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The Evolution Of Coca Cola Essay

797 words - 4 pages

On May 8, 2012, Coca-Cola Company celebrated its 126th anniversary. With a history that spans more than a century, it is no surprise that the brand has seen many changes since it first began. From selling nine drinks a day at Jacobs' Pharmacy in Atlanta, Georgia to selling about 19,400 beverages every second around the world, here is how the Coca-Cola Company has changed over the years and how the evolution has affected its business.

Advertising Strategies
Coca-Cola might be one of the best-known brands in the world today. However, that wasn't always the case. When the company first started in 1886, it used coupons for free drinks to raise interest in the product. In 1892, marketer Asa ...view middle of the document...

The new drink was called "New Coke." The reaction to the new flavor was overwhelmingly negative, and Coca-Cola went back to the original recipe in just 79 days.

Joe Tripodi, chief marketing and commercial officer for Coca-Cola, said the company had more than $4 billion for its marketing budget in 2011. The major spending paid off as Coca-Cola was named Marketer of the Year in 2011 by AdAge.

Packaging
Coca-Cola was only served as a fountain drink until 1899 when Candler sold the U.S. bottling rights to Benjamin F. Thomas and Joseph B. Whitehead for $1. The Coca-Cola contour bottle went into production in 1916. The unique shape of the bottle was designed to distinguish Coca-Cola from its imitators. The 6.5 ounce contour bottle was the only packaging Coca-Cola used until 1955 when the king-sized package was introduced. Consumers had the option to purchase Coke in 10-, 12-, 16- and 26-ounce bottles in addition to the standard 6.5-ounce bottle. In 1960, Coca-Cola introduced 12-ounce steel cans to make its drinks more portable.

Coca-Cola went green in 2009 with 100% recyclable bottles made partially from plant-based materials. In 2011, Coca-Cola's seasonal holiday packaging was met with disdain by consumers. For the first time, regular...

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