Marketing Across Cultures. Coca Cola

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In this study Coca Cola in China advertisement “Battlefield” and Coca Cola USA “Share a Coke” will be shown and analyzed.

Differences were found in order to show how cultures form different marketing across the world.

- Advertisement shown in China reflects to the unity as after the drink is proposed both armies are gathering together and the war is over. This also shows collectivism as mentioned in Hofstede’s cultural dimensions. In USA advertisement reflects growing friendships after buying more and more bottles of drink.

- USA commercial ‘’Share a coke” shows how this drink can create contact and connection between people in a fun, chilled atmosphere. In Chinese commercial good vibes are presented in a more strict way. Ads are based mainly on only one gender when US ads are always trying to bring both genders together. The reason behind this might be that USA is more open-minded country while China is quite conservative.

- China is very nationalistic country and the patriotic sentiments can also be felt during this commercial. However in US, togetherness feeling is expressed in more individualistic way.

- In China, people in the commercials are always Chinese but still formal language is very noticeable. In USA it is opposite – advertisements always includes mix of races.

- Colours – The main colours used in Chinese advertisements are red and yellow. As mentioned before, these colours have a different meaning in China and it attracts more attention from consumers. In USA advertisement there are none colours that stands out as Americans do not have that much meanings related to colours.

- Place chosen for advertisements are also very different. In Chinese commercial it is very formal, army, war and etc, while in USA commercial place are usually very informal – yards, parties and etc.

It is known for everyone how successful Coca Cola Is around the globe. It would not be a mistake to say that the big part of this success came from Coca Cola’s wide-learning about the cross cultures and marketing in different markets. This brand definitely has done their homework.

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