Cockta – Cultural Icon

Prepletanje materialnega dela, nematerialnih pomenov produkta in družbenih odnosov ustvari znamko. Ko ta v procesu znamčenja sledi principom modela kulturnega znamčenja, doseže poseben status v kulturi in jo potrošniki začnejo povezovati s temeljnimi vrednotami dotične kulture, postane znamka kulturna ikona. Kulturne ikone so reprezentativni simboli določene kulture, ki simbolizirajo vrednote in pomene, ki jih ta kultura ceni. Znamka Cockta je del slovenske kulture že od 50. let prejšnjega stoletja. V življenjskem obdobju znamke je doživela marsikateri vzpon in padec, ki jo je oblikoval v takšno, kakršna je danes. Zaradi tega je tudi ena od kul znamk, saj zagovarja uporništvo, nekonformnost in svobodno odločanje. Z metodo kvalitativne tekstualne analize preučim nagovor in vizualne elemente komunikacijske kampanje »Tvoja«, jih primerjam z nekaterimi historičnimi oglaševalskimi materiali in razložim reprodukcijo statusov kul in kulturne ikone. Tako vizualni elementi kot nagovor so v vseh komunikacijskih materialih kampanje »Tvoja« potrdili, da je Cockta mladostna, uporniška in kul, prava kulturna ikona.The intertwining of material part, intangible meanings of the product, and social relations creates a brand. When the brand in the process of branding follows the principles of the cultural branding model, it achieves a special status in culture and consumers begin to associate it with the fundamental values of the culture in question, the brand becomes a cultural icon. Cultural icons are representative symbols of a particular culture, symbolizing the values and meanings that this culture values. The Cockta brand has been a part of Slovenian culture since the 1950s. During the life of the brand, it experienced many ups and downs, which shaped it into what it is today. Because of this, it is also one of the cool brands as it advocates rebellion, nonconformity and free decision making. Using the method of qualitative textual analysis, I study the address and visual elements of the communication campaign "Tvoja", compare them with some historical advertising materials and explain the reproduction of the status of cool and cultural icons. Both the visual elements and the address in all the communication materials of the "Tvoja" campaign confirmed that Cockta is youthful, rebellious and cool, a true cultural icon