Coca-Cola Case Study

I will be using two research techniques to execute my project. This first of these is a case study.

I have chosen to analyse the sonic branding aspect of Coca-Cola's popular 'Open Happiness' advertising campaign. Coca-Cola have a very successful history with regards to sonic branding however, this history is far to expansive to analyse in the time I have available. Therefore, the case study will focus on the more recent aspects of the brand's sonic branding. 

The case study will examine Coca-Cola's advertising during major world events such as the 2010 World Cup and the London 2012 Olympics. It will also analyse the 5 note sonic logo that Coca-Cola insist on including within their music. 

Here is an example of the type of advertisement the case study will be focusing on. This is Coca-Cola's advertising campaign for the 2010 World Cup in South Africa in which they acquired the music of a relatively unknown South African singer/songwriter by the name of K'naan. 

I will also plan on exhibiting some practice based research methods by creating and producing some sonic branding for a fictitious drink brand based in Scotland. The sounds created for this brand will be inspired by the results of the Coca-Cola case study.