THE PRODUCT show people enjoying spontaneous, Life is a series of special moments, and liberating moments in life, repre- each is an opportunity for Coca- senting the freedom to enjoy a cola to add its bit of magic. From the with fewer carbs and calories with- look and feel of the bottle to the out compromising on taste. sound of effervescence, the tickle of Experiential sampling teams fizz on the nose and tongue and, of offered consumers their first taste course, the unique flavor, Coca-Cola of Coca-Cola C2, with stops in is a sensory experience. But con- Los Angeles, New York, Atlanta, sumer emotions, memories, and val- Chicago, and Miami. Coca-Cola ues are even more powerful. system employees across the New graphics are part of what United States were also given a keeps the Coca-Cola brand relevant case of Coca-Cola C2 to share with to today’s consumers. The new family and friends. In total, the THE MARKET space shuttle in 1985. Coca-Cola celebrated its The company’s response to the imitators who visual identity introduced in 2003 company distributed more than 12 Coca-Cola, the world’s centennial in 1986 and has sponsored every quickly arose included the adoption of one of the offers a contemporary interpretation million samples of the number-one brand, is a Olympic Games since 1928. most famous product containers ever of traditional elements such as the during the launch in the United symbol of refreshment to developed — the unique, Spencerian script, refreshing it with States. Coca-Cola C2 was also people around the world. HISTORY contour Coca-Cola bottle, a lighter, more open look; a contem- unveiled to consumers in Japan in The familiar shape of the On May 8, 1886, pharmacist John Stith created in 1915 by the Root porary dynamic ribbon featuring spring 2004. Coca-Cola contour bottle and Pemberton made a caramel-colored syrup Glass Company of Indiana and multiple ribbons of white, silver, and The packaging graphics feature the flowing script of its distinctive and offered it to the largest drugstore in approved as standard by the yellow; and effervescing bubbles. the familiar Coca-Cola trademark trademark are a familiar part of Atlanta. But first-year sales averaged only company’s bottlers in the follow- A broad overview of the history, in black on a “Coca-Cola red” people’s lives. In fact, nearly half a nine a day, and Pemberton was never ing year. growth, and contemporary activities background, to distinguish Coca- million times every minute of every able to see his product’s success. He In 1919, a group of investors of The Coca-Cola Company is Cola C2 from Coca-Cola classic, day, someone chooses a Coca-Cola — died in 1888, the same year in headed by Ernest Woodruff, an available on the Internet at www the company’s flagship brand. classic, diet, or light, with vanilla, cherry, which Atlanta businessman Asa Atlanta banker, purchased The .coca-cola.com. Some packages carry a special sil- or lemon, with or without . Soft G. Candler began to buy outstanding Coca-Cola Company from the People love to speculate about ver foil label, to enhance the design drinks have been part of the American shares of Coca-Cola. Candler interests. Four years the secret ingredient in Coke. One and distinction. lifestyle for more than 100 years and continue to Within three years, Candler and his later, Robert W. Woodruff, secret is indeed locked away in a be America’s favorite refreshment. In fact, one of associates controlled the young com- Ernest’s 33-year-old son, became secured . But another is readily BRAND VALUES every four beverages consumed in America today pany through a total investment of president of the company and available: the consistent quality of Coca-Cola that people enjoy. For example, the company has The Coca-Cola brand stands for the most suc- is a carbonated soft drink, and retail sales of soft $2,300. The company registered the led it into a new era of domestic products that are produced by Coca-Cola bottlers extensive worldwide sports affiliations that rein- cessful product in the history of commerce and drinks are $63 billion annually. trademark “Coca-Cola” with the U.S. and global growth over the next across North America. And that commitment to force identification with the brand. As far back as for the people responsible for its unique appeal. Patent Office in 1893 and has renewed six decades. quality extends to the company’s entire portfolio 1903, advertising has featured famous major- Along with Coca-Cola, recognized as the world’s ACHIEVEMENTS it since. (“Coke” has been a trade- Since Woodruff’s time, Coca-Cola of brands, including Coca-Cola classic, diet Coke, league baseball players drinking Coca-Cola. One best-known soft-drink brand, the company mar- From its birthplace and headquarters mark name since 1945.) By 1895, has always placed high value on citi- of the most notable and long-lasting sports affili- kets four of the world’s top five soft-drink brands, in Atlanta, , The Coca-Cola the first syrup manufacturing plants zenship. Today, as part of the Coca-Cola ations is the company’s 76-year association with including diet Coke, , and . Through Company now has operations in 200 outside Atlanta had been opened Promise to “benefit and refresh every- the Olympic Games. The company has a long more than a century of change and into a new era countries. Coca-Cola, the com- in Dallas, Chicago, and Los one who is touched by our business,” relationship with FIFA World Cup soccer, that promises even more change, Coca-Cola pany’s flagship brand, has long Angeles. Candler reported to the company strives to refresh the mar- the Special Olympics, the Rugby remains a timeless symbol of authentic, original, been the number-one-selling shareholders that Coca-Cola was ketplace, enrich the workplace, preserve World Cup, NASCAR®, the and “Real” refreshment. soft-drink brand worldwide. being sold “in every state and territory of the environment, and strengthen communi- National Basketball Asso- People all over the globe enjoy the United States.” ties. Working through The Coca-Cola Foundation ciation, and the National Coca-Cola or one of the com- As fountain sales expanded, entrepre- and other avenues, the company’s lead philan- Hockey League. A major THINGS YOU DIDN’T KNOW ABOUT pany’s many other beverages. neurs sought additional sales by offering the thropic efforts are focused on education and youth multiyear agreement COCA-COLA Today, the company is a total drink in bottles. Large-scale bottling began achievement. The Coca-Cola Company’s recent with the National beverage company with product when Benjamin F. Thomas and Joseph B. five-year, $1 billion commitment to diversity Collegiate Athletic ❍ offerings that extend well beyond Whitehead of Chattanooga, Tennessee, through a comprehensive empowerment and entre- Association gives If all the Coca-Cola ever produced was in carbonated soft drinks to include secured from Asa Candler exclusive rights to preneurship program offers individuals and small Coca-Cola mar- eight-ounce bottles on average-sized deliv- juice drinks, sports and energy bottle and sell Coca-Cola in nearly all of the businesses many opportunities as well. keting opportu- ery trucks, it would take six years, four months, and seven days for those trucks to drinks, waters, tea, and more. country. They gave other individuals exclusive On the corporate side in 2004, E. Neville nities across 22 pass a given point driven bumper-to- From the early days, territories for community bottling opera- Isdell formally assumed the position of chairman Coca-Cola C2, Sprite, college sports bumper at 65 miles an hour. If those bottles Coca-Cola has been part of tions. Those efforts laid the groundwork and chief executive officer of The Coca-Cola Fanta, Vanilla Coke, Cherry and 87 annual were assembled, there would be more than major events in North America for what became a worldwide network of Company. Mr. Isdell became the company’s 12th Coke, Barq’s, , college cham- 13 trillion of them. Stacked on an American and around the world. In World Coca-Cola bottling companies. chairman of the board in its 110-plus-year history. water, and a full line of pionships. football field, they would form a pile 346 War II, the company assured that sodas, juices, and juice drinks. miles high, 70 times the height of Mount every member of the U.S. armed services was able RECENT DEVELOPMENTS Everest, the highest mountain in the world. to obtain a Coke for five cents, regardless of the PROMOTION The Coca-Cola Company continues ❍ The slogan, “Good To The Last Drop,” long remoteness of duty station or cost to the company. Coca-Cola’s promotional efforts began with an oil- to connect with people in exciting new ways, associated with a coffee brand, was actually To fulfill that pledge, the company assembled bot- cloth “Drink Coca-Cola” sign on a drugstore including the introduction of successful new prod- used first by Coca-Cola in 1908. tling plants in 64 locations in Europe, Africa, and awning. Asa Candler then put the newly trade- ucts that give people the drinks they desire. ❍ the Pacific. The war effort extended the company’s marked name not only on syrup urns at soda foun- In 2004, the company introduced Coca-Cola C2, The Coca-Cola trademark is recognized in reach beyond North America, positioning the tains, but on novelty items such as fans, calendars, with half the carbohydrates, calories, and countries containing 98 percent of the world’s population. company for postwar worldwide growth. and clocks. Since those days, marketing and pro- of regular cola, and “all the great taste” of Coca- Significant Coca-Cola milestones over the motional efforts combined with a top-quality prod- Cola. The Coca-Cola Company unveiled market- ❍ The two countries in which per-person con- last 25 years include the opening of the Soviet uct have made the Coca-Cola trademark among ing plans for the new soft drink, featuring music sumption of Coca-Cola is highest have lit- Union as a market, re-entry of Coca-Cola the most admired and best-known in the world. by rock ’n’ roll icons the Rolling Stones (“You tle else in common, particularly climate. products into China in 1979, and the launch of One way The Coca-Cola Company reaches its Can’t Always Get What You Want”) and Queen (“I They are Iceland and Mexico. Coca-Cola into space aboard the Challenger consumers is through affiliations with activities Want to Break Free”). Ads for Coca-Cola C2

38 39 THE PRODUCT show people enjoying spontaneous, Life is a series of special moments, and liberating moments in life, repre- each is an opportunity for Coca-Cola senting the freedom to enjoy a cola to add its bit of magic. From the with fewer carbs and calories with- look and feel of the bottle to the out compromising on taste. sound of effervescence, the tickle of Experiential sampling teams fizz on the nose and tongue and, of offered consumers their first taste course, the unique flavor, Coca-Cola of Coca-Cola C2, with stops in is a sensory experience. But con- Los Angeles, New York, Atlanta, sumer emotions, memories, and val- Chicago, and Miami. Coca-Cola ues are even more powerful. system employees across the New graphics are part of what United States were also given a keeps the Coca-Cola brand relevant case of Coca-Cola C2 to share with to today’s consumers. The new family and friends. In total, the THE MARKET space shuttle in 1985. Coca-Cola celebrated its The company’s response to the imitators who visual identity introduced in 2003 company distributed more than 12 Coca-Cola, the world’s centennial in 1986 and has sponsored every quickly arose included the adoption of one of the offers a contemporary interpretation million samples of the soft drink number-one brand, is a Olympic Games since 1928. most famous product containers ever of traditional elements such as the during the launch in the United symbol of refreshment to developed — the unique, Spencerian script, refreshing it with States. Coca-Cola C2 was also people around the world. HISTORY contour Coca-Cola bottle, a lighter, more open look; a contem- unveiled to consumers in Japan in The familiar shape of the On May 8, 1886, pharmacist John Stith created in 1915 by the Root porary dynamic ribbon featuring spring 2004. Coca-Cola contour bottle and Pemberton made a caramel-colored syrup Glass Company of Indiana and multiple ribbons of white, silver, and The packaging graphics feature the flowing script of its distinctive and offered it to the largest drugstore in approved as standard by the yellow; and effervescing bubbles. the familiar Coca-Cola trademark trademark are a familiar part of Atlanta. But first-year sales averaged only company’s bottlers in the follow- A broad overview of the history, in black on a “Coca-Cola red” people’s lives. In fact, nearly half a nine a day, and Pemberton was never ing year. growth, and contemporary activities background, to distinguish Coca- million times every minute of every able to see his product’s success. He In 1919, a group of investors of The Coca-Cola Company is Cola C2 from Coca-Cola classic, day, someone chooses a Coca-Cola — died in 1888, the same year in headed by Ernest Woodruff, an available on the Internet at www the company’s flagship brand. classic, diet, or light, with vanilla, cherry, which Atlanta businessman Asa Atlanta banker, purchased The .coca-cola.com. Some packages carry a special sil- or lemon, with or without caffeine. Soft G. Candler began to buy outstanding Coca-Cola Company from the People love to speculate about ver foil label, to enhance the design drinks have been part of the American shares of Coca-Cola. Candler interests. Four years the secret ingredient in Coke. One and distinction. lifestyle for more than 100 years and continue to Within three years, Candler and his later, Robert W. Woodruff, secret is indeed locked away in a be America’s favorite refreshment. In fact, one of associates controlled the young com- Ernest’s 33-year-old son, became secured vault. But another is readily BRAND VALUES every four beverages consumed in America today pany through a total investment of president of the company and available: the consistent quality of Coca-Cola that people enjoy. For example, the company has The Coca-Cola brand stands for the most suc- is a carbonated soft drink, and retail sales of soft $2,300. The company registered the led it into a new era of domestic products that are produced by Coca-Cola bottlers extensive worldwide sports affiliations that rein- cessful product in the history of commerce and drinks are $63 billion annually. trademark “Coca-Cola” with the U.S. and global growth over the next across North America. And that commitment to force identification with the brand. As far back as for the people responsible for its unique appeal. Patent Office in 1893 and has renewed six decades. quality extends to the company’s entire portfolio 1903, advertising has featured famous major- Along with Coca-Cola, recognized as the world’s ACHIEVEMENTS it since. (“Coke” has been a trade- Since Woodruff’s time, Coca-Cola of brands, including Coca-Cola classic, diet Coke, league baseball players drinking Coca-Cola. One best-known soft-drink brand, the company mar- From its birthplace and headquarters mark name since 1945.) By 1895, has always placed high value on citi- of the most notable and long-lasting sports affili- kets four of the world’s top five soft-drink brands, in Atlanta, Georgia, The Coca-Cola the first syrup manufacturing plants zenship. Today, as part of the Coca-Cola ations is the company’s 76-year association with including diet Coke, Fanta, and Sprite. Through Company now has operations in 200 outside Atlanta had been opened Promise to “benefit and refresh every- the Olympic Games. The company has a long more than a century of change and into a new era countries. Coca-Cola, the com- in Dallas, Chicago, and Los one who is touched by our business,” relationship with FIFA World Cup soccer, that promises even more change, Coca-Cola pany’s flagship brand, has long Angeles. Candler reported to the company strives to refresh the mar- the Special Olympics, the Rugby remains a timeless symbol of authentic, original, been the number-one-selling shareholders that Coca-Cola was ketplace, enrich the workplace, preserve World Cup, NASCAR®, the and “Real” refreshment. soft-drink brand worldwide. being sold “in every state and territory of the environment, and strengthen communi- National Basketball Asso- People all over the globe enjoy the United States.” ties. Working through The Coca-Cola Foundation ciation, and the National Coca-Cola or one of the com- As fountain sales expanded, entrepre- and other avenues, the company’s lead philan- Hockey League. A major THINGS YOU DIDN’T KNOW ABOUT pany’s many other beverages. neurs sought additional sales by offering the thropic efforts are focused on education and youth multiyear agreement COCA-COLA Today, the company is a total drink in bottles. Large-scale bottling began achievement. The Coca-Cola Company’s recent with the National beverage company with product when Benjamin F. Thomas and Joseph B. five-year, $1 billion commitment to diversity Collegiate Athletic ❍ offerings that extend well beyond Whitehead of Chattanooga, Tennessee, through a comprehensive empowerment and entre- Association gives If all the Coca-Cola ever produced was in carbonated soft drinks to include secured from Asa Candler exclusive rights to preneurship program offers individuals and small Coca-Cola mar- eight-ounce bottles on average-sized deliv- juice drinks, sports and energy bottle and sell Coca-Cola in nearly all of the businesses many opportunities as well. keting opportu- ery trucks, it would take six years, four months, and seven days for those trucks to drinks, waters, tea, and more. country. They gave other individuals exclusive On the corporate side in 2004, E. Neville nities across 22 pass a given point driven bumper-to- From the early days, territories for community bottling opera- Isdell formally assumed the position of chairman Coca-Cola C2, Sprite, college sports bumper at 65 miles an hour. If those bottles Coca-Cola has been part of tions. Those efforts laid the groundwork and chief executive officer of The Coca-Cola Fanta, Vanilla Coke, Cherry and 87 annual were assembled, there would be more than major events in North America for what became a worldwide network of Company. Mr. Isdell became the company’s 12th Coke, Barq’s, Mello Yello, Dasani college cham- 13 trillion of them. Stacked on an American and around the world. In World Coca-Cola bottling companies. chairman of the board in its 110-plus-year history. water, and a full line of Minute Maid pionships. football field, they would form a pile 346 War II, the company assured that sodas, juices, and juice drinks. miles high, 70 times the height of Mount every member of the U.S. armed services was able RECENT DEVELOPMENTS Everest, the highest mountain in the world. to obtain a Coke for five cents, regardless of the PROMOTION The Coca-Cola Company continues ❍ The slogan, “Good To The Last Drop,” long remoteness of duty station or cost to the company. Coca-Cola’s promotional efforts began with an oil- to connect with people in exciting new ways, associated with a coffee brand, was actually To fulfill that pledge, the company assembled bot- cloth “Drink Coca-Cola” sign on a drugstore including the introduction of successful new prod- used first by Coca-Cola in 1908. tling plants in 64 locations in Europe, Africa, and awning. Asa Candler then put the newly trade- ucts that give people the drinks they desire. ❍ the Pacific. The war effort extended the company’s marked name not only on syrup urns at soda foun- In 2004, the company introduced Coca-Cola C2, The Coca-Cola trademark is recognized in reach beyond North America, positioning the tains, but on novelty items such as fans, calendars, with half the carbohydrates, calories, and sugar countries containing 98 percent of the world’s population. company for postwar worldwide growth. and clocks. Since those days, marketing and pro- of regular cola, and “all the great taste” of Coca- Significant Coca-Cola milestones over the motional efforts combined with a top-quality prod- Cola. The Coca-Cola Company unveiled market- ❍ The two countries in which per-person con- last 25 years include the opening of the Soviet uct have made the Coca-Cola trademark among ing plans for the new soft drink, featuring music sumption of Coca-Cola is highest have lit- Union as a market, re-entry of Coca-Cola the most admired and best-known in the world. by rock ’n’ roll icons the Rolling Stones (“You tle else in common, particularly climate. products into China in 1979, and the launch of One way The Coca-Cola Company reaches its Can’t Always Get What You Want”) and Queen (“I They are Iceland and Mexico. Coca-Cola into space aboard the Challenger consumers is through affiliations with activities Want to Break Free”). Ads for Coca-Cola C2

38 39