Coca-Cola: the Real Story Behind the Real Thing

Only available on StudyMode
  • Download(s) : 743
  • Published : May 7, 2012
Open Document
Text Preview
The Real Story Behind the Real Thing:
When Pharmacist John Pemberton invented Coke in 1886, it was the original energy drink claiming to have restorative powers. The original ingredients of Coke also included a small amount of Cocaine, but this was eliminated from the ingredients in 1903. Coca-Cola is made of water, sugar, a few secret flavors and some bubbles. But behind the product itself is where marketing has played a key role in Coca-Cola’s domination of the market place. Coca-Cola promises more than a beverage, it promises good cheer and happy memories. In the early 1900’s it was exceptionally difficult to decipher between Coca-Cola and Coca-Nola - amongst other competitors. Eventually Coke set itself apart with a design challenge that led to a bottle design, created by Earl Dean in 1915, called the “hobble skirt.” This design would forever set Coca-Cola apart from it’s competitors. Robert Woodruff – head of Coca-Cola for nearly 60 years, starting in 1923 - was also credited with many brilliant ideas including: the six-pack, standardized cooler, and tieins to Olympic events. Woodruff also promised to bring Coke to the US troops during WWII for only a nickel. This promise lead to extreme loyalty from those 11 million Americans that returned home. With artworks done by Norman Rockwell and the association Coke made with Santa Clause, Coke once again, found ways to associate their brand with Americana and wonderful memories. Eventually Pepsi entered the scene with a happy little jingle and offered twice as much soda for the same amount of money. By 1983 Coke only held 24% of the market share. Pepsi was beating Coke in the market. In April of 1985 Coke changed the formula of their soft drink. This outraged consumers and was ultimately an epic failure - turned into a big win. When Coke brought back their original flavor the business boomed. By 1986 Coke was dominating the market. Some believe that Coke planned the entire campaign in order to draw attention back...
tracking img