What is the brand personality of Coca Cola

This morning I was really pissed off.

Some wankers just took a grey slim drill off my BMW X5.

It goes without saying that some people needs to grow up.

That tiny thing is not sellable after all.

You can’t sell it on eBay.

As I was looking at the black front of the car – well, it can do without it anyway.

Needless to say, I bought the same set online.

Hopefully it will fit well and nicely.

Here in my county, Maidstone.

There has been a lot of changes since the pandemic.

Retail shops had begun closing.

Businesses going bankrupt.

It smells a doom and gloom for offline retailers – so to speak.

Nevertheless, they do online as well, so they might survive in the long run.

Years ago, I was approach by a client about his marketing.

He went to the office.

He looks like a dashing debonaire to me with a green spotted tie and an orange.

Not really my kind of fashion.

His tone was more like from an outreach of Liverpool.

Well, scouse to be precise.

And he projects a man that has something to share to the world.

As he walked on those narrow stairs.

it cricked as he walked silently like a squeeking mice.

Then finally, he entered the room and introduced himself.

My name is Vlad Polietski, and I would like to inquire regarding marketing, he said.

Come in, I replied.

Let’s talk about your business and how may I help you.

I gave him the brief and some questionnaires.

He answered it painstakingly very well.

Then I had a rough idea about how I may of service to the young man.

Vlad, I said.

There are many thing sthat we should discuss.

But first, let me tell you more about branding.

When it comes to branding, there is no better example than the giants of marketing itself.

Coca Cola.

Here’s what’s happens next …

Are you aware of just how powerful color is in marketing and advertising?

Just imagine your favorite brand and how different it would look and feel if other colors were used.

Color isn’t a strictly visual element; it’s very psychological and can trigger different feelings and emotions in the […]

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Coca Cola

Are you aware of just how powerful color is in marketing and advertising?

Just imagine your favorite brand and how different it would look and feel if other colors were used.

Color isn’t a strictly visual element; it’s very psychological and can trigger different feelings and emotions in the human body and mind.

Choosing a color for your logo or brand is not something to be taken lightly.

The color you choose can play an integral part in the success of your product.

You need to ask yourself how you want your audience to feel and what kind of emotions you are trying to bring out with your branding.

Let’s take a look at one of the most well-known and instantly recognizable brands in the world: Coca-Cola.

Coca-Cola is famous for its white scripted text on a distinct bright red background.

The color red in marketing portrays power, excitement, energy and passion.

It also stimulates the appetite, which makes it an excellent choice when branding food or drink.

Studies have also shown the color red can trigger impulse buys (which is a great trait for any product if you are the manufacturer).

The white swirling letters also simulate passion.

White is viewed as a brilliant color, making it perfect for signage due to its eye-catching qualities.

There was a time in the 1980s when “Coke” was struggling a bit with brand recognition.

They had released Diet Coke and Cherry Coke, and the lack of consistent colors coupled with the scripted Coca-Cola logo being replaced with a block-like Coke logo caused these different flavor variations to be seen as competition instead of all in the same cola family.

It was also found that there were variations in Coca-Cola’s “one true red.”

The color differed from country-to-country, state-to-state and even from store-to-store!

Once these issues were dealt with, the Coca-Cola family became consistent in its branding and continues to rank as the world’s most popular soda. 

It has been reported that 94% of the world’s population recognize Coke’s red and white logo, and Coca-Cola has claimed that its name is second to “okay” as the most understood term in the entire world!

At least I’ll be able to ask for a Coke if I’m ever stranded in Puerto Rico.

Have you heard of the Pepsi Paradox effect?

Pepsi regularly beats Coke in blind taste tests, but once people know what they’re drinking, they choose Coke over Pepsi.

The “brand” gives Coke an edge over Pepsi.

Coke’s colors and advertising campaigns have given people a subconscious loyalty to the Coca-Cola brand.

Coke’s red and white combination has also spurred one of the strangest myths I’ve heard, regarding an extremely popular character known around the world as Santa Claus. 

It has been rumored that Coca-Cola “invented” Santa Claus as we know him today– wearing a red suit outlined in white trim.

This myth has been debunked, as there are multiple images of Santa Claus in red and white predating Coke’s first Santa Claus advertisement in 1931.

Coca-Cola can be credited with popularizing Santa Claus in a time before color was regularly used in media.

Coke also humanized Santa with certain physical attributes that we still use today (rosy cheeks, large and jolly build, twinkling eyes, etc.).

To this day, Coca-Cola is synonymous with winter and Christmas due to advertisements portraying Santa and, more recently, white polar bears.

I fondly remember the polar bear ads during the 1994 Winter Olympics.

Would Coca-Cola have been as successful had they chosen different colors for their logo?


Between 1894 and 1913, free samples of Coca-Cola were distributed to the public.

During those years, approximately 1 out of every 9 Americans had sampled a free Coke!

Now that’s good marketing!

The Coca-Cola brand was estimated to be worth $56 billion in 2014, fourth most in the entire world.

There’s certainly a chance that the soft drink would have been just as popular in “Pepsi-Blue” packaging.

But the smart money says that Coca-Cola knew what it was doing when they branded their product.

Color is an incredible force, and Coca-Cola used it to its advantage.

Did you know how important color is to a marketing campaign?

If you had to choose between Coke and Pepsi, which would you choose, and why?

Are there any Coca-Cola ads that have stuck with you for years?

All of this writing has made me thirsty…anyone in the mood for a Coke?

In Conclusion

Big brands like Coca Cola uses colour and use it to their advantage.

Colours do affect the customer engagement.

What about you dear readers.

Are you aware of the colours you are using on your website?

Does it projects trustworthiness?

Or does it says ” I’m not trustworthy enough.

Have a closer look at your branding, maybe you have an idea how to improve it.

OK, I think that;s about it for today.

Till next issue …

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Roland Millaner