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A Deconstruction is taking an existing ad and analyzing it to figure out the components that made up it's initial creative brief. The creative brief is the document used to communicate objectives and key consumer and brand information to the creative team. The components of the creative brief that need to be found for the deconstruction is the problem, target, competition, objective, constraints, and the USP. These tell the story behind the creative ad.

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Company: Coca-Cola

Agency: D'Arcy Co

Year: 1929-1938

Creative Strategy Statement: Be at the top of mind of what product people grab when they need a break from their daily life, so we become a part of their relaxing routine.

Messaging Strategy: Consumer-Focused shows the benefit of feeling refreshed from drinking

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Company: Coca-Cola

Agency: McCann-Erickson

Year: 1970-1972

Information: TV ad campaign used close-ups of still imagery depicting moments of ‘real life’. Jingle from The Fortunes went along with this campaign. A magazine and billboard graphic went along with this campaign.

Creative Strategy Statement: When consumers think "real life" they think of "Coca-Cola" to help them through the daily struggles.

Messaging Strategy: Product as hero strategy – places product in center stage

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Coca-Cola Commercial - It's The Real Thing #6 (1972)

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Company: Coca-Cola

Agency: Creative Artist

Year: 1993-1999

Information: Video uses hip-hop jingle to connect with trendy younger demographic. Since at the time this audience was reaching for Hi-C, Sunny D, and Yoohoo.

Creative Strategy Statement: Make younger consumers understand Coke is always there for them and a choice.

Messaging Strategy: Product as hero strategy – places product in center stage

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Always Coca-Cola commercial - Always The Real Thing (1993)

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Company: Coca-Cola

Agency: Saatchi & Saatchi

Year: Feb 2006- Nov 2006

Creative Strategy Statement: Coca-Cola is magical and playful, which makes it different from other sodas.

Messaging Strategy: Playful strategy since it shows the product in a lighthearted way.

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Company: Coca-Cola

Agency: Wieden + Kennedy

Year: Jan 2009- Feb 2010

Creative Strategy Statement: Be at the top of mind that when people think of being happy they think of Coca-cola.

Messaging Strategy: Product focused, Product as hero strategy since it places product in center stage

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Company: Coca-Cola

Agency: Ogilvy

Year: 2011- 2015

Information: It debrands the traditional Coke logo, replacing "Coca-Cola" from one side of a bottle with the phrase "Share a Coke with" followed by a person's name or title. People were sharing photos of themselves with the bottles.

In the United States, the campaign is credited with increasing sales by more than 2%, reversing more than 10 years of decline in Coke consumption.

Creative Strategy Statement: Coke is made just for you.

Messaging Strategy: Benefit strategy of individuality, Emotional Appeal strategy of connecting personally with consumer