Coca-Cola : which images for which cultures ? (Coke Zero case study) – 1st year of Master’s degree paper

Coca-Cola : which images for which cultures ?

As part of our “Sémiotique” class during my first year of my Master’s Degree (2007-2008), we had to write a paper in teams, and we were free to choose any subjects we liked.

Therefore, since I was already interested in intercultural communications, I suggested this subject to my teammates. We analysed the communication strategies used by Coca-Cola in Europe, South-Korea and China. We studied particularly the communication strategies used for the launching of the new Coke Zero product (except for China).