Coca Cola
Coca Cola was created by Pharmacist Dr. John Styth Pemberton. He developed the formula for the famous soft drink in his backyard on May 8, 1886. Dr. Pemberton's bookkeeper, Frank Robinson, came up with the idea for the unique cursive logo that has been the trade mark ever since. On May 29, 1886 the very first ad appeared in the Atlanta Journal:Coca-Cola. Delicious! Refreshing! Exhilarating! Invigorating! The New and Popular Soda Fountain Drink, containing the properties of the wonderful Coca plant and the famous Cola nuts. For sale by Willis Venable and Nunnally & Rawson.Dr. Pemberton died shortly after this ad and sales plummeted. Robinson didn't want the business to fail and decided advertising was at fault- "people did not know what they were missing." After the Coca Cola trademark had been patented, Asa G. Candler, an Atlanta businessman, purchased the rights to the product and formed the corporation, "The Coca-Cola Company." He began the push on Coca-Cola advertising by giving thousands of tickets away for free glasses of Coca- Cola, and advertising on outdoor posters, calendars, soda fountain urns, and wall murals and making Coke available everywhere. The invention of bottling in 1894 increased availability
This success for Coca-Cola did not come without some competition, problems and cost. D'Arcy found this baseball ad to be a success because everyone loves baseball. The people responded to these ads and Coca-Cola stayed profitable even during the depression. The interactive advertising strategies and techniques before and during the war made success possible and made Coca-Cola an American icon today. In 2000 Coca-Cola launched an ambitious new international campaign using the slogan "Coca-Cola. Then, during World War I the rationing of sugar almost devastated the company. The ads replaced the boys and girls at the soda fountain with smiling soldiers. They used everything that TV offered such as animation, stop motion and live action ads and coined the nationally known slogan "Things Go Better With Coke. Other ads that appealed to the consumer's sense of pleasure in associations with Coke included an ideal American girl drinking Coke, business men drinking Coke aboard an American Pullman train car and young people enjoying Coke out on a boat ride. In the mid thirties a serious competitor was new to the market with surprising success. ' These ads helped people escape the realities of the depression and gave them hope that life would return to normal. The famous red Coca-Cola disk gave the image of the American way of life before the war and during the war. After fifty years D'Arcy closed its account with Coca-Cola and responsibilities for advertising was transferred to McCann-Erickson. " After ninety nine years Coke had become such a part of American life, that when the company tried to introduce "new Coke" the public protested so strongly that the company had to bring back the original renamed "Coca-Cola classic.
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Acceptance Essays
