Part Three Reading
anies’ profiles first.
WARM-UPS
COKE SLOGANS: Coca-Cola always changes its slogans. Whatdo you think about these past and present slogans? Why were they chosen?
1 “Theideal brain tonic.” (1893)
2 “Universalsymbol of the American way of life.” (1943)
3 “HelloCoke.” (1944)
4 “Coketime.” (1954)
5 “Coke...after Coke... after Coca-Cola.” (1966)
6 “It’sthe real thing.” (1970)
7 “I’dlike to buy the world a Coke.” (1971)
8 “Welcometo the Coke side of life.” (2006)
BEFORE READING
Task 1. TRUE / FALSE:
Look at the article’s headline and guesswhether these sentences are true (T) or false (F):
Coca-Colaunveils new global ad strategy
Coca-Colaunveiled a new global ad strategy on December 8. The company wants to changeits image and increase profits. There is a new slogan: “Welcome to the Cokeside of life.” It replaces the three-year-old “Make it real” campaign, whichanalysts say was unsuccessful, despite a billion dollars of advertising. Cokeis returning to its roots with the new campaign. There is a strong focus on theiconic shape of the old-fashioned Coke bottle. There will also be differentversions of the slogan to reflect cultural tastes and lifestyles. These will befine-tuned to specific markets.
CokeCEO Neville Isdell said the new global ad strategy should return the company toits former glories within eighteen months. Coke’s shares have lost almost 20percent in value under Isdell’s control. He admitted that Coke needed to bemore innovative. He has created new drinks and appointed a new marketing chief,Mary Minnick, to help the global brand. She outlined three new themes to appealto customers – enjoyment, comfort and nutrition. She said: “We want Coke brandsto be…an integral part of consumers’ everyday lives.” In January, Coca-ColaBlak, a cola-coffee blend, will start Coke’s new strategy.
Task 2 SYNONYM MATCH: Match the following synonyms from thearticle:
a.
|
unveiled 1
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installed
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b.
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increase 2
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advertisement
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c.
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roots 3
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mirror
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d.
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old-fashioned 4
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revealed
|
e.
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reflect 5
|
boost
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f.
|
ad 6
|
launch
|
g.
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former 7
|
basic
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h.
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appointed 8
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origins
|
i.
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integral 9
|
previous
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j.
|
start 10
|
traditional
|
Task 3. PHRASE MATCH:Match the following phrases from the article (sometimes more than one combination is possible):
a. |
The company wants to change its 1 |
roots with the new campaign |
b. |
unsuccessful, despite 2 |
to appeal to customers |
c. |
Coke is returning to its 3 |
a billion dollars of advertising |
d. |
the iconic shape of the 4 |
almost 20 percent in value |
e. |
different versions of the slogan 5 |
to its former glories |
f. |
return the company 6 |
marketing chief |
g. |
Coke’s shares have lost 7 |
image and increase profits |
h. |
appointed a new 8 |
old-fashioned Coke bottle |
i. |
She outlined three new themes 9 |
everyday lives |
j. |
an integral part of consumers’ 10 |
to reflect cultural tastes |
Task4 Discuss these slogans with your partner(s).Do you like them? Why are they good? Would (Do) they work in your country?
1 “Don’tleave home without it.” – American Express
2 “Just do it.” – Nike
3 “The ultimate driving machine.” - BMW
4 “Think different.” – Apple Computer
5 “Heineken refreshes the parts other beerscannot reach.” – Heineken
6 “A diamond is forever.” - DeBeers
7 “Put a tiger in your tank.” - Esso
8 “Say it with flowers.” - Interflora
