INTRODUCTION

 Coca-Cola was founded in May 1886 by Dr. John

Pemberton
 Coca-Cola was first sold to the public in Atlanta at
Jacob’s Pharmacy
 Only 9 servings of the soft drink were sold each day
 Sales for the first year were only $50
 In 1888 Asa Griggs Candler bought the company
and sales increased over 4000%
 Coke or Cocaine?

 Until 1905, the drink was marketed as a

tonic containing cocaine
 This stopped the advertisement of Coca-
Cola as being a cure for headaches and
other illnesses
 Coca-Cola Bottles
1894 was the first time Coca-Cola was bottled

1894- early 1900s 1905-1916 1915- today

An 1890s advertisement showing model Hilda
Clark in formal 19th century attire. The ad is titled
Drink Coca-Cola 5¢.
•Coca-Cola is the functional cultural icon
•In1931,Haddon Sundblom created a new Santa for Coca-Cola.
•His life-size Santas in white fur-trimmed and red suits are now the
American Santa Claus.
•It is combined with both on American traditional cultural icon and the
impressed promotion of product, which strengthens the clear image to
buyers.
 Coca-Cola Advertising

The first TV ad was produced on Thanksgiving Day, 1950.

In the 60’s, Coca-Cola’s advertising agency started experimenting

with color advertising.

The decade ended with one of the most popular ads ever created,
the “Hilltop” Commercial, featuring the song “I’d like to buy the
World a Coke.”
Playing with polar bears

In 1993, Coke made a dramatic shift in

advertising by introducing the “Always Coca-
Cola” campaign which involved computer
animation.

The “Northern Lights” commercial introduced

one of Coke’s most popular symbols, the
animated polar bear.
International Approaches at the Millennium

The new slogan in 2000, “Coca-Cola. Enjoy,” made a global

appeal by persuading people world wide that Coke adds magic to
special moments.
“First Experience” is a commercial relating a boy’s
anticipation of what a Coke will taste like by comparing it to a
kiss.
 In the Olden Days
• Coca-Cola sold only • A single share in
25 bottles in the first Coke that was
year bought in 1919
• Nowadays, they sell would be worth
over one billion $92,500 in 1997
bottles per day • 1919 is when the
Coca-Cola went
public
 Today
300 Brands - 200 Nations
Distribution Strategy
 Competitive Positioning
 
Market Condition

30% Pe psi

10% Others
60%
Coca Cola
 Sponsorships
• Art of Harmony
•Boys and Girls Club of America
• Children’s Miracle Network
• FIFA
• NASCAR
• Olympics
• Special Olympics
• Tiger Woods Foundation
 Promotions

• Diet Coke Movie Mania Give away

-win a trip to the Sundance Film

Festival

• American Music Awards

What’s New
 Rumors

Coca-Cola contains material making

it unsuitable for vegetarians and
Muslims.
Some products of the Coca-Cola
Company contain alcohol.
 Slogans
•1963 “Things Go Better With Coke.”
•1970 “It’s the Real Thing”
•1975 “Look Up America”
•1979 “Have a Coke and a Smile”
•1982 “Coke Is It!”
•1987 “You Can’t Beat the Real Thing”
•1993 “Always Coca-Cola”
•2000 “Thanda matlab Coca-Cola”
•2010 “Jo ho jaye Coca -Cola Enjoy”
 The Other Side of Coke
• There are 27 • Some of the other
different varieties of brands under the
coke made by Coca- Coca-Cola Company
Cola are:
– Sprite
• First bottle of Coke – Barq’s Root beer
was sold 120 years – Dasani
ago on May 8, – Dr. Pepper
1886 in Atlanta, – Fresca
Georgia. – Hi-C
– Minute Maid
 Marketing Worldwide
• In 1998 Coke
international created its
first ad for the
celebration of the
Muslim holiday of
Ramadan. It was run in
20 countries worldwide.

• Coke is a Kosher drink,

so it is sold
internationally.

This coke can is written in Hebrew

 Coca-Cola Recognition
• Coca-Cola is
recognized by 94% of
the world’s population
• Approximately 10,450
Coca-Cola brand drinks
are consumed around
the world each second
of every day
 Funky Facts
• You can put a penny
in Coke and it will
dissolve
• The sales of Coke in
the first year was
$50, and the
expenses were $70
 Coke in Space
• In July 1985, Coke
was the first soft
drink to be enjoyed
in outer space on
the space shuttle
Challenger
• A special space can
was developed