Rashida
According to Business Insider, the Coca-Cola logo is recognizable by a staggering 94% of the world’s population! This makes it one of the most widely-recognized brands in the world. How has Coke achieved such wildly successful brand recognition? There’s no one secret ingredient, but the creative slogans are definitely a big part of the recipe.
Keeping Updated
Their current slogan in the U.S. is “Taste the Feeling,” but if you’ve been watching since 2015 or earlier you know they have had other slogans. Over the years, Coca-Cola has had a total of 48 different slogans! Regularly updating slogans helps keep their brand fresh and relevant. Coca-Cola is also very aware of consumer preferences and global trends. Their chief marketing officer said they wanted to show that Coca-Cola is for everyone with their “Taste the Feeling” slogan. This slogan became the first to be used for marketing all Coca-Cola products, like Diet Coke and Coke Zero.
Translations Matter
Changing slogans with the times is not all that Coke has done to achieve global precedence. They have also accomplished something few brands do: accurate slogan translation. While the American slogan usually remains in English for countries that predominantly speak English, Coke has translated its logo for different languages in different countries. For example, in Spain it is Siente El Sabor, in Pakistan, it is Tadını Çıkar, and so on for different countries with other primary languages.
Generally, the translation equates to the English version of their slogan, but taking the time to translate it well makes all the difference. While there may not always be a word to word translation, Coke captures the essence of their slogans in languages all around the globe.
