Coca-Cola Folio Required Techniques and Equipment

Techniques

• Dark field glass photography.
• Hyperfocal distance for landscape.
• Essential Photoshop editing.
• Lighting ratios.
• Perspective correction for architecture.
• Camera movements (tilt and shift).
• HDR capture and processing. 
• Image stacking

Equipment

• Camera
• Long lens for any product shots in studio.
• Wider lens for landscape and architecture.
• Flash.
• Black perspex for studio glass shots.
• Old fashioned glass coke bottles. 
• Diffusers and reflectors
• Tripod
• Camera remote.
• Triggers.
• Chrome object
• Models.

Coca-Colas Target Market

Coca-Cola’s target audience is pretty much everyone. Their goal is to make their drinks available to anyone, anytime, anywhere.

http://gavinpsmith.com/images/stories/Academics/25-5billioncasesworldwide.jpg

Granted their fun, witty, bubbly and colourful advertising campaigns are probably more marketed towards teens through to the early 30s market, Coca-Cola works hard to ensure that their campaigns alienate the smallest portion of the demographic possible.

Below is a listing from the http://www.coca-colacompany.com/ website of the brands Coca-Cola represents. Many of them I have never heard of or seen. They pretty much have a drink for everyone, and even have a team of people working constantly on the next big thing. 

Aquapure Aquarius Bacardi Mixers * Bacardi Premium Mixers * Barq's Barrilitos Beverly Bright And Early caffeine free Barq's caffeine free Coca-Cola caffeine free Coke light/Diet Coke Campbells Cascal cherry Coke Chippewa Citra Coca-Cola Coca-Cola Zero Cumberland Gap DANNON * DASANI Delaware Punch diet Barq's Diet cherry Coke Diet Coke/Coca-Cola light Diet Coke/Coca-Cola light with Lime diet Fanta diet Inca Kola diet Mello Yello/Mello Yello Zero Diet NESTEA * diet Vanilla Coke

Dr Pepper Evian Fanta Five Alive Flavor Rage Fresca Fruitopia FUZE Georgia glacéau smartwater glacéau vitaminwater glacéau vitaminwater zero Gold Peak H2OK Hi-C Honest Illy * Inca Kola Java Monster Juan Valdez Krest Lift Master Chill Master Pour McCafe Mello Yello Mezzo Mix Minute Maid Minute Maid Enhanced

Minute Maid Juices To Go Minute Maid Soft Drink Monster NESTEA * NESTEA COOL * Northern Neck NOS Odwalla Peace Pepe Rico Pibb POWERADE POWERADE LIGHT POWERADE PLAY Red Flash Simply Orange Smart Sokenbicha Southern Sun Sprite Sprite Remix Sprite Zero/diet Sprite/Sprite light Sunfill TaB Vanilla Coke VAULT Vegitabeta Worx Energy Zico

http://static5.businessinsider.com/image/4f4be4baeab8eac93800002d/coca-cola.jpg

Each of these brands will have their own target market and specific advertising campaigns. For example Diet Coke is very much advertised towards women as demonstrated by the two add images below.

https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiAMdKz48e1gmSbtHXTypG7l24bWOLQRkiNJ8W6Pv5zQxvK676G-919glvRc4yUMmy5x7mdmkRup4sGF4rP7qiHZLbp-rTKHgkTryboreyyn7ztAiB_rf-2eRRhYPHZbv9m2ccbrgEbJrwM/s1600/DietCoke.jpg

http://resources2.news.com.au/images/2013/01/30/1226565/188246-diet-coke.jpg

To sum up Coca-Cola's target market is all of us. There is pretty much no part of the worlds population which isn't within their sights. They have flooded the market with so many new and different products that there is something for everyone. Clever...

A Brief Look at Coke's Advertising History

Coca-Cola didn’t become the most recognised trademark in the world by magic. The company has marketed itself to all demographics and it has done an extremely good job of it. From the outset Robert Woodruff the president of the company in 1919 stated that his goal was to make ice cold Coca-Cola available to anyone, any time, any where.

From reinventing Santa Clause to partnering with celebrities and artists Coca-Cola has grabbed the attention of all walks of life throughout the globe. Coca-Colas advertising has been so successful that it has contributed to and even written parts of the worlds pop culture.

Many of Coca-Colas advertising campaigns focus on holidays feeling happy and positive. It pushes the message that if you drink coke you’ll feel good and be happy.  It encourages people to be spontaneous and live life to the fullest with a coke.  

In the early 1930s Coca-Cola started using what is now knows as the modern Santa Clause in their ads. A fat jolly man in a red and white suit drinking coke. This was an extremely cleaver move.  Not only did it invoke thoughts of the holidays, family and having fun, it embedded the message into your subconscious that coke and Christmas went hand in hand. 

Throughout the years Coca-Cola has also pressed the message that coke is refreshing and best enjoyed cold. One of the more successful advertising campaigns which appears to still be going, is the animated polar bears. The bears are often pictured chasing or enjoying the refreshing taste of coke.

Overall Coca-Cola is one of the most persistent and loved brands on the planet. Their advertising has always been bold exciting and fun. There campaigns appear to be working as the they are one of the most successful companies in history. 

Michael Jordan : http://4.bp.blogspot.com

Coke Santa: http://d1lwft0f0qzya1.cloudfront.net/

Coke Polar Bears: http://www.presidiacreative.com/

Coke Truck: http://www.cocacolaozarks.com/

Brief History of Coca-Cola

• Invented by pharmacist John Pemberton in 1886 in Atlanta USA. 
• Mixed with carbonated water and sold for 5 cents a glass.
• Pemberton's accountant Frank Robinson came up with the name Coca-Cola and even designed the famous trademark text.
• During its first year Coca-Cola sold an average of 9 drinks a day.
• In 1888 Pemberton sold the secret recipe to a business man called Asa Candler. 
• Candler built a corporation to produce and distribute Coca-Cola. He came up with countless ways to market the product.
• He came up with the idea of delivering the syrup in barrels painted red to be distinctive and unique.
• For years only available in soda fountains. Until Benjamin F. Thomas and Joseph B. Whitehead convinced Candler to sell them the bottling rights. Candler sold them the rights to bottle for just $1. He didn't however sell them the recipe and they would have to purchase the syrup from him.
• Coca-Cola was so successful in bottles that competitors tried to cash in on their success with similar named drinks etc. So in 1916 the bottlers came up with the Coca-Cola "contour bottle". People could then be sure they were getting the real thing. 
• The "contour bottle" was so unique it became instantly famous.
• in 1919 Candler sold the company to a group of investors. Robert Woodruff became the president of the company.
• Woodruffs goal was to make ice cold Coca-Cola available to anyone, any time, any where.
• Bottling plants soon begun to pop up all over the world.
• Coca-Cola became the first truly global brand.
• Over 100 yrs later the recipe is still a closely guarded secret. 
• Coca-Cola is the most recognised trademark in the world.
• It is in over 200 countries.
• Company has 3500 products worldwide.
• Coca-Cola once contained an estimated nine milligrams of cocaine per glass. In 1903, it was removed.
• The actual production and distribution of Coca-Cola follows a franchising model. The Coca-Cola Company only produces a syrup concentrate, which it sells to bottlers throughout the world, who hold Coca-Cola franchises for one or more geographical areas. 
• Coca-Cola's advertising has significantly affected modern culture.
• 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"
• The Coca-Cola Company purchased Columbia Pictures in 1982, and began inserting Coke-product images into many of its films. 

http://www.coca-colacompany.com/ (image and history)

http://en.wikipedia.org/wiki/Coca-Cola (history)