Coke, The Past, Present, and Future
Like many people who change history, John Pemberton, an Atlanta pharmacist, was inspired by simple curiosity. One afternoon, he stirred up a fragrant, caramel-colored liquid and, when he was finished, he carried it a few doors down to Jacobs' Pharmacy. The mixture was combined with carbonated water and sampled by customers who all agreed that this new drink was something special. Therefore, Jacobs' Pharmacy put it on sale for five cents a glass. The soda's popularity led to a demand for it to be enjoyed in new ways.
The first marketing efforts in Coca-Cola history executed through coupons promoting free samples of the beverage. Considered an innovative tactic back in 1887, couponing followed by newspaper advertising and the distribution of promotional items bearing the Coca-Cola script to participating pharmacies. For years, people have speculated about the secret formula of Coca-Cola, and the ingredients it contains. Coke’s formula has been locked in a bank vault for decades, and only a few executives can see it. Coca-Cola, the world's best-selling soft drink once contained cocaine, and coke is still flavored with a non-narcotic extract from the coca, the plant from which cocaine is derived. During the 1980's, imports of coca have ranged from 56 metric tons to 588 metric tons a year, according to figures from the Drug Enforcement Administration. Some coca cultivation is still permitted in Peru, where coca leaves have been both chewed and brewed into teas for centuries. However, the United States has been pressuring Peru and other countries to eradicate the plant and substitute other crops.
In 1894, a Mississippi executive named Joseph Biedenharn became the first to put Coca-Cola in bottles. The Company also decided to create a distinctive bottle shape to assure people they were actually getting a real Coca-Cola. The Root Glass Company of Terre Haute, Indiana, won a contest to design a bottle that could be recognized...
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