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22 the PRODUCT Coca-Cola. It's a Simple Idea, Really. Drinking a Coke

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22 the PRODUCT Coca-Cola. It's a Simple Idea, Really. Drinking a Coke THE MARKET of Diet Coke in 1982 marked the first extension THE PRODUCT The Coca-Cola Company is the world’s largest of the Coca-Cola trademark to another product. Coca-Cola. It’s a simple idea, really. Drinking a beverage company. Along with Coca-Cola, recog- And the development of new products, such as Coke makes people happy. It tastes good. And it’s nized as the world’s most valuable brand, Coca-Cola Zero, Vault, and Full Throttle contin- an invitation to live on the positive side of life. the company markets four of the ues today, adding to the company’s portfolio of That’s the message behind “The Coke Side of world’s top-five nonalcoholic nearly 400 brands. Life,” brand Coca-Cola’s overarching marketing sparkling beverage brands, The latest accomplishment for The platform. It has been created to invite people to including Diet Coke, Fanta, Coca-Cola Company is the May create their own positive reality, be spontaneous, and Sprite, and a wide range 2007 opening of the new World of listen to their hearts, and live in full color. of other beverages, including Coca-Cola. Located in the heart of Coca-Cola has always been at its best when it diet and light beverages, downtown Atlanta, the 92,000-square- reflects the simple, optimistic moments in life. waters, juices and juice drinks, foot facility is the only place where The Coke Side of Life recognizes that the most teas, coffees, and energy and people can explore the complete story universal experiences are those where Coca-Cola sports drinks. Through the world’s — past, present, and future — is refreshingly honest and uplifting. largest beverage distribution sys- behind the world’s best-known brand. tem, consumers in more than 200 From a thrilling, multisensory 4-D RECENT DEVELOPMENTS countries enjoy the company’s theater, to an art gallery dedicated As part of a continuous stream of innovation, beverages at a rate exceeding 1.4 bil- to Coca-Cola and pop culture Coca-Cola North America continues to expand its lion servings each day. featuring the works of Andy broad beverage portfolio to meet the ever-evolving Warhol, to a tantalizing tour needs of consumers who seek choice and ACHIEVEMENTS of almost 70 different beverage variety in the beverages they drink. Until the mid-1950s, the contour bottle products, to more than 1,200 artifacts Diet Coke Plus: Diet Coke Plus is a and bell-shaped fountain glass defined packaging from across the globe, around every cor- sparkling, calorie-free beverage with vitamins for Coca-Cola. But as people demanded a wider ner there is something new and inviting and minerals. In addition to providing great, variety of choices, the company responded with to experience. refreshing taste, Diet Coke Plus is a good innovative packaging, new technology, and For the past 117 years — source of vitamins B3, B6, and B12, and new products. through its ads that brought the minerals zinc and magnesium. In 1955, king-size and family-size glass bot- the world together, packaging Enviga: Enviga, a new sparkling tles were introduced with immediate success, fol- innovations, and the introduction beverage innovation proven to burn calo- lowed by cans in the U.S. market in 1960. The of new products to fit the tastes ries, is available in three flavors — green company then marked several firsts in the soft- of consumers wherever they tea, berry, and peach. Enviga, which con- drink industry: lift-top cans and bottles with lift- may be, whatever they may tains the optimum blend of green tea top crowns in 1964, and a 24-pack “Cluster-Pak” be doing — Coca-Cola has extracts, caffeine, and naturally active plant of cans and tin-free steel cans in 1969. become a part of the lives of micronutrients, is designed to work with the After more than $250,000 in development people around the world. body to increase calorie burning by gently costs and rigorous testing by NASA, the “Coke boosting the drinker’s metabolism. Space Can” was accepted for its first mission in HISTORY Vault Red Blitz: Vault, the hybrid energy outer space in 1985. In 1886, John Pemberton soda that was introduced in 2006, has added a new In 1994, the company introduced a new gen- created Coca-Cola in flavor to the lineup with Vault Red Blitz. With its eration to the famous contour bottle in a plastic Atlanta, Georgia, and sold vivid red color, bold Vault graphics, and a new it at a local pharmacy. His berry-injected flavor, Vault Red Blitz broadens the partner and bookkeeper Vault trademark to attract non–citrus drinkers to the Frank Robinson named the product hybrid energy soda segment created by Vault. and drew the famous flowing Coca-Cola script. Full Throttle Blue Demon: Atlanta entrepreneur Asa G. Candler realized For the latest flavor of Full the business potential of the drink and acquired Throttle, the brand is unleashing complete ownership of the Coca-Cola business the power of Mexican luchador for $2,300 in 1891. Within four years, Candler’s (wrestler) and movie legend, the merchandising flair — including the use of Blue Demon. The new energy version, first in a 20-ounce size and later in 1-liter coupons — helped expand consumption of drink features the exotic taste of and 12-ounce packages. Coca-Cola to every part of the nation. Blue Agave flavoring and is the In past decades, The Coca-Cola Company has The 1916 introduction of the patented contour first product from Coca-Cola created new brands to meet the desires of con- bottle made Coca-Cola instantly recognizable North America to feature fully sumers, starting with Fanta in 1960. Sprite was from imitators by taste, sight, and touch. The con- bilingual packaging, including launched in 1961, followed by TaB — the com- tour bottle was granted trademark registration in labeling and nutritional infor- pany’s first low-calorie drink — in 1963. The debut 1977, an honor awarded few other packages. mation. Marketing for Full 22 Throttle Blue Demon emphasizes the lucha libre www.mycokerewards.com, consumers can create enjoy every drop of life. Coca-Cola North aspect of the brand and targets Mexican American an account where they can enter and collect America markets more than 100 beverage males 20–30 years old who understand the charac- codes. When they have collected enough points brands, including four of the world’s top-five ter and revere him. For non-Hispanic consumers, to redeem their desired reward, consumers simply sparkling beverage brands. Coca-Cola and Diet the Blue Agave flavor and Blue Demon name has select the rewards and the points are deducted Coke are the No. 1 and No. 2 brands in North more intrinsic value as a descriptor for the Full from their accounts. America, respectively. Throttle line extension. My Coke Rewards has TaB Energy: While TaB Energy shares the partnered with some of the brand name of the iconic diet sparkling world’s favorite brands to offer beverage, TaB, it is not a cola. consumers unique and exciting TaB Energy is a completely rewards including Toshiba flat- new and innovative energy screen televisions; Nintendo drink created especially for DS™ and Wii™ products from women. The deliciously crisp and Nintendo; AMC Theaters lightly carbonated pink beverage movie tickets; appliances is sugar-free, with only five calo- from Cuisinart and Kitchen- ries in each eye-catching, fashion- Aid; SkyMiles from Delta ably pink 10.5-ounce can. Air Lines; Priority Club® Minute Maid Enhanced Juices: Rewards points from Two new 100 percent orange juice InterContinental Hotels products with health benefits from Group; Blockbuster movie added nutrients and functional ingredi- rentals; gift certificates from ents were added to the Minute Maid Enhanced Adidas, Sephora, and Taylor- Juices lineup. New Minute Maid Multi-Vitamin Made; magazines from Hearst contains 16 essential vitamins and minerals to Magazines; and tickets to Six help consumers get nutrition along with the great Flags, Universal Orlando®, and Universal The company believes it has a responsibility Minute Maid Premium orange juice taste, and Studios Hollywood®, to name a few. to support programs that provide nutrition and with 750 mg of Glucosamine HCl per 8-fluid- Through My Coke Rewards, con- physical education. In the United States, more ounce serving, Minute Maid Active helps sup- sumers are also offered offer exclu- than 4 million kids participate in and receive port healthy joints. sive merchandise and experiences information on programs that are designed to tied to programs such as NASCAR®, encourage physical fitness and overall well-being. PROMOTION NCAA® March Madness, the Olym- Beginning in 2006, the company began to My Coke Rewards is an online mega- pics, American Idol®, and more. provide consumers with more useful information rewards program across all brands of the During the 37 days of March about its beverages and their ingredients beyond Coca-Cola Trademark and is the leading, Madness 2007, basketball fans were the label on the package. Its information is year-round promotional platform for offered more than 30,000 NCAA- designed to help people decide which of its prod- Coca-Cola North America. In April related rewards, including two tickets ucts fit best with the individual and the family. 2007, the program was expanded to the 2008 Men’s Final Four, the The company also is committed to following beyond Coca-Cola brands to incorpo- Ultimate NCAA Fan Entertainment Room, responsible marketing and advertising practices. rate multiple other brands, including and much more. Parents prefer to be the gatekeeper when it comes Sprite, Fanta, Dasani, POWERade, For the show’s sixth season, My Coke to what to serve their children.
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