Open Access Peer-reviewed Research Article

The Coca-Cola Company advertising history illustrated through phonecards

Article Sidebar

The Coca-Cola phonecards
Download PDF
Submitted   Nov 15, 2022
Published   Mar 20, 2023
Issue    Vol 4 No 1 (2023)
DOI   10.25082/IJAH.2023.01.002

Views

5614

Downloads

2312

Citations

PlumX Metrics

Main Article Content

Wagner de Souza Tavares corresponding author
Asia Pacific Resources International Holdings Ltd. (APRIL), Riau Andalan Pulp and Paper (RAPP), Indonesia
Rani Uli Silitonga
Pekanbaru, Riau, Sumatra 28291, Indonesia

Abstract

Coca-Cola is a carbonated beverage created by The Coca-Cola Company in Atlanta, Georgia, United States of America (USA) which leadership in the soft drink business was achieved after development of advertising programs. Phonecards are items collected by people worldwide. Telecommunication companies along with The Coca-Cola Company displayed Coca-Cola advertising on phonecards. The objective was to illustrate The Coca-Cola Company advertising history through Coca-Cola phonecards. Single phonecards and those in the form of sets and puzzles, besides phonecard folders were used in the study. The number of Coca-Cola phonecards ever produced per country and continent was listed. Coca-Cola advertising slogans were extensively displayed on phonecards, including “Always in Motion”, “Delicious & Refreshing”, “Drive Refreshed”, “Enjoy”, “Have a Coke”, “Refreshing”, “Refresh Yourself”, “Talk about Refreshing”, and “What I Want is a Coke” from Japan as well as “Refreshment Right Out of the Bottle” and “Always Together” from Hungary and Indonesia, respectively. Japan had the highest number of Coca-Cola phonecards ever produced, 584, followed by USA, 441, China, 95, Germany, 51, and Australia, 41. Asia had the highest number of Coca-Cola phonecards ever produced, 760, followed by America, 519 and Europe, 211. The Coca-Cola Company history was successfully illustrated through advertising phonecards.

Keywords
art in phonecards, Atlanta, marketing, publicizing, The Coca-Cola Company

Article Details

How to Cite
de Souza Tavares, W., & Silitonga, R. U. (2023). The Coca-Cola Company advertising history illustrated through phonecards. International Journal of Arts and Humanities, 4(1), 137-146. https://doi.org/10.25082/IJAH.2023.01.002
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

References

  1. Abbasi, H. (2017). Marketing strategies of Coke: An overview. KAAV International Journal of Economics, Commerce & Business Management, 4(1), 194-199.
  2. Chan-Olmsted, S. M. (1991). A structural analysis of market competition in the U.S. TV syndication industry, 1981-1990. Journal of Media Economics, 4(3), 9-28 https://doi.org/10.1080/08997769109358208
  3. Colnect. Colnect Collectors Club Community. https://colnect.com/en
  4. Deshpande, A., Kee, D. M. H., Shankar, D., Segi, S., Charles, E. A., Parameswaran, K., & Vellmurugan, M. (2020). Influence of strategic branding in soft drink market in Indian and Malaysian context: Study on Coca Cola to remain Top of the Mind Brand (TOMB). Asia Pacific Journal of Management and Education, 3(1), 82-93. https://doi.org/10.32535/apjme.v3i1.746
  5. Dholakia, N. (2015). Marketing as mystification. Marketing Theory, 16(3), 401-426. https://doi.org/10.1177/1470593115619971
  6. Donnelly, B. (2009). ``Coke Is It!'': Placing Coca-Cola in McCarthy's THE ROAD. The Explicator, 68(1), 70-73. https://doi.org/10.1080/00144940903422990
  7. Friedman, T. (1992). The world of the world of Coca-Cola. Communication Research, 15(5), 642-662. https://doi.org/10.1177/009365092019005005
  8. Gershon, R. A., & Kanayama, T. (2002). The Sony Corporation: A case study in transnational media management. International Journal on Media Management, 4(2), 105-117. https://doi.org/10.1080/14241270209389987
  9. Golan, A., Karp, L. S., & Perloff, J. M. (2000). Estimating Coke's and Pepsi's price and advertising strategies. Journal of Business & Economic Statistics, 18(4), 398-409. https://doi.org/10.2307/1392222
  10. Hand, G. News: What to do when your collectibles become collapsibles. https://www.morningstar.com.au
  11. Harris, N. (1995). The world of Coca-Cola. The Journal of American History, 82(1), 154-158. https://doi.org/10.2307/2081923
  12. Jones, P., & Comfort, D. (2018). The Coca Cola brand and sustainability. Indonesian Journal of Applied Business and Economic Research, 1(1), 34-46. https://doi.org/10.32456/.v1i1.1
  13. Kilpatrick, A. M., & Pitarresi, D. (2000). World Phonecard Catalogue. Oceania 3: Australia (Telstra Magnetic) - Christmas Is. - Kiribati - Nauru - Norfolk Is. - Tuvalu, published by MV Cards, edited by Pitarresi, D., Specialized Edition, 9, 104.
  14. King, M. M. (1987). Dr. John S. Pemberton: Originator of Coca-Cola. Pharmacy in History, 29(2), 85-89.
  15. Kumari, G., Bhat, J., & Pandey, K. M. (2010). Recruitment and selection process: A case study of Hindustan Coca-Cola Beverage Pvt. Ltd, Gangyal, Jammu, India. International Journal of Innovation, Management and Technology, 1(4), 441-446.
  16. Lacy-Nichols, J., Scrinis, G., & Carey, R. (2020). The evolution of Coca-Cola Australia's soft drink reformulation strategy 2003-2017: A thematic analysis of corporate documents. Food Policy, 90, 101793. https://doi.org/10.1016/j.foodpol.2019.101793
  17. Lanthorn, K. R. (2013). It's all about the green: The economically driven greenwashing practices of Coca-Cola. Augsburg Honors Review, 6(13), 33-47.
  18. Markley, G. (2008). The Coca-Cola Company archives: Thriving where Dilbert, not Schellenberg, matters. Provenance, Journal of the Society of Georgia Archivists, 26(1), 3-23.
  19. Matousek, A. L. (2021). Where do we draw the (eye)line(r)?: Makeup and the consumption of latina bodies. Hispanic Studies Review, 5(2), 17-38.
  20. Mattews, L. M. (1973). The archives of the Coca-Cola company preserving ``the real thing''. Georgia Archive, 1(2), 12-20.
  21. McKelvey, S. M. (2006). Coca-Cola vs. PepsiCo — A “super” battleground for the Cola Wars? Sport Marketing Quarterly, 15(2), 114-123.
  22. Meyers, C. B. (1998). Global marketing and the New Hollywood: The making of the ``Always Coca-Cola'' campaign. Media International Australia, 86(1), 27-37. https://doi.org/10.1177/1329878X9808600105
  23. Moses, C. T., & Vest, D. (2010). Coca-Cola and PepsiCo in South Africa: A landmark case in corporate social responsibility, ethical dilemmas, and the challenges of international business. Journal of African Business, 11(2), 235-251. https://doi.org/10.1080/15228916.2010.509166
  24. Murray, T. E. (1995). From trade name to generic: The case of Coke. Names, 43(3), 165-186. https://doi.org/10.1179/nam.1995.43.3.165
  25. Okleshen, C., Baker, S. M., & Mittelstaedt, R. (2000). Santa Claus does more than deliver toys: Advertising's commercialization of the collective memory of Americans. Consumption Markets & Culture, 4(3), 207-240. https://doi.org/10.1080/10253866.2000.9670357
  26. Paracha, A. M. J., Waqas, M., Khan, A. R., & Ahmad, S. (2012). Consumer preference Coca Cola versus Pepsi-Cola. Global Journal of Management and Business Research, 12(12), 1-5.
  27. Paul Dana, L., & Dana, T. E. (1999). Coca-Cola Indochina Pte Ltd. British Food Journal, 101(5/6), 441-447. https://doi.org/10.1108/00070709910278406
  28. Pendergrast, M. (1994). Siphoning that Coca-Cola magic. Management Review, 83(1), 26-26. Piedra, M., Sharma, A., Larkin, J., Fernandez, I., & Esteves, G. (2019). The diversification of Coca-Cola: Globalization & strategic fit. Cuibe, 10(1), 1-13.
  29. Ragusa, A. T., & Crampton, A. (2016). To Buy or not to buy? Perceptions of bottled drinking water in Australia and New Zealand. Human Ecology, 44(1), 565-576. https://doi.org/10.1007/s10745-016-9845-6
  30. Rego, L., Brady, M., Leone, R., Roberts, J., Srivastava, C., & Srivastava, R. (2021). Brand response to environmental turbulence: A framework and propositions for resistance, recovery and reinvention. International Journal of Research in Marketing, 39(2), 583-602. https://doi.org/10.1016/j.ijresmar.2021.10.006
  31. Sarich, R., Zaman, R., & Misra, C. (2015). Discussion and analysis of the marketing strategy of Coke Zero in the US Market. Merici, 1(1), 45-63.
  32. Schmidtke, K. A., Watson, D. G., Roberts, P., & Vlaev, I. (2019). Menu positions influence soft drink selection at touchscreen kiosks. Psychology & Marketing, 36(10), 964-970.
  33. Sergent, B. Australian Anritsu Magnetic Phonecards. https://www.sergent.com.au
  34. SMC Eletronics. SMC Eletronics, Special Estate Sale. https://www.smcelectronics.com
  35. Tamony, P. (1969). Coca-Cola: The most-lawed name. Names, 17(4), 278-283. https://doi.org/10.1179/nam.1969.17.4.278
  36. Tavares, W. de S. (2021). Phonecard operated payphones in buses in Brazil. DAT Journal Design Art and Technology, 6(3), 117-126. https://doi.org/10.29147/dat.v6i3.441
  37. Tavares, W. de S. (2022). Revival of phonecard collection as a hobby in Brazil. Revista Brasileira de História da Mídia (in press).
  38. Tavares, W. de S., & Silitonga, R. U. (2022a). Description of 13 rare Indonesian phonecard sets in folders from 90s associated to telecommunications. Journal of Art, Design, Art Education & Culture Studies, 7(1): 1-17. http://dx.doi.org/10.17977/um037v7i12022p1-17
  39. Tavares, W. de S., & Silitonga, R.U. (2022b). Collectible African phonecards of butterfly thematic. Image & Text (in press).
  40. Tavares, W. de S., & Silitonga, R. U. (2022c). Description of 10 Australian phonecard folders of animal thematic. Visual Communication (in press).
  41. Tavares, W. de S., & Silitonga, R. U. (2022d). Description of eight rare Indonesian phonecard folders linked to advertising. Journal of Visual Art and Design (in press).
  42. Tavares, W. de S., & Silitonga, R. U. (2022e). Disney, Cartoon Network and McDonald's advertising on rare Indonesian phonecard folders. ARTCHIVE: Indonesian Journal of Visual Art and Design (in press).
  43. TelephoneCardCollector. Welcome to the Telephone Card Collector. http://www.telephonecardcollector.com/
  44. Tewari, V., & Mittal, H. (2014). Co creation and collaboration: Branding tools. International Journal of Knowledge and Research in Management & E-Commerce, 4(3), 11-18.
  45. van Doorn, G., & Miloyan, B. (2018). The Pepsi paradox: A review. Food Quality and Preference, 65(1), 194-197. https://doi.org/10.1016/j.foodqual.2017.11.007
  46. Vicent, E. I., & Kolade, A. (2019). Persuasive communication: Semiotic analysis of ``Share- a-Coke'' advertising campaign. World Journal of Innovative Research, 7(2), 1-6.
  47. Xu, Z., Shen, S., Zhai, Z., & Song, X. (2020). Stock & potential evaluation: The Coca-Cola Company. Frontiers in Economics and Management, 1(11), 207-220. https://doi.org/10.6981/FEM.202011_1(11).0029
  48. Walsh, S. T., & Linton, J. D. (2011). The Strategy-Technology Firm Fit Audit: A guide to opportunity assessment and selection. Technological Forecasting and Social Change, 78(2), 199-216. https://doi.org/10.1016/j.techfore.2010.06.023