marketing at the coca-cola company

7/28/2019 marketing at the Coca-Cola Company

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Marketing at the Coca-Cola Company

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Table of contents

1.The formula

2.The ads

3.The contour bottle

4.The red Santa Claus


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Founded in 1886, The Coca-Cola Company is the world's leading manufacturer,

marketer, and distributor of nonalcoholic beverage concentrates and syrups, used to

produce nearly 400 beverage brands. The corporate headquarters are in Atlanta, with

local operations in over 200 countries around the world.

1.The formula

Coca-cola was invented by Dr. John Stith Pemberton in 1886. It was the doctor

second drink with coca leaves and the kola nut as a basis. By combining the names of the

ingredients used to prepare the drink, the name of the most popular drink ever, was born :

Coca-Cola.

The doctors first coca leaf drink , Pemberton's French Wine Coca, was actually an

immitation of Vin Mariani, a coca-wine drink invented by Angelo Mariani in 1883.

Although there were several immitators of the French Coca-Wine, Pemberton's formula

was superior. He was actually quoted saying "I believe that I am now producing a better

preparation than that of Mariani."

The exact formula of Coca-Cola is an infamous trade secret. The original copy of

the formula is held in SunTrust Bank's main vault in Atlanta. Its predecessor, the Trust

Company, was the underwriter for the Coca-Cola Company's initial public offering in

1919. An urban legend states that only two executives have access to the formula, with

each executive having only half the formula.

Although the Coca-Cola Company has long denied it, the Peruvian anti-drug

agency, DEVIDA, acknowledged in January, 2005 that the company buys 115 tons of

coca leaf from Peru and 105 tons from Bolivia per year, which it uses as an ingredient in

its secret formula.

Robert Goizueta ex-executive director of the company used to say : if our

bottling plants and our facilities would vanish from the face of the earth, the value of our

company would not be affected; the value of this company is in its trademarks and in

our knowledge. The trademark "Coca-Cola," used in the marketplace since 1886, was


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registered in the United States Patent Office on January 31, 1893 and its value is

estimated at 70 billion dolars.

1. The ads

Advertising for 'Coca-Cola' has always been acclaimed internationally. The first

advertising theme was introduced in the early 1900's: the decades since, have seen a

wealth of popular themes which quickly became recognisable around the world.

Here are some of the most popular Coca Cola themes :

1. 1886 Drink 'Coca-Cola'

2. 1904 Delicious and Refreshing

3. 1922 Thirst knows no season

4. 1929 The pause that refreshes

5. 1939 'Coca-Cola' goes along

6. 1948 Where there's 'Coke' there's hospitality

7. 1952 Have a coke

8. 1957 Sign of good taste

9. 1959 Be really refreshed

10. 1963 Things go better with 'Coke'

11. 1970 It's the real thing

12. 1976 'Coke' adds life to

13. 1982 'Coke' is it


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14. 1988 You can't beat the feeling

15. 1992 Cant beat the real thing

16. 1993 Always 'Coca-Cola'

17. 1999 Always cool

18. 2000 Enjoy!

Almost from the very outset, the firm employed feminine charms to promote its

product -- in magazines and on billboards and signs, store displays, fans, calendars,

thermometers and trays. There were prim and pensive Victorian young ladies then-

prominent actress-singers named Hilda Clark and Lillian Nordica. In 1914, there was a

popular dark-haired model known only as Betty. There were girls driving early

automobiles and girls, fully dressed, on the beach. The 1920s girls were more daring,

seen in knee-baring swimsuits and bobbed hair. Movie stars such as Jean Harlow and

Joan Crawford were used. Then there were numerous World War II girls in uniform and

athletic girls next door into the '60s. The first television ad created for The Coca-Cola

Company was on Thanksgiving Day 1950 .The sponsorship of this program and its

advertising were both by the DArcy Agency of St. Louis.

In 1953 the agency developed three basic types of television ads. It created its

first live-action motion-picture films, in twenty second and on-minute versions. They

used stop motion technique which means the objects shown , move and perform action

by themselves without the presence of live actors. The deaths of William DArcy and

Archie Lee, the creative chief at D'Arcy , in 1956 led The Coca-Cola Co. to search for

new talent. McCann-Erickson was their new partner.

It launched two campaigns during the 1950s, The Sign of Good Taste and Be

Really Refreshed.

The ads were on television and they used the variety of techniques like animation,

stop motion and live-action with such performer like McGuire Sisters, Connie Francis,


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Emmett Kelly, Anita Byant, and The Brother Four. From 1956 the number of ads rose

dramatically to 1963. In 1963. McCann hit its stride with a campaign that proved to have

worldwide appeal, Things Go Better with Coke . Lots of popular-music artists modify

and perform the song. The music and the words were translated almost into any language

allowing the slogan to travel the world. McCann experied a new television technology,

color advertising. The first color television ad for The Coca-Cola company was called

Refrigerator-Man, June 15, 1964. Throughout the 1960s the Coca-Cola was reflected on

both radio and television.. The most successful television ad campaign for Coca-Cola was

Hilltop commercial with the song Id Like to Buy the World a Coke. During the mid

1970s the political uncertainty in the United States presented a new creative challenge to

The Coca-Cola Companys advertisers. The solution was that Coca- Cola would remind

Americans of their countrys positive values in the Look Up, America campaign.

In May 1976 a new campaign was introduced touting the brand as the soft drink

for all occasions. Coke Adds Life to.. was to show that Coca-Cola added simple

enjoyment to life. This campaign highlighted the soft drinks role in many situations

common to consumers around the globe.

After this campaign they set for a new ad which further emphasized the reliability

and reward in drinking Coca-Cola. That was the Have a Coke and a Smile campaign.

This ad show Coca-Cola is the part of our life, we drink Coca Cola while we are working

or relaxing. The next campaign was Mean Joe Greeneon October 1, 1979, which has

almost as big success as Hilltop had. The ad was filmed over three days in May 1979 at

a stadium in New Rochelle, New York. It proved to be immensely popular and won the

1979 CLIO award in the worlds largest advertising award competition. In early 1982,

Coca-Cola launched a new ad campaign, Coke Is It!. It emphasis the products qualities

of taste and refreshment. They introduce the new Coke . When they launched the new

taste in 1985 the public demanded the return of the traditional drink. The company was

obliged to bring it back-renamed as Coca-Cola classic. They had two tastes and had to

create two different campaign. Catch the Wave campaign for the new taste of Coke;

Red, White and Youcampaign for the old taste of Coke . According to a survey at that

time seventy-five percent of respondents said they considered Coca-Cola classic a
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symbol of America. 1988 saw a new advertising campaign Cant Beat the Feeling

which show Coca-Cola as an natural part of peoples lives. It was launched in nearly one

hundred countries.

In 1993, The Coca-Cola Co. made a dramatic shift in its advertising by

introducing the Always Coca-Cola campaign by Creative Artist Agency. Northern

Lights included a variety of innovative technical approaches like computer animation.

The animated polar bear has become one of the most popular symbols of Coca-Cola

advertising. For the bigger success the music was kept on the minimum and the bears

were kept dialogue-free.

The Coca-Cola launched an ambitious new international ad campaign in January

2000. The slogan was Coca-Cola. Enjoy. The ad was designed to appeal to people allover the world by persuading them that Coke adds a touch of magic to the special

moments in their lives. The theme was global, but the campaign used local resources in

different countries to create individual commercials.

3. The contour bottle

Another important value of the Coca-Cola Company is the bottle. Here is how it

all started.

In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain

beverage, called Coca Cola, impressed the stores owner Joseph A. Biedenharn.In 1894

he began bottling Coca Cola to sell, using a commom glass bottle called a Hutchinson.

He send a case to Asa Green Candler, the owner of the company. Candler thanked him

but took no action.

In 1899 three young attorneys from Chatanooga, Tenesse, Benjamin F. Thomas,

Joseph B. Whitehead and John T. Lupton obtained exclusive rights to bootle Coca Cola.

They used a straight-sided bottle, with a label attached.

Worried that the Coca-Cola bottle was easily confused with imitators, Benjamin

Thomas wrote to the Company, regarding the need for a package that "a person could

recognise as a 'Coca-Cola' bottle when feeling it in the dark, so shaped that even if
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broken, a person could tell at a glance what it was." The Root Glass Company's designers

Alexander Samuelson and Earl R Dean answered that imaginative call in 1915,

developing the original "hobble skirt" contour bottle in Terre Haute, Indiana. Green

tinged glass, named Georgia Green, after the company's home State was chosen for the

first bottles.

The prototype sketch for the original shape of the contour bottle was inspired by

an illustration of a cocoa bean from the 1913 edition of Encyclopedia Britannica. The

vertical grooves were used to create the distinctive contours which distinguished the

bottle from its counterparts.

By 1937, the contour bottle enjoyed widespread use throughout the US, but the

reissued patent was due to expire. At that time, the bottle had come to be universally

associated with 'Coca-Cola'. Existing laws prevented the Root Glass Company from

renewing the original patent, so The Coca-Cola Company applied for and received a

"design patent" for the contour bottle on March 24, 1937. This category of patent was

reserved for original designs for articles of manufacture. It transferred the patent from

The Root Glass Company to The Coca-Cola Company and effectively prevented

competitors from imitating the bottle for another 14 years.

In 1957, bottling technology had progressed to allow "applied colour labelling"

(ACL) as a replacement for the embossed glass 'Coca-Cola' script and lettering. The

white ACL lettering provided a cleaner graphic look and made the 'Coca-Cola' logo more

easily readable to consumers. Finally, in an effort to safeguard the contour bottle design

indefinitely, The Coca-Cola Company requested that the US Patent Office grant a

trademark on the bottle. The Company argued that the bottle had become so well known

that it had taken on trademark status. On April 12, 1960, the trademark was granted,

indefinitely, protecting the unique design.

4. The red Santa Claus

Maybe the most powerful image ever to be created is the image of The Red Santa

Claus. There are many versions about this image of Santa Claus, but the impact it had

worldwide its due to the Coca-Cola marketing campaigns.


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The delightful image of Santa, a gift-giving merry gentleman with a red suit, rosy

cheeks and flowing white beard, is so entrenched in the Christmas festivities that it is

hard to imagine a time without the North Pole's most famous resident.

The Swedish commercial artist Haddon Sundblom gave form to the image of

Santa that we know and love as part of an advertising campaign for The Coca-Cola

Company in 1931.

Over the next few decades, Sundblom created a total of 44 Santa illustrations. His

works are still reproduced in careful detail on millions of festive holiday bottles and cans

of 'Coca-Cola' around the world, putting Sundblom paintings of Santa Claus literally at

hand.

Sundblom modelled his Santa on friend and salesman Lou Prentice, chosen for his

cheerful, chubby face. His selection of bright red for the fur-trimmed suit was

undoubtedly taken to reflect the corporate colour of The 'Coca-Cola' Company.

While today's image of Santa remains virtually unchanged from Sundblom's

interpretation, Santa's history stems from as far back as the 3rd Century. According to

legend, the Bishop of Myra, born in Turkey in 270A.D., became renowned for his

lifetime of charitable works. In the 19th Century, he was canonised as St. Nicholas,

patron saint of children. The name Santa Claus originates from the Dutch word for Saint

Nicholas, Sinterklaas. Legend has it that when three poor sisters reached marriageable

age with no dowry to attract any suitors, the Bishop threw gold down their chimney. The

gold landed in the girl's stockings - thought to be the origin of the Christmas stocking -

which were hanging by the fireplace to dry.

Throughout the following centuries, the image of the gift-giver continued,

mingling with various religious beliefs and winter celebrations throughout Europe and

America. St Nicholas took on various names and shapes, though by the 19th century

these images had merged into a Saint Nicholas who was a gift-laden, cheeky, fur-clad elf.

This rendition was immortalised in Clement Clark Moore's poem " A Visit from St.

Nicholas," which began with the immortal line "Twas the night before Christmas." It was

Moore's imagination that devised St. Nicholas' entrance down the chimney and equipped

him with a memorably named team of eight reindeer.


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Over the years many cartoonists played with the image of Santa Claus. From the

1860s to 1880s, Thomas Nast caricatured Santa in a series of regular festive cartoons. He

elongated Santa's beard, dressed him in fur from head to toe, gave him a pear-shaped

physique and expanded the gift-giving legend to include toy making.

But it was Sundblom who brought all the characteristics together, and turned the

mythical Santa into a lovable human form, universalising the priceless image of Santa

Claus.

Sundblom completed his last painting of Santa in 1966, but created a lasting

legacy without which Christmas just wouldn't be the same.


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hutchinson bottle

straight sided bottle

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marketing at the coca-cola company

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