Marketing and Advertising History of Coca-Cola Essay

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ATLANTA & ARMONK, N.Y.--(BUSINESS WIRE)--Dec. 10, 2001
Powerful Knowledge Management System Gives Coca-Cola Employees
Worldwide Online Access to a Century of Coca-Cola Company
Marketing and Advertising History
IBM and The Coca-Cola Company announced today that Coca-Cola is leveraging IBM's most advanced digital asset management technology to create a powerful resource for managing archival information.
The new Coca-Cola digital media system makes a century's worth of corporate marketing and advertising icons available at the desktop through a worldwide internal network, allowing Coca-Cola employees to more easily access and use the material for future projects.
Until now, only a small handful of media companies have attempted such an extensive digital asset management system, and those efforts have focused primarily on video. However, this new system combines distinct libraries of text, still images and video to build an integrated digital archival library, which is then made available as a business tool to Coca-Cola associates in more than 200 countries.
With the capacity to manage millions of items, the Coca-Cola digital system is a common location for storing, updating, managing and disseminating these historical assets online. The system improves communications and collaboration by giving users a powerful, online research tool that can easily search, organize, distribute and share the historical information.
The new digital management system currently includes tens of thousands of video clips, photographs, and many of The Coca-Cola Company's most famous marketing and advertising icons, from Norman Rockwell's Americana imagery to the famous "Coca-Cola Hilltop" television commercial featuring the memorable "I'd like to Buy the World a Coke" jingle. It also includes important internal documents, press releases, policy statements and key marketing campaigns for such showcase events as the Olympic Games, FIFA World Cup and Super Bowl.
The Coca-Cola digital archival materials are organized across three separate libraries: an image library, with more than 9,000 graphical images; a document library, with more than 7,000 text documents; and an advertising library, which ultimately will contain more than 25,000 television ads and corporate videos. Current Coca-Cola advertising and marketing materials are automatically stored in digital formats and then will be added to The Coca-Cola Company's digital archive to ensure an ongoing historical record.
The Coca-Cola digital archives are built on a foundation of IBM's Content Manager, Lotus Notes and Lotus Domino software. A team of IBM Global Services project managers, application developers, Web designers and systems integrators worked jointly with Coca-Cola and drew from expertise, products and technologies from across the world's largest information technology company.
How It Works
For example, if a Coca-Cola advertising team is working on a new "holiday" campaign, a team member can search the Digital Archives for "holiday" or "Christmas" or "Santa Claus" ads, and pull up the entire spectrum of print and video advertisements created on the
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