Kids Entertainment in a Pokmon tie-in.
Pokmon themed promotional days were held, Pokmon Beanie Babies were sold, and
Pokmon toys were given away free with children's meals.

NIKE
Early advertising
One of Nikes earliest advertising campaigns was the There is no finish line
campaign, created by John Brown and Partners. The poster was an instant hit with
consumers and has became legendary in the design industry for pretty much
launching the advertising ethos of Nike itself.
Player Ads
After concentrating on the running and athletics industry for a number of years, Nike
began branching out into other sports. The company began sponsoring track & field
athletes like Carl Lewis and Sebastian Coe as well as famous players in other sports,
this was eventually shown in their advertising for individual players. Perhaps the most
important sponsorship signing in the history of Nike was the signing of basketball
player Michael Jordan in 1984.
Modern Sponsorship
As well as Michael Jordan, Nike have sponsored some of the biggest names in
basketball and world sport including LeBron James, Charles Barkley, Ken Griffey Jr,
Roy Jones Jr, Lance Armstrong, Tom Brady, Tiger Woods, Roger Federer and
Ronaldinho.
Tagline
Nike's "Just do it" is arguably the best tagline of the 20th century. It cut across age
and class barriers, linked Nike with success and made consumers believe they could
be successful too just by wearing its products. Wieden was worried that the
campaigns initial half-dozen ads highlighting various subjects and different sports
had no unifying message. He drew inspiration from an unlikely source Gary
Gilmores famous last words before the double-murderer was executed in Utah in
1977: "Lets do it."

SAFEGUARD
In the 1960s and 1970s, Safeguard went by the informational-toned slogan of "A Soap
For The Entire Family". However, their 1980s "The Smallest Soap in the House" ad
campaign would be their most memorable, as it included ads of people complaining
of thru excessive use their Safeguard bars getting smaller and smaller, and the
ending of each commercial featuring a brand-new Safeguard bar in soap suds that,
using stop-motion animation, shrinks down to about 80% used up just before the
voice-over says "The smallest soap in the house".