Analysis of «Colombiana»: The Soft Drink that Represents a Country and a Culture

Abstract

Advertising with the purpose of fulfilling your branding and marketing objectives (generating knowledge, brand recall, brand preference and purchase intention) makes use of a variety of strategies. One of them is the construction of the brand through land stories. This is the case of Colombiana, a soft drink developed in 1921. This article is a follow-up to the communication strategy of Colombiana throughout its history. A compilation of the brand's advertising and commercial ads in comparison with information on historical facts of the country has been used. We found evidence of the influence the environment has exerted on the communication of the brand, as well as its accompaniment and support to the different moments the country has lived. This branding strategy, in addition to providing representations of cultural aspects of the country, generates a relational link with the brand and with the geographical space, anchoring the brand narration to a mythological construction of the country. The territory story strategy has also contributed to the consumer's identification with national values, customs and lifestyles represented in advertising.