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1. )B:IO@>A =5 I:Q:6: =5 Coca-Cola: http://www.thecoca!
colacompany.com/heritage/pdf/cokelore/Heritage_CokeLore_trademarkchronology.pdf
2. ->E>A, B>D>A > ?:9H:956>B=> @7==:E6>: http://www.thecoca!
colacompany.com/ourcompany/mission_vision_values.html
3. *7?I5;>, ;<D>?5 > case studies:
a. Coke Creatures - Yeah Yeah Yeah La La La:
http://www.youtube.com/watch?v=3sFuHzJyp0E
b. Open Happiness 3: http://www.youtube.com/watch?v=9dUUbLYtUCo
c. The Open Happiness Song: http://www.youtube.com/watch?v=Cxfkg3RaRjs
d. Encounter: http://www.youtube.com/watch?v=IdPf5YJTgWo
e. History of Celebration: http://www.youtube.com/watch?v=!M3Q54rPjQw
f. Waving Flag – Official World Cup Song:
http://www.youtube.com/watch?v=CxWX1yGcsHQ
g. Snowball: http://www.youtube.com/watch?v=wlNMtgweJf0
h. Avatar: http://www.youtube.com/watch?v=1XJcGiTM39s
i. Library: http://www.youtube.com/watch?v=m4ZZ_ka1870
j. Dubai Guinnes Record: http://www.youtube.com/watch?v=2mOrordNmeE
k. Happiness Machine: http://www.youtube.com/watch?v=lqT_dPApj9U
l. Open Happiness Launch, Australia: http://vimeo.com/9439783
m. Spot in the Coca-Cola Label: http://www.youtube.com/watch?v=UkiYt6Ofl_4
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3>6>95=5 I>67956<95:
1 Kotler, Philip et al. Principles of Marketing, 4
th European Edition. Prentice!Hall, 2005, p. 726!727
2 "#$%&', ()*#'%&. PR.!"#$%&%'() $* +,-"#*. +., ,#*-&., 2003, /. 137
3 Kotler, Philip et al. Principles of Marketing, 4
th European Edition. Prentice!Hall, 2005, p. 754
4 0*1/2&', 3#')#*. ./"01*2*$" ( 2&()$(". +., +145#, 2008, /. 115
5 McQuail and Windhal, 6121*#.& ' 7#82#.)914', 0*1/2&. 3*45%$() 2 4"6&*5$*7* 6%5+$(6*8(). 9%:
-4";*4"1"$*. +., +145#, 2006, /. 406
6 "#$%&', ()*#'%&. PR.!"#$%&%'() $* +,-"#*. +., ,#*-&., 2003, /. 142
7 Kotler, Philip et al. Principles of Marketing, 4
th European Edition. Prentice!Hall, 2005, p. 730
8 7#82#.)914', 0*1/2&. 3*45%$() 2 4"6&*5$*7* 6%5+$(6*8(). 9%:-4";*4"1"$*. +., +145#, 2006, /. 24
9 Tellis, Dr. Gerrard J. and Prof. Tim Ambler. The SAGE Handbook of Advertising. Sage Publications, 2007,
Section V: Planning, Ch.1: Advertising Creativity, p. 4
10 "#$%&', ()*#'%&. PR.!"#$%&%'() $* +,-"#*. +., ,#*-&., 2003, /. 146, %#%2& 1 54%61: .# Stephen O’Regan,
Senior Lecturer at the University of Roehampton .# 24-# Brand Equity
11 Tellis, Dr. Gerrard J. and Prof. Tim Ambler. The SAGE Handbook of Advertising. Sage Publications, 2007,
Section I: Overview, Ch. 4: Advertising and Brand Equity, p. 3
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P*!*"('( ,*!$"(!5"(:
1 Flew, Terry. New Media. An introduction. 3
rd Edition. OUP Australia and New Zealand. 2007, p. 42
2 Huberman, Bernardo. Social Attention in the Age of the Web ! Working Together or Apart: Promoting the
Next Generation of Digital Scholarship. Council on Library and Information Resources, Washington, 2009, p. 67
3 !" "#$%$&'($ )&(($ "* Facebook +,- 22 -&. 2010 /.: http://www.facebook.com/press/info.php?statistics
4 01"23) $45'3)6&(3 (& &-32$+&(5+&*& -&2+3*$(/"6& &/3(%$7 HubSpot, State of the Twittersphere, January
2010: http://www.hubspot.com/Portals/53/docs/01.10.sot.report.pdf
5 !" 3)("$-3((&*& +($/& (& Joseph Jaffe Join the Conversation: How to Engage Marketing"Weary Consumers
with the Power of Community, Dialogue, and Partnership
6 Jaffe, Joseph. Jaffe TV #98: The Future of Media. http://www.jaffejuice.com/2010/05/jjtv8988the8future8of8
media8explained8by8the8first8real8social8media8guru.html
7 Edelman Trust Barometer 2009:
http://www.edelman.com/trust/2009/docs/Trust_Barometer_Executive_Summary_FINAL.pdf
8 *32-$( "* 9&6&4&+$, :&.. #$% &$ '()*+%$,- %(.%/+-.,0,- 10. Princeps, 0., 1998
9 Brogan, Chris and Smith, Julien. Trust Agents. John Wiley & Sons, 2009, p. 14
10 Why Trust Matters, Edelman Trust Barometer 2009:
http://www.edelman.com/trust/2009/docs/Trust_Barometer_Executive_Summary_FINAL.pdf
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0."#&. $ 9 +&#.&/ # +0/*.".!/+&& + 4$ #,!/ +4%)$ !# + !&%& ,3
+'5"&14& $.D& + 34+))& -+)+* )& 96A.
96A-,!"&!35+* )& Coca-Cola
F %"&* )& 2009 5$4+)& The Coca-Cola Company $.*(+ ,($*!&
3/)0/) ! +&) &.1#2 $ ) $4#&#. */ 2020 1/*#!
(2020 Vision). 3"+$')& :&,! $! $.*(3)+!3 #-&)$(3 .*2&
,(0"'&)+ , %$/8)+%&=+$))+!3 =3-+ )& %$/#&)+*!& +
%$)%"3!)$ "&'(+!+3!$ )& ."&)4& Coca-Cola. A&!$ +.)#/$!
1).>3 )& /&"%3!+)5 3%+#& 3 $!:3!3)$ &4%)*. +.)#/$!#2 4%&).>.!
;/3-+: "9/&H3 #3"+$4, ( %$?!$ )&H&!& %$/#&)+* '&58.+ #0!* ,+," %&'(&
682!&" A3)!, CEO )& %$/#&)+*!&. "I*2/3 !(0"43 7$%8,+"&)+ %0/ (0!"3H)+!3
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,3 ,-8:(&2& , #$!"3.+!3-+!3 + %-+3)!+!3 )+. G& #"&%!+%&, .*2/3 !(0"43 '&3!+
4& 5-34&/3 !&.-$!$ )& &(!$/$.+-& + )3 $."0D&2/3 4$,!&!0:)$ ()+/&)+3 )&
,(3!& $!(04 #"34)$!$ ,!0%-$."8 ?!.+ 3/,0 !#2& +. ;/3-+#) 4%):-
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3-"&-)#” – !.3. (0#"3%+ :3 ,3 +'"&.$!(& $.D& 1"/( "! , )3.&#!1/4
) ,3 , !* ,3 * 0&#) ! ,.+&!#&. 0 $ )#, '& 4& $,!&)3 &43%(&!)& + .-+'%&
4$ #$!"3.+!3-+!3.
A$/#&)+*!& )&,$:(& %$/8)+%&=+$))&!& ,+ ,!"&!35+* %0/ #$!"3.+!3-+!3 +
!32)+!3 )814+, %&!$ #$ !$'+ )&:+) /+& 4 42)! ! 3/)0/) ! & +#
;#"/+/;#2 /& ! 5 "/&/ ! 4.3 . J$."+!3 "3'8-!&!+ )& Coca-Cola #$ ("3/3
)& @$-*/&!& 43#"3,+* ( ;< ,3 40-1&! )& !$(&, :3 %$/#&)+*!& „3 $,!&)&-&
$!4&43)& )& "3%-&/&!& + %$/8)+%&=+*!& , %-+3)!+!3 ,+” – #$ 48/+!3 )&
!$5&(&H)+* #"3'+43)! )& %$/#&)+*!&, K$.0"! L4"07. J)3H)+*! /8 )&,-34)+%,
5-) A3)! $!.3-*'(& „ +-)&!& 4+,=+#-+)& + -4 6.!#. 3%, 3"#.!&#&. ,&
!"#$% &' ()%*% +! ,)$-!. .+#%/)$)!+$ *!),%#$+/'($ ,'*0+$,!1$$ +! Coca-Cola
23 „2(. 45$*%+# 67)$8",$”
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#$/$5)&-+ )& The Coca-Cola Company 4& #"3$4$-33 )&?-5$-*/&!& +%$)$/+:3,%&
%"+'& ( &/3"+%&),%&!& +,!$"+*. 0D+*! 8"$% 3 (&-+43) + 4)3,.”9
B$ $!)$H3)+3 )& %$/8)+%&=+$))+!3 %&)&-+ Coca-Cola '&*(*(& )&/3"3)+3!$ ,+
4& "&')$$."&'+ )&:+)+!3 '& 4$,!+5&)3 4$ =3-3(+!3 #8.-+%+, , %$3!$ 4& $!5$($"+
)& #"$/3)*D&!& ,3 + (,3 #$-7"&5/3)!+"&)& /34+?)& ,"34&: „>)&3/, )&#"+/3",
:3 8,#320! )& )&H&!& /&"%3!+)5$(& %&/#&)+* “Open Happiness” )3 ,3 40-1+ )&
)*%$-%$ ,!"&2$!)+ !3-3(+'+$))+ "3%-&/+. F/3,!$ !$(& !$? D3 %$/.+)+"& +
,+-&!& )& ! 0%"!/ #!&.1)#) ! 1"/( "! 3 ,0 !#2, 3/2&/ ) (/&# !
,!/1/ !#4 4 ,!/1/ *%)6 4# # 3-"&-)# # #$0/"$4 (/1 &/
) $!//() $#. /& ,.*## # 3/,-!#3 8#/!!# 3 ! "#.”10
B$,-34)& + (,3 #&% /)$5$ (&1)& !$:%& ( )$(&!& /&"%3!+)5$(& ,!"&!35+* )&
Coca-Cola 3 /+%$! 4 !.&/ ! 4 6!/+&& ! +%*%)6 !#.&/, +%$* *.!/ /&
0/&).(#&."# 4 +/8# "!#&. ,.*##. F+=3-#"3'+43)!0!, %$?!$ $!5$(&"* '&
+)!35"+"&)+!3 /&"%3!+)5$(+ #-&)$(3 )& %$/#&)+*!&, L3)4+ A-&"%, '&*(*(&, :3
)3 ,&/$ %$/#&)+*!& /$13 4& "&'%&'(& +,!$"++ '& /&"%&!& – !$(& /)$5$ 4$."3
/$5&! 4& )&#"&(*! + )3?)+!3 73)$(3. B$!"3.+!3-+!3 3134)3()$ )&#$/)*!, :3
."&)40! Coca-Cola (,0D)$,! #"+)&4-31+ )& !*2 + !3 $#"343-*! )35$($!$
"&'(+!+3. B$ $!)$H3)+3 )& #$(343)+3!$ ( ,$=+&-)+!3 /34++ /&"%&!& '&*(*(& +
13-&)+3!$ * .4/"<#) /& )/"2& ! 0)/*-8.!& ! &.".4#$#/!!#
).3" ,# */ 0/$#8#2& ! +%$* &." ! 8.!!/ +%*%)6 !#..11
+-& + ')&:3)+3 )& 3/$=+$)&-)+!3 -+ ( 96A
J(&!& ($43D+ -& ( !3%8D&!& %$/8)+%&=+$))& -+)+* )& Coca-Cola, D&,!+3!$
+ ,#$43-*)3!$, ,& #"34&43)+ )& (,+:%+ )+(& ( /&"%3!+)5$(+!3 &%!+()$,!+ )&
/&"%&!& )& 5-$.&-)$ )+($, %&!$ #$42$40! 3 -$%&-+'+"&) ( $!43-)+!3. J$."3 3
#0"($ 4& $.0")3/ ()+/&)+3 )& (0#"$,& '&D$ +'#$-'(&)3!$ )& -+ ,0, ,+-3)
3/$=+$)&-3) '&"*4, %&%(+!$ ,& +'(343)+!3 4(& #$-5$"3, 3 (&1)$ ( /&"%3!+)5&
%&!$ =*-$ + '& 96A ,!"&!35+*!& )& Coca-Cola ( :&,!)$,!.
!"#$% &' ()%*% +! ,)$-!. .+#%/)$)!+$ *!),%#$+/'($ ,'*0+$,!1$$ +! Coca-Cola
23 „2(. 45$*%+# 67)$8",$”
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!". 42
M/$=++!3 /$5&! 4& .04&! )&?-#"$,!$ %-&,+7+=+"&)+ ( 34)& ,#+".!
3//)*#! &! +#+&., 0/ /+#&. „#!&.!$#4!/+& ! 5-4+&4/&/” #
"#!#2& „0)#2&!/ – !.0)#2&!/”. 6&"%3!$-$'+!3 )&?-:3,!$ +'#$-'(&!
+#"!# 0/$#!# .,/8##, )$ '& $#"343-3)+ #"$48%!+ ,3 +'#$-'(&! +
)35&!+()+ 3/$=++ (,!"&2, $!("&D3)+3, H$% + 4".) 9 ( 4(&!& ,-8:&* $.&:3 ,3
'&-&5& )& :8(,!(& , (+,$%& +)!3)'+()$,!, !0? %&!$ !3 0)#4"#5 & 4!#, !#.&/
0/-*/(). + #$'($-*(&! /&"%3!+)5$($!$ #$,-&)+3 4& 4$,!+5)3 #$--3,)$ 4$
=3-3(+!3 #8.-+%+. N$'+ #$42$4 3 $,$.3)$ (&13) #"+ /&"%3!+"&)3 )& ,!$%+ '&
(,3%+4)3()& 8#$!"3.&, %&%(&!$ 3 %&!35$"+*!& )& 2"&)+!3 + )&#+!%+!3. N8% +/&
,3"+$'3) )#+3 +&/3 & * +. ) $1".6* ! (#&/4/ !#4/ + 4& ,3 #"3(0")3 (
#"$48%! , )+,%& ,!3#3) )& $.(0"'(&)3 '& #$!"3.+!3-* (commodity). >& 4& ,3
$!-+:+ #"$48%!0!, !"*.(& 4& ,3 +'5"&4+ &,$=+&=+* ,0, ,+-)+ 3/$=+$)&-)+
2&"&%!3"+,!+%+ – !$:)$ '&!$(& Coca-Cola )3 #"$4&(& 5&'+"&)& )&#+!%& , %$73+)
'& !$)+'+"&)3 + 8!$-*(&)3 )& 1&14&!&, & #"+%&)(& #$!"3.+!3-+!3 4& ,+ ('3/&!
„a Coke and a smile” („Coca-Cola + 8,/+(%&”). '%* 4 !.&/ ! .,/8#/! ".!
/&3"#3 3%, 0)/*-3& $ +#"4 4.)/2&!/+&& $ 0)/* 6( . N$(& 3 :3,!$
+'#$-'(&) #"+)=+# #"+ !. )&". „&) !+;/), 8#/!!# ).3" ,#”
(“transformational advertising”), %043!$ #8.-+%&!& 3 #"3)3,3)& (0(
(+,$%$3/$=+$)&-3) (0$."&1&3/ ,(*! :"3' +'#$-'(&)3!$ )& /8'+%&, 28/$" +
+'#$-'(&)3 #"+)=+#& )& )&"&!+(&12.
K&'.+"& ,3, :$(3H%+!3 3/$=++ ,& ,-$1)& #,+2$-$5+:3,%& /&!3"+* + /)$5$
+',-34$(&!3-+ ,!+5&! 4$ +'(314&)3!$ )& "&'-+:)+ !3$"++ '& +'#$-'(&)3!$ )&
3/$=+$)&-)+ -+ ( %$/8)+%&=+$))&!& ,!"&!35+*. N0? %&!$ #"+ #$(3:3!$
!3$"++ ,3 )&.-E4&(&! /3148%8-!8")+ "&'/+)&(&)+*, !3 )3 ,& #"+-$1+/+ )&
5-$.&-)$ )+($. B"+ 96A )& 5-$.&-)& /&"%& %&!$ Coca-Cola /$13 4& .043
+'#$-'(&)& &./)#2& ! .,/8#/! "!#&. #$,.).!#2 (Dimentional theory,
Russell and Mehrabian, 1977), ( %$*!$ 3/$=++!3 ,3 %-&,+7+=+"&! )& .&'&!& )&
&)# #$,.).!#2 #$ $,+!3 „0)#2&!/-!.0)#2&!/”, „4%$(-* -+0/3/7+&4#.”
+ „*/,#!#) !.-/&+&%05#4/+&” („pleasure–displeasure, arousal–calm, and
!"#$% &' ()%*% +! ,)$-!. .+#%/)$)!+$ *!),%#$+/'($ ,'*0+$,!1$$ +! Coca-Cola
23 „2(. 45$*%+# 67)$8",$”
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@!"$5%+! @=5A!+'(!, B.+. 80550
!". 43
dominance–submissiveness” +-+ PAD-!3$"+*). O&"&%!3")$!$ !8% 3, :3
).$-"& &#. + +) 4!#&."!/ -+&/75#4# 4 ) $"#5.! 3-"&-).! 3/!&.3+&
+ :"3' $!43-)+!3 +'/3"3)+* /$13 ( 5$-*/& ,!3#3) * +. 0).*4#*#
0-("#5!#2 /&$4-3 %0/ 4&43)$ 3/$=+$)&-)$ '&"343)$ #$,-&)+3. B"+ Coca-
Cola 3/$=+$)&-)+*! '&"*4 $.+%)$(3)$ ,3 4(+1+ #$82"/ 4 3 &.1/)#2&
„0)#2&!/”, : ) 3&.)#$#) +. +%+ +#"! +&.0.! ! 4%$(-* #
#!&.!$#&.& ! .,/8#2& , 3 3&/ # + !.-&) "! 0/$#8#2 0/ "#!#2& !
*/,#!#) !.&/, 3 &/ 3/,-!#3 8#2& 0/-+3/)/ 0)#3 !2, (.$ *
$ *%"6 4 $)#&."2 – "&':+!& ,3 +'=*-$ )& ,+-&!& )& #0"(+!3 4(3 +'/3"3)+*,
%$+!$ 4& 8(-3%&! #8.-+%&!& + 4& ? 4&4&! 3/$=+$)&-3) /$!+( '& ,&/$,!$*!3-)$
"3H3)+3 ( !0",3)&!& $! /&"%&!& #$,$%&.
;#3-+!3 '& D&,!+3!$ + ,#$43-*)3!$ ( 96A )& Coca-Cola
N8% D3 "&'5-34&/3 )*%$+ $! )&?-+)!3"3,)+!3 , )3.&#!1/4# 3!/+&#,
$,0D3,!(3)+ $! Coca-Cola )& "&'-+:)+ #&'&"+. G& .&'& #"+/3"+!3 D3 .04&!
+'(343)+ 3"<5/4# $! 8#, , %$+!$ 3 #"34&43) -& '& D&,!+3!$ + -& '&
,#$43-*)3!$ + $!%"+!$,!!&.
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#"34&43) -0! '& D&,!+3!$, 3 4.)( "!/&/.
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/&"%3!+)5$(+ %&)&-+ – %&!$ '&#$:)3/ $!
"3%-&/+!3 + ,!+5)3/ 4$ 3!+%3!+!3 )&
#"$/$=+$)&-)+ .8!+-%+. B"+ "3%-&/+!3
%$/8)+%&=+*!& ,3 $,0D3,!(*(& #$,"34,!($/
,-$5&)& +-+ , #$/$D!& )& !&5-&?). >& #"+/3"
/$13 4& +'#$-'(&/3 %&%!$ #3:&!)& "3%-&/&
((-*($), !&%& + !3-3(+'+$)3) ,#$! ( !.
"#$%&'()&*+& ,-&$.!(+&/, 0&+1$+&/% 213
!"#$% &' ()%*% +! ,)$-!. .+#%/)$)!+$ *!),%#$+/'($ ,'*0+$,!1$$ +! Coca-Cola
23 „2(. 45$*%+# 67)$8",$”
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@!"$5%+! @=5A!+'(!, B.+. 80550
!". 44
+1 ,. (4(%. -(2$1'&).
F 4&43)&!& '& #"+/3" #"+)!-"3%-&/& -0! '& D&,!+3!$ ,3 4$#0-(& $! +43*!&
'& 84$($-,!(+3!$. @.*/!#+!/&/ /&!/>.!#. 3%, 6#4/& ($! 5"0=%+:
PQRS [hTdonT] "84$($-,!(+3") 3 2&"&%!3")$ '& /&"%3!+)5$(+!3 #$,-&)+* )&
Coca-Cola. N$ ,3 $#"343-* %&%!$ $! '&4&43)&!& ."&)4-7+-$,$7+* (4& ,3
)&,-&14&(&H )& #"$,!+!3 84$($-,!(+* ( 1+($!&), !&%& + $! ,&/+* 2&"&%!3" )&
/&"%3!+"&)+* #"$48%!. G&#+!%&!& 3 .0"'$$.$"$!)& ,!$%&, %$*!$ )3 #"+,0,!(&
,"34 '&40-1+!3-)+!3 :$(3H%+ #$!"3.)$,!+, & :3,!$ 3 +/#8-,+()& #$%8#%&.
B$"&4+ !&'+ #"+:+)& 8 #$!"3.+!3-* !"*.(& 4& ,3 +'5"&4+ 0).*+& 4 & , 5.
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9 +&#.. N8% ,3 '&.3-*'(& /&"%3!+"&)3!$ )& 2&"&%!3"+,!+%+ $! #0"($ )+($ )&
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)$ =(3!$(3!3 ,& 2&"&%!3")+ + '&
!3-3(+'+$))+!3 ,#$!$(3 ( !. Happiness
Factory 3 & History of Celebration
"#$%&'()&*+&%( ,-&$.!(+&/). J$%&'&)$ 3,
:3 2)3#&. 84.&/4. 4"#22& 0/$#!/ !
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)3#"+*!)$!$ ("3/3 + „,+($!$” )&,!"$3)+3.
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23 „2(. 45$*%+# 67)$8",$”
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!". 45
F !&'+ "3%-&/& 3 ()8H3)& + )/"2& ! (-&#"3 & Coca-Cola 3 &/
4%">.(!/ +).*+&4/ $ 0/(.* ! * 0.+#,#$, . 6+!$-$5+'+"&)3!$ )&
)&#+!%&!& 3 )&:+) 4& ,3 '&,+-+ 3/$=+$)&-)$,!!& )& #$,-&)+3!$. N8% Coca-Cola
/$13 4& ,3 "&'5-34& %&%!$ 3 &/ 4%">.(!/ +).*+&4/, & 3 # 3 &/ 1.)/7 –
!.3. #"$48%!0! ,3 #$,!&(* ( =3)!"&-)&!& )&"&!+()& "$-*. C,)$()& "$-* )& 53"$*
3 4& #$440"1& "34& %&!$ ,3 #"$!+($#$,!&(* )& 2&$,&14. Coca-Cola (0'("0D& "34&
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,(3!&) %&!$ $(-&4*(& 2&$,& + #$.314&(& „/)$5$."$?)+!3 '-$43+” (,+(+!3
.8"3)$,)+ $.-&=+).
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Cola. J& ('3/3/ '& #"+/3" #$,-34)&!& !"3!& "3%-&/& $! ,3"+*!& “Happiness
Factory” ( !. "#$%&'()&*+& ,-&$.!(+&/). N8% /$13 *,)$ 4& ,3 (+4+ )/"2&
! (-&#"3 & Coca-Cola 3 &/ , 1#5.+3/ +).*+&4/. F )&:&-$!$ )& ,#$!&
8/$"&!& + ,%8%&!& (#"34&43)+ :"3' )3(3".&-)+* ')&% )& #"$'*(%&!&) ,&
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3/#&/ + ".+!/ ) $0/$! 4 .,# /& ) $"#5!#&. 3-"&-)#. !$(& ,3
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23 „2(. 45$*%+# 67)$8",$”
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!". 46
o N$(& ! "#$%&'() !"!#$%& '(! !&!)! ('. *$+,!'&-$ (! Coca-Cola
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&,& 0 ")-! „Coke Creatures - Yeah Yeah Yeah La La La”, !.
"#$%&'()&*+& ,-&$.!(+&/).
o )64'5%(% !'! ") $/$ & $ &.#!.&-$, (! :! -&$-): '$,)%&&-$ 0
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23 „2(. 45$*%+# 67)$8",$”
9:;4, 4!#%8)! „4'*0+$,!1$< $ ()=-,$ " '>?%"#(%+'"##!”
@!"$5%+! @=5A!+'(!, B.+. 80550
A-#. 47
2009, +!'"!(&8-! „Open Happiness” $ #!.#!/)-$(! 03#>1 &%$8-!, <$ „%)#& &
"#)/,$'&-$ & -#$ ! 0 ')%$#()-) $4$%($0&$ 0 $ ):$ 0 $+& %$( &'!
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4&0)-!.” C) -).& (!<&( )/8 (80! +!'"!(&8-! D4) @#&")%&, $%&( )- '!#+$-&(2
%&#$+-)#&-$ (! The Coca-Cola Company. E 0$( ")+!(! +3' "1/,&+&-$
+!'"!(&8-! &'! & %#12! ")-0!4(! #),8 – %! ").&5&)(&#! "#)%1+-! 0 &(>#)(
!"$,! .! :! -&$-). „@!.& ()0! +!'"!(&8 (!")'(8 (! >)#!-!, <$ Coke "' %0'
,#!-&%0% !-' )%&25 )'0 % 4%$%"&! '! ' ."!7!.(, 5+<(+ ') !
!+$*+-').”, )/8 (80! @#&")%&15.
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&+)()'&<$ +!-! +#&.! $ '()2) ")-8 () &.#!.$(!. A")-3-, #$!,&.&#!( 0
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%1'&-$ (! '34! ?&21#&#! ?#!.!-! „… most people will say what a bad moment
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) -!(!,&-$ '!#+$-&(2)0& !+-&0() -& ($ ! )#&$(-&#!(& 0 3:!-! ") )+! –
#!./&#! $, -$ ! <! - )- $%(! )/:! &(-$2#&#!(! '!#+$-&(2)0! -#!-$2&8 & 5$,8-
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– ="!(+" +(+ ,2#"! .("+ ,+ ;6($+& " >?@. H!-) $%&( )- (!7-2),$'&-$
")( )#& (! 3/&-&$-) Coca-Cola $ -!#!$ %! +!"&-!,&.&#! -!.& '!#+$-&(2)0!
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23 „2(. 45$*%+# 67)$8",$”
9:;4, 4!#%8)! „4'*0+$,!1$< $ ()=-,$ " '>?%"#(%+'"##!”
@!"$5%+! @=5A!+'(!, B.+. 80550
A-#. 48
&(0$ -&5&8 (! 0 &<+& (&0! 0 +)'1(&+!5&8-! &, +!-) )/03#4$ ") ,!(&8-! +3'
"1/,&+!-! -$'!-! .! ?1-/),! & :! -&$-) (! ?$()0$, &2#!<& & 0 &<+&
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030$%$(! (! "3#0& $-!" 0 -$,$0&.&)((&8 ")- „History of Celebration”, +)7-)
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:! -&$-) & )- 0+!#!(&8 2), -!(5. @1+ ?1-/),(!-! -$'!-&+! $ ")- +)#)
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")+!4$ +!+ &.#!.80! :! -&$-). I! "$5&!,() /#!(%&#!(&8 YouTube +!(!,
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#!./&#!($ .! „"#!.(10!($-) (! :! -&$-)”. C) -).& (!<&( "1/,&+!-! $ 030,$<$(!
%)"3,(&-$,() +!-) $ .24-%"% ,+4'('" % !)+9'1 & $ "#$%!0!- %&#$+-()
%,!&'(! 4% 3%.('!(+ ' .,+-!&1 !(+ '1 %#12&-$.
YouTube 01+1$2% +1 Coca-Cola ( 3,(4&1$+. 5-1+)&-1+, 61 )1 &+%(7-&-1 %(0#8&%(
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23 „2(. 45$*%+# 67)$8",$”
9:;4, 4!#%8)! „4'*0+$,!1$< $ ()=-,$ " '>?%"#(%+'"##!”
@!"$5%+! @=5A!+'(!, B.+. 80550
A-#. 49
>2$71-30&/% 31*% +1 '1-01%1 328. 3,16 1 7$.51$+1%1 &6&/
*!./&#! $, ?1-/),(!-! -$'!-&+! $ 030$%$(! 030 0 &<+& -#!%&5&)((&
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$-&+$-&-$ (! /1-&,+&-$. E ()0$( $,$'$(- (! +!'"!(&8-! „E-0)#& "3- (!
:! -&$-)” $ &(-$2#&#!( %)#& 0 >&'(! (! A0$-)0()-) "3#0$( -0) – 0 &(-#)-) (!
"$ $(-! $ <10! ").(!-!-! '1.&+!,(! -$'! )- "$ $(-! „Open happiness” ( !.
"#$%&'()&*+& ,-&$.!(+&/).
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% .,+#( ' .2$'('1 . 0&+$%& + 4 %:! '!, +!+30-) $ ,1<!8- &
E,&'"&7 +&-$ &2#& 030
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&2#&-$, +3%$-) 0)%$:! /$ &%$8-! .! ")%$,$()-) .!/!0,$(&$ ( !.
"#$%&'()&*+& ,-&$.!(+&/). G "!#-(J)# -0) !'$#&+!( +&8 -$,$0&.&)($(
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23 „2(. 45$*%+# 67)$8",$”
9:;4, 4!#%8)! „4'*0+$,!1$< $ ()=-,$ " '>?%"#(%+'"##!”
@!"$5%+! @=5A!+'(!, B.+. 80550
A-#. 50
+!(!, NBC '!#+!-! 3.%!%$ .,!9'%& % .!59'1 " .%<(% % )!-'1(%,
") 0$-$( (! E,&'"&!%!-!, +3%$-) /8>! 3/#!(& „)+)! (' % 3%.('!” ,#'
,+$!-%(% % #%4&': ' .,+#('.('16. F."),.0!(&-$ #!.,&<(& '!#+$-&(2)0&
+!(!,& -1+ %)+!.0!-, <$ Coca-Cola $ -#$'& %! &(-$2#&#! $%&((& ") ,!(&8 030
0 &<+& !+-&0() -& )- $%&( '!#+$-&(2)0 5&+3,. A%5% +( .,+ .+#.("%(%
)+0%( -% .! '4"&!5%( -+.(% ,+-0+&!)' ,+4'('"' 4% ,#+-65(+"'1
')'-7.
F 0 %0$-$ ") )<$(& ")#-(& +!'"!(&& 0$<$ $ .!/$,8.0! $#&).() )/03#.0!($
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=,+-!&! +.((% ' +$36"% !(+ ! %#12&8- +,K<)0 !"$, 0 +)'1(&+!5&)((!-!
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23 „2(. 45$*%+# 67)$8",$”
9:;4, 4!#%8)! „4'*0+$,!1$< $ ()=-,$ " '>?%"#(%+'"##!”
@!"$5%+! @=5A!+'(!, B.+. 80550
A-#. 51
% !)+9'1(% .#!- ,#'1(!&' – -!+! )5&!,(&8- !+- .!.%#!080! 0#3.+&-$ &
.! &,0! "#&8-$, -0)-). D#12! 03.')4() - $ ")%$,8($-) (! :! -&$-) .
%,2& + !,+4 %('. @)0! 3:) $ <$ -) #$:!( ')-&0, +!-) Coca-Cola $
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&.,$.$ )- 0&#-1!,(&8 08- (! &.+1 -0$() )/:10!($ & %! $ .!").(!$ ')'<$,
+)$-) %! &.2#!%& #$!,$( #!.2)0)# & "#&8-$, +) )-()9$(&$.
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1 $:!($, &'0),() "#$%!%$() <#$. -!-1&#!(!-! >&'&+!, /1-&,+! Coca-Cola (!
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23 „2(. 45$*%+# 67)$8",$”
9:;4, 4!#%8)! „4'*0+$,!1$< $ ()=-,$ " '>?%"#(%+'"##!”
@!"$5%+! @=5A!+'(!, B.+. 80550
A-#. 52
?,!&2( 4% .,+-!&1 !(+ $
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/1+0!,() „)-0!#8 "3- (! :! -&$-)”, +!-) "#& -)0! 1<! -(&5&-$ ")%$,8-
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23 „2(. 45$*%+# 67)$8",$”
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@!"$5%+! @=5A!+'(!, B.+. 80550
A-#. 53
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T&-&#!(! ,&-$#!-1#!:
1 The Chronicle of Coca!Cola: http://www.thecoca
colacompany.com/heritage/chronicle_birth_refreshing_idea.html
2!"#$%&%'%()*$+!#!%,*-.#.+!/!&%0'+&)$#!.+!Interbrand,!0+0$%!)!.+!!http://www.interbrand.com/!!
3!Best Global Brands 2009, http://www.interbrand.com/images/studies/ 1_BGB2009_Magazine_Final.pdf
4!1%!&+..)!.+!0%23+.)*$+!4+!3+4+5.)!35%67/+.)*!Datamonitor,!http://www.datamonitor.com/!
5!84$%7.)0:!Zenith!International!
6!9+:$+.&;)#/,!<5)-$%.!!"#$%&'( ) #*+,"$&"-" +%$.&'+"/'(. 0%12#*3"#*4*&". =.,!=)#'+,!2006,!-.!206
207!
7!Kotler,!Philip!et!al.!Principles of Marketing, 4
th European Edition.!Prentice Hall,!2005,!p.!66!
8!Coca1Cola Lays Out Its Vision for the Future at 2010 Meeting! !Advertising!Age!–!News,!!
http://adage.com/article?article_id=140664!!
9!Ad Council Remarks,!Muhtar!Kent:!http://www.thecoca
colacompany.com/presscenter/viewpoints_kent_ad_council.html!
10!Remarks at the Investor and Analyst!Event,!Muhtar!Kent:!http://www.thecoca
colacompany.com/presscenter/viewpoints_kent_ir_event.html!
11!Coca1Cola Lays Out Its Vision for the Future at 2010 Meeting! !Advertising!Age!–!News,!!
http://adage.com/article?article_id=140664!
12!Stewart!D.W.!J.!Morris!A.!Grover!(2007)!“Emotions in Advertising,” in!The SAGE Handbook of Advertising ,!
eds.!Dr.!Gerard!J.!Tellis!and!Prof.!Tim!Ambler,!London!Sage!Publications.!2007!
13!9+:$+.&;)#/,!<5)-$%.!!"#$%&'( ) #*+,"$&"-" +%$.&'+"/'(. 0%12#*3"#*4*&". =.,!=)#'+,!2006,!-.!204!
14!9+:$+.&;)#/,!<5)-$%.!5*#%' ' +#"6")'/' ) #*+,"$"-". =.,!=)#'+,!2007,!-.38!
15!Open Happiness Press Release,!21
st!January!2009:!http://www.thecoca
colacompany.com/presscenter/presskit_open_happiness_press_release.html!
16!Vancouver 2010 Olympic Games!Press!Release,!25
th!January!2010:!http://www.thecoca
colacompany.com/presscenter/nr_20100125_vancouver_olympics.html!
17!Happiness Machine Wins CLIO Award!Press!Release,!28
th!May!2010:!http://www.thecoca
colacompany.com/presscenter/nr_20100527_happiness_machine_clio.html!
18!The Coca1Cola Company’ s Online Social Media Principles: http://www.thecoca
colacompany.com/socialmedia/TCCC_online_social_media_principles.pdf
19!1%!0%53%5+$)/.)!&+..)!4+!2.!=#3$#2/5)!2009!(.,!35#&-$+/#.)!.+!0%.(5#-+!iStrategy:!
http://www.slideshare.net/iStrategy/coca colas social media strategy!
20!The Big Money Facebook 50: http://www.thebigmoney.com/slideshow/big money facebook 50 1
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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!21
!Burson Marsteller.!Global Social Media Checkup: http://www.slideshare.net/BMGlobalNews/global social
media checkup
22!Coke's 'fans first' approach in social communities,!iStrategy!2009:!http://www.slideshare.net/iStrategy/coca
colas social media strategy
23!Expedition 206 Press!Release!#2,!16
th!November!2009: http://www.thecoca
colacompany.com/presscenter/presskit_expedition_206_press_release2.html!
24!Expedition 206 Press!Release,!21
st!October!2009: http://www.thecoca
colacompany.com/presscenter/presskit_expedition_206_press_release1.html!
25!<5)-$%/,!>+/&+5.!78*94")"&* ' ),'(&'*. =.,!=)#'+,!2008,!-.!162!
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B?C?D<E? ? CFGE?B?:
9+/+4+0),!?+@.!:"+ 4" 2%8;#+"-* +%&+.#*&-'-* 6'.!!=.,!Princeps,!1998!
9+:$+.&;)#/,!<5)-$%.!5*#%' ' +#"6")'/' ) #*+,"$"-". =.,!=)#'+,!2007!
9+:$+.&;)#/,!<5)-$%.!!"#$%&'( ) #*+,"$&"-" +%$.&'+"/'(. 0%12#*3"#*4*&". =.,!=)#'+,!2006!
A+@0%/,!B&5+/0%.!PR.<*=&%,%>'( &" .62*=".!=.,!C+52%.,!2003!
<5)-$%/,!>+/&+5.!78*94")"&* ' ),'(&'*. =.,!=)#'+,!2008!
!
Brogan,!Chris!and!Smith,!Julien.!Trust Agents. John!Wiley!&!Sons,!2009
Flew,!Terry.!New Media. An introduction.!3rd!Edition.!OUP!Australia!and!New!Zealand.!2007!
Huberman,!Bernardo.!Social Attention in the Age of the Web ) Working Together or Apart: Promoting
the Next Generation of Digital Scholarship.!Council!on!Library!and!Information!Resources,!
Washington,!2009!
Kotler,!Philip!et!al.!Principles of Marketing, 4th
European Edition.!Prentice Hall,!2005!
Tellis,!Dr.!Gerrard!J.!and!Prof.!Tim!Ambler.!The SAGE Handbook of Advertising.!Sage!Publications,!
2007!
!
AdAge!Online!Magazine:!http://adage.com/!!
Coca Cola!Multimedia!Press!Office:http://openhappiness.digitalnewsagency.com/
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