Coca­Cola

Type Cola

Manufacturer The Coca­Cola Company

Country oforigin

United States

Introduced 1886

Color Caramel E­150d

Flavor Cola

Variants Diet CokeCaffeine­Free Coca­ColaDiet Coke Caffeine­FreeCoca­Cola ZeroCoca­Cola CherryCoca­Cola with LemonCoca­Cola VanillaCoca­Cola with LimeCoca­Cola RaspberryCoca­Cola Black CherryVanillaCoca­Cola BlākCoca­Cola CitraCoca­Cola OrangeCoca­Cola Life

Relatedproducts

PepsiPostobónRC ColaCola TurkaKola RealInca KolaZamzam ColaMecca­ColaVirgin ColaParsi ColaQibla Cola

Coca­ColaFrom Wikipedia, the free encyclopedia

Coca­Cola is a carbonated soft drink sold in stores,restaurants, and vending machines throughout theworld.[1] It is produced by The Coca­Cola Companyof Atlanta, Georgia, and is often referred to simply asCoke (a registered trademark of The Coca­ColaCompany in the United States since March 27, 1944).Originally intended as a patent medicine when it wasinvented in the late 19th century by John Pemberton,Coca­Cola was bought out by businessman AsaGriggs Candler, whose marketing tactics led Coke toits dominance of the world soft­drink marketthroughout the 20th century.

The company produces concentrate, which is thensold to licensed Coca­Cola bottlers throughout theworld. The bottlers, who hold territorially exclusivecontracts with the company, produce finished productin cans and bottles from the concentrate incombination with filtered water and sweeteners. Thebottlers then sell, distribute and merchandise Coca­Cola to retail stores and vending machines. The Coca­Cola Company also sells concentrate for sodafountains to major restaurants and food servicedistributors.

The Coca­Cola Company has, on occasion, introducedother cola drinks under the Coke brand name. Themost common of these is Diet Coke, with othersincluding Caffeine­Free Coca­Cola, Diet CokeCaffeine­Free, Coca­Cola Cherry, Coca­Cola Zero,Coca­Cola Vanilla, and special versions with lemon,lime, or coffee. In 2013, Coke products could befound in over 200 countries worldwide, withconsumers downing more than 1.8 billion companybeverage servings each day.[2]

Based on Interbrand's best global brand study of 2011,Coca­Cola was the world's most valuable brand.[3]

Contents

1 History1.1 19th century historical origins

Evoca ColaCorsica ColaBreizh ColaAfri Cola

Website www.coca­cola.com(http://www.coca­cola.com)

John Pemberton, the inventor ofCoca­Cola

1.1.1 The Coca­Cola Company1.2 Origins of bottling1.3 20th century1.4 New Coke1.5 21st century

2 Production2.1 Ingredients2.2 Formula of natural flavorings2.3 Use of stimulants in formula

2.3.1 Coca – cocaine2.3.2 Kola nuts – caffeine

2.4 Franchised production model3 Geographic spread4 Brand portfolio

4.1 Logo design4.2 Contour bottle design4.3 Types4.4 Designer bottles

5 Competitors6 Advertising

6.1 Holiday campaigns6.2 Sports sponsorship6.3 In mass media

7 Criticism7.1 Health effects

8 Use as political and corporate symbol9 Social causes10 See also11 References12 Further reading

12.1 Primary sources13 External links

History

19th century historical origins

Eagle Drug and Chemical House,Columbus, Georgia

Believed to be the first coupon ever,this ticket for a free glass of Coca­Cola was first distributed in 1888 tohelp promote the drink. By 1913, thecompany had redeemed 8.5 milliontickets.[4]

This Coca­Cola advertisement from1943 is still displayed in Minden,Louisiana.

Confederate Colonel John Pemberton who was wounded in the Civil War, became addicted to morphine,and began a quest to find a substitute for the dangerous opiate.[5] The prototype Coca­Cola recipe wasformulated at Pemberton's Eagle Drug and Chemical House,[6] adrugstore in Columbus, Georgia, originally as a coca wine.[7][8]He may have been inspired by the formidable success of VinMariani, a European coca wine.[9]

In 1885, Pemberton registered his French Wine Coca nervetonic.[10] In 1886, when Atlanta and Fulton County passedprohibition legislation, Pemberton responded by developingCoca­Cola, essentially a nonalcoholic version of French WineCoca.[11] The first sales were at Jacob's Pharmacy in Atlanta,Georgia, on May 8, 1886.[12] It was initially sold as a patentmedicine for five cents[13] a glass at soda fountains, which werepopular in the United States at the time due to the belief thatcarbonated water was good for the health.[14] Pemberton claimedCoca­Cola cured many diseases, including morphine addiction,dyspepsia, neurasthenia, headache, and impotence. Pembertonran the first advertisement for the beverage on May 29 of thesame year in the Atlanta Journal.[15]

By 1888, three versions of Coca­Cola – sold by three separatebusinesses – were on the market. A copartnership had beenformed on January 14, 1888 between Pemberton and four Atlantabusinessmen: J.C. Mayfield, A.O. Murphey; C.O. Mullahy andE.H. Bloodworth. Not codified by any signed document, a verbalstatement given by Asa Candler years later asserted undertestimony that he had acquired a stake in Pemberton's companyas early as 1887.[16] John Pemberton declared that the name"Coca­Cola" belonged to his son, Charley, but the other twomanufacturers could continue to use the formula.[17]

Charley Pemberton's record of control over the "Coca­Cola"name was the underlying factor that allowed for him toparticipate as a major shareholder in the March 1888 Coca­ColaCompany incorporation filing made in his father's place.[18]Charley's exclusive control over the "Coca Cola" name became acontinual thorn in Asa Candler's side. Candler's oldest son,Charles Howard Candler, authored a book in 1950 published byEmory University. In this definitive biography about his father,Candler specifically states: "..., on April 14, 1888, the youngdruggist [Asa Griggs Candler] purchased a one­third interest in the formula of an almost completelyunknown proprietary elixir known as Coca­Cola."[19]

The deal was actually between John Pemberton's son Charley and Walker, Candler & Co. – with JohnPemberton acting as cosigner for his son. For $50 down and $500 in 30 days, Walker, Candler & Co.obtained all of the one­third interest in the Coca­Cola Company that Charley held, all while Charley stillheld on to the name. After the April 14 deal, on April 17, 1888, one­half of the Walker/Dozier interestshares were acquired by Candler for an additional $750.[20]

Early Coca­Cola bottling machine atBiedenharn Museum and Gardens inMonroe, Louisiana

Old German Coca­Cola bottle opener.

The Coca­Cola Company

In 1892, Candler set out to incorporate a second company; "TheCoca­Cola Company" (the current corporation). When Candlerhad the earliest records of the "Coca­Cola Company" burned in1910, the action was claimed to have been made during a moveto new corporation offices around this time.[21]

After Candler had gained a better foothold on Coca­Cola in April1888, he nevertheless was forced to sell the beverage heproduced with the recipe he had under the names "Yum Yum"and "Koke". This was while Charley Pemberton was selling theelixir, although a cruder mixture, under the name "Coca­Cola",all with his father's blessing. After both names failed to catch onfor Candler, by the summer of 1888, the Atlanta pharmacist wasquite anxious to establish a firmer legal claim to Coca­Cola, andhoped he could force his two competitors, Walker and Dozier,completely out of the business, as well.[22]

When Dr. John Stith Pemberton suddenly died on August 16,1888, Asa G. Candler now sought to move swiftly forward toattain his vision of taking full control of the whole Coca­Colaoperation.

Charley Pemberton, an alcoholic, was the one obstacle who unnerved Asa Candler more than anyoneelse. Candler is said to have quickly maneuvered to purchase the exclusive rights to the name "Coca­Cola" from Pemberton's son Charley right after Dr. Pemberton's death. One of several stories was thatCandler bought the title to the name from Charley's mother for $300; approaching her at Dr. Pemberton'sfuneral. Eventually, Charley Pemberton was found on June 23, 1894, unconscious, with a stick of opiumby his side. Ten days later, Charley died at Atlanta's Grady Hospital at the age of 40.[23]

In Charles Howard Candler's 1950 book about his father, he stated: "On August 30th [1888], he [AsaCandler] became sole proprietor of Coca­Cola, a fact which was stated on letterheads, invoice blanksand advertising copy."[24]

With this action on August 30, 1888, Candler's sole control became technically all true. Candler hadnegotiated with Margaret Dozier and her brother Woolfolk Walker a full payment amounting to $1,000,which all agreed Candler could pay off with a series of notes over a specified time span. By May 1,1889, Candler was now claiming full ownership of the Coca­Cola beverage, with a total investmentoutlay by Candler for the drink enterprise over the years amounting to $2,300.[25]

In 1914, Margaret Dozier, as co­owner of the original Coca­Cola Company in 1888, came forward toclaim that her signature on the 1888 Coca­Cola Company bill of sale had been forged. Subsequentanalysis of certain similar transfer documents had also indicated John Pemberton's signature was mostlikely a forgery, as well, which some accounts claim was precipitated by his son Charley.[26]

Origins of bottling

The first bottling of Coca­Cola occurred in Vicksburg, Mississippi, at the Biedenharn Candy Companyin 1891. The proprietor of the bottling works was Joseph A. Biedenharn. The original bottles wereBiedenharn bottles, very different from the much later hobble­skirt design of 1915 now so familiar.

Bottling plant of Coca­Cola CanadaLtd. January 8, 1941. Montreal,Canada.

Original framed Coca­Cola artist'sdrawn graphic presented by TheCoca­Cola Company on July 12, 1944to Charles Howard Candler on theoccasion of Coca­Cola's "1 BillionthGallon of Coca­Cola Syrup."

It was then a few years later that two entrepreneurs from Chattanooga, Tennessee, namely; Benjamin F.Thomas and Joseph B. Whitehead, proposed the idea of bottling and were so persuasive that Candlersigned a contract giving them control of the procedure for onlyone dollar. Candler never collected his dollar, but in 1899,Chattanooga became the site of the first Coca­Cola bottlingcompany. Candler remained very content just selling hiscompany's syrup.[27] The loosely termed contract proved to beproblematic for The Coca­Cola Company for decades to come.Legal matters were not helped by the decision of the bottlers tosubcontract to other companies, effectively becoming parentbottlers.[28]

20th century

The first outdoor wall advertisement that promoted the Coca­Cola drink was painted in 1894 in Cartersville, Georgia.[29] Cola syrup was sold as an over­the­counterdietary supplement for upset stomach.[30][31] By the time of its 50th anniversary, the soft drink hadreached the status of a national icon in the USA. In 1935, it was certified kosher by Atlanta RabbiTobias Geffen, after the company made minor changes in the sourcing of some ingredients.[32]

The longest running commercial Coca­Cola soda fountainanywhere was Atlanta's Fleeman's Pharmacy, which first openedits doors in 1914.[33] Jack Fleeman took over the pharmacy fromhis father and ran it until 1995; closing it after 81 years.[34] OnJuly 12, 1944, the one­billionth gallon of Coca­Cola syrup wasmanufactured by The Coca­Cola Company. Cans of Coke firstappeared in 1955.[35]

New Coke

On April 23, 1985, Coca­Cola, amid much publicity, attemptedto change the formula of the drink with "New Coke". Follow­uptaste tests revealed most consumers preferred the taste of NewCoke to both Coke and Pepsi[36] but Coca­Cola management wasunprepared for the public's nostalgia for the old drink, leading toa backlash. The company gave in to protests and returned to avariation of the old formula using high fructose corn syrupinstead of cane sugar as the main sweetener, under the nameCoca­Cola Classic, on July 10, 1985.

21st century

On July 5, 2005, it was revealed that Coca­Cola would resume operations in Iraq for the first time sincethe Arab League boycotted the company in 1968.[37]

In April 2007, in Canada, the name "Coca­Cola Classic" was changed back to "Coca­Cola". The word"Classic" was removed because "New Coke" was no longer in production, eliminating the need todifferentiate between the two.[38] The formula remained unchanged. In January 2009, Coca­Cola stopped

Claimed to be the first installationanywhere of the 1948 model "BoatMotor" styled Coca­Cola sodadispenser, Fleeman's Pharmacy,Atlanta, Georgia. The "Boat Motor"soda dispenser was introduced in thelate 1930s and manufactured till thelate 1950s. Photograph circa 1948.

The Las Vegas Strip World of Coca­Cola museum in 2003

printing the word "Classic" on the labels of 16­US­fluid­ounce (470 ml) bottles sold in parts of thesoutheastern United States.[39] The change is part of a larger strategy to rejuvenate the product'simage.[39] The word "Classic" was removed from all Coca­Cola products by 2011.

In November 2009, due to a dispute over wholesale prices of Coca­Cola products, Costco stoppedrestocking its shelves with Coke and Diet Coke. However, some Costco locations (such as the ones inTucson, Arizona), sell imported Coca­Cola from Mexico.[40] Coca­Cola introduced the 7.5­ounce mini­can in 2009, and on September 22, 2011, the companyannounced price reductions, asking retailers to sell eight­packsfor $2.99. That same day, Coca­Cola announced the 12.5­ouncebottle, to sell for 89 cents. A 16­ounce bottle has sold well at 99cents since being re­introduced, but the price was going up to$1.19.[41]

In 2012, Coca­Cola resumed business in Myanmar after 60 yearsof absence due to U.S.­imposed investment sanctions against thecountry.[42][43] Coca­Cola's bottling plant will be located inYangon and is part of the company's five­year plan and $200million investment in Myanmar.[44] Coca­Cola with its partnersis to invest USD 5 billion in its operations in India by 2020.[45] In2013, it was announced that Coca­Cola Life would be introducedin Argentina that would contain stevia and sugar.[46]

In August 2014 the company announced it was forming a long­term partnership with Monster Beverage, with the two forging astrategic marketing and distribution alliance, and product lineswap. As part of the deal Coca­Cola was to acquire a 16.7%stake in Monster for $2.15 billion, with an option to increase it to25%.[47]

Production

Ingredients

Carbonated waterSugar (sucrose or high­fructose corn syrup depending oncountry of origin)CaffeinePhosphoric acidCaramel color (E150d)

Natural flavorings[48]

A can of Coke (12 fl ounces/355 ml) has 39 grams of carbohydrates (all from sugar, approximately 10teaspoons),[49] 50 mg of sodium, 0 grams fat, 0 grams potassium, and 140 calories.[50]

Formula of natural flavorings

Coca­Cola Museum in Atlanta,Georgia

An early Coca Cola advertisement.

The exact formula of Coca­Cola's natural flavorings (but not its other ingredients, which are listed on theside of the bottle or can) is a trade secret. The original copy of the formula was held in SunTrust Bank'smain vault in Atlanta for 86 years. Its predecessor, the Trust Company, was the underwriter for theCoca­Cola Company's initial public offering in 1919. On December 8, 2011, the original secret formulawas moved from the vault at SunTrust Banks to a new vault containing the formula which will be ondisplay for visitors to its World of Coca­Cola museum in downtown Atlanta.[51]

According to Snopes, a popular myth states that only twoexecutives have access to the formula, with each executivehaving only half the formula.[52] However, several sources statethat while Coca­Cola does have a rule restricting access to onlytwo executives, each knows the entire formula and others, inaddition to the prescribed duo, have known the formulationprocess.[53]

On February 11, 2011, Ira Glass revealed on his PRI radio show,This American Life, that the secret formula to Coca­Cola hadbeen uncovered in a 1979 newspaper. The formula foundbasically matched the formula found in Pemberton'sdiary.[54][55][56][57]

Use of stimulants in formula

When launched, Coca­Cola's two key ingredients were cocaineand caffeine. The cocaine was derived from the coca leaf and thecaffeine from kola nut, leading to the name Coca­Cola (the "K"in Kola was replaced with a "C" for marketing purposes).[58][59]

Coca – cocaine

Pemberton called for five ounces of coca leaf per gallon of syrup,a significant dose; in 1891, Candler claimed his formula (alteredextensively from Pemberton's original) contained only a tenth ofthis amount. Coca­Cola once contained an estimated ninemilligrams of cocaine per glass. In 1903, it was removed.[60]

After 1904, instead of using fresh leaves, Coca­Cola startedusing "spent" leaves – the leftovers of the cocaine­extractionprocess with trace levels of cocaine.[61] Coca­Cola now uses acocaine­free coca leaf extract prepared at a Stepan Companyplant in Maywood, New Jersey.[62]

In the United States, the Stepan Company is the only manufacturing plant authorized by the FederalGovernment to import and process the coca plant,[63] which it obtains mainly from Peru and, to a lesserextent, Bolivia. Besides producing the coca flavoring agent for Coca­Cola, the Stepan Company extractscocaine from the coca leaves, which it sells to Mallinckrodt, a St. Louis, Missouri, pharmaceuticalmanufacturer that is the only company in the United States licensed to purify cocaine for medicinaluse.[64]

Kola nuts – caffeine

Kola nuts act as a flavoring and the source of caffeine in Coca­Cola. In Britain, for example, theingredient label states "Flavourings (Including Caffeine)."[65] Kola nuts contain about 2.0 to 3.5%caffeine, are of bitter flavor and are commonly used in cola soft drinks. In 1911, the U.S. governmentinitiated United States v. Forty Barrels and Twenty Kegs of Coca­Cola, hoping to force Coca­Cola toremove caffeine from its formula. The case was decided in favor of Coca­Cola. Subsequently, in 1912,the U.S. Pure Food and Drug Act was amended, adding caffeine to the list of "habit­forming" and"deleterious" substances which must be listed on a product's label.

Coca­Cola contains 34 mg of caffeine per 12 fluid ounces (9.8 mg per 100 ml).[66]

Franchised production model

The actual production and distribution of Coca­Cola follows a franchising model. The Coca­ColaCompany only produces a syrup concentrate, which it sells to bottlers throughout the world, who holdCoca­Cola franchises for one or more geographical areas. The bottlers produce the final drink by mixingthe syrup with filtered water and sweeteners, and then carbonate it before putting it in cans and bottles,which the bottlers then sell and distribute to retail stores, vending machines, restaurants and food servicedistributors.[67]

The Coca­Cola Company owns minority shares in some of its largest franchises, such as Coca­ColaEnterprises, Coca­Cola Amatil, Coca­Cola Hellenic Bottling Company and Coca­Cola FEMSA, butfully independent bottlers produce almost half of the volume sold in the world. Independent bottlers areallowed to sweeten the drink according to local tastes.[68]

The bottling plant in Skopje, Macedonia, received the 2009 award for "Best Bottling Company".[69]

On May 5, 2014, Coca­Cola said they are working to remove a controversial ingredient, brominatedvegetable oil, from all of their drinks.[70]

Geographic spread

Since it announced its intention to begin distribution in Burma in June 2012, Coca­Cola has beenofficially available in every country in the world except Cuba and North Korea.[71] However, it isreported to be available in both countries as a grey import.[72][73]

Coca­Cola has been a point of legal discussion in the Middle East. In the early 20th century, a fatwa wascreated in Egypt to discuss the question of "whether Muslims were permitted to drink Coca­Cola andPepsi cola."[74] The fatwa states: "According to the Muslim Hanefite, Shafi'ite, etc., the rule in Islamiclaw of forbidding or allowing foods and beverages is based on the presumption that such things arepermitted unless it can be shown that they are forbidden on the basis of the Qur'an."[74] The Muslimjurists stated that, unless the Qu'ran specifically prohibits the consumption of a particular product, it ispermissible to consume. Another clause was discussed, whereby the same rules apply if a person isunaware of the condition or ingredients of the item in question.

Brand portfolio

This is a list of variants of Coca­Cola introduced around the world. In addition to the caffeine­freeversion of the original, additional fruit flavors have been included over the years. Not included here areversions of Diet Coke and Coca­Cola Zero; variant versions of those no­calorie colas can be found attheir respective articles.

Name Launched Discontinued NotesCoca­Cola 1886 The original version of Coca­Cola.Caffeine­Free Coca­Cola

1983 The caffeine free version of Coca­Cola.

Coca­ColaCherry 1985 Was available in Canada starting in 1996. Called "Cherry

Coca­Cola (Cherry Coke)" in North America until 2006.NewCoke/"Coca­Cola II"

1985 2002 Was still available in Yap and American Samoa

Coca­Colawith Lemon 2001 2005

Available in:

Australia, American Samoa, Austria, Belgium, Brazil,China, Denmark, Federation of Bosnia and Herzegovina,Finland, France, Germany, Hong Kong, Iceland, Korea,Luxembourg, Macau, Malaysia, Mongolia, Netherlands,New Caledonia, New Zealand, Réunion, Singapore, Spain,Switzerland, Taiwan, Tunisia, United Kingdom, UnitedStates, and West Bank­Gaza

Coca­ColaVanilla

2002;2007;2013

2005;

Available in: Austria, Australia, China, Czech Republic,Finland, Germany, Hong Kong, New Zealand, Malaysia,Slovakia, South­Africa, Sweden, United Kingdom andUnited States. It was reintroduced in June 2007 by populardemand.

Coca­Colawith Lime 2005 Available in Belgium, Netherlands, Singapore, Canada,

the United Kingdom, and the United States.

Coca­ColaRaspberry June 2005 End of 2005

Was only available in New Zealand. Currently available inthe United States and the United Kingdom in Coca­ColaFreestyle fountain since 2009.

Coca­ColaBlackCherryVanilla

2006 Middle of2007 Was replaced by Vanilla Coke in June 2007

Coca­ColaBlāk 2006 Beginning of

2008

Only available in the United States, France, Canada,Czech Republic, Bosnia and Herzegovina, Bulgaria andLithuania

Coca­ColaCitra 2006 Only available in Bosnia and Herzegovina, New Zealand

and Japan.

Coca­ColaOrange 2007

Was available in the United Kingdom and Gibraltar for alimited time. In Germany, Austria and Switzerland it's soldunder the label Mezzo Mix. Currently available in Coca­Cola Freestyle fountain outlets in the United States since2009 and in the United Kingdom since 2014.

Coca­ColaLife 2013 Currently available in Argentina, Chile, the United

Kingdom, the United States, Mexico, and Sweden.

Logo design

The Coca­Cola logo was created by John Pemberton's bookkeeper, Frank Mason Robinson, in 1885.[75]Robinson came up with the name and chose the logo's distinctive cursive script. The typeface used,known as Spencerian script, was developed in the mid­19th century and was the dominant form offormal handwriting in the United States during that period.

Robinson also played a significant role in early Coca­Cola advertising. His promotional suggestions toPemberton included giving away thousands of free drink coupons and plastering the city of Atlanta withpublicity banners and streetcar signs.[76]

Contour bottle design

The Coca­Cola bottle, called the "contour bottle" within the company, was created by bottle designerEarl R. Dean. In 1915, the Coca­Cola Company launched a competition among its bottle suppliers tocreate a new bottle for their beverage that would distinguish it from other beverage bottles, "a bottlewhich a person could recognize even if they felt it in the dark, and so shaped that, even if broken, aperson could tell at a glance what it was."[77]

Chapman J. Root, president of the Root Glass Company of Terre Haute, Indiana, turned the project overto members of his supervisory staff, including company auditor T. Clyde Edwards, plant superintendentAlexander Samuelsson, and Earl R. Dean, bottle designer and supervisor of the bottle molding room.Root and his subordinates decided to base the bottle's design on one of the soda's two ingredients, thecoca leaf or the kola nut, but were unaware of what either ingredient looked like. Dean and Edwardswent to the Emeline Fairbanks Memorial Library and were unable to find any information about coca orkola. Instead, Dean was inspired by a picture of the gourd­shaped cocoa pod in the EncyclopædiaBritannica. Dean made a rough sketch of the pod and returned to the plant to show Root. He explained toRoot how he could transform the shape of the pod into a bottle. Root gave Dean his approval.[77]

Faced with the upcoming scheduled maintenance of the mold­making machinery, over the next 24 hoursDean sketched out a concept drawing which was approved by Root the next morning. Dean thenproceeded to create a bottle mold and produced a small number of bottles before the glass­moldingmachinery was turned off.[78]

Chapman Root approved the prototype bottle and a design patent was issued on the bottle in November1915. The prototype never made it to production since its middle diameter was larger than its base,making it unstable on conveyor belts. Dean resolved this issue by decreasing the bottle's middlediameter. During the 1916 bottler's convention, Dean's contour bottle was chosen over other entries andwas on the market the same year. By 1920, the contour bottle became the standard for the Coca­ColaCompany. A revised version was also patented in 1923. Because the Patent Office releases the PatentGazette on Tuesday, the bottle was patented on December 25, 1923, and was nicknamed the "Christmasbottle." Today, the contour Coca­Cola bottle is one of the most recognized packages on theplanet..."even in the dark!".[28]

As a reward for his efforts, Dean was offered a choice between a $500 bonus or a lifetime job at theRoot Glass Company. He chose the lifetime job and kept it until the Owens­Illinois Glass Companybought out the Root Glass Company in the mid­1930s. Dean went on to work in other Midwestern glassfactories.

One alternative depiction has Raymond Loewy as the inventor of the unique design, but, while Loewydid serve as a designer of Coke cans and bottles in later years, he was in the French Army the year thebottle was invented and did not emigrate to the United States until 1919. Others have attributed

inspiration for the design not to the cocoa pod, but to a Victorian hooped dress.[79]

In 1944, Associate Justice Roger J. Traynor of the Supreme Court of California took advantage of a caseinvolving a waitress injured by an exploding Coca­Cola bottle to articulate the doctrine of strict liabilityfor defective products. Traynor's concurring opinion in Escola v. Coca­Cola Bottling Co. is widelyrecognized as a landmark case in U.S. law today.[80]

In 2007, the company's logo on cans and bottles changed. The cans and bottles retained the red color andfamiliar typeface, but the design was simplified, leaving only the logo and a plain white swirl (the"dynamic ribbon").

Types

The classic Coca­Cola contourbottle design

Earl R. Dean's original 1915concept drawing of the contourCoca­Cola bottle

The prototype never made it toproduction since its middle diameterwas larger than its base, making itunstable on conveyor belts.

Diet Coke aluminium can.

Designer bottles

Karl Lagerfeld is the latest designer to have created a collection of aluminum bottles for Coca­Cola.Lagerfeld is not the first fashion designer to create a special version of the famous Coca­Cola Contourbottle. A number of other limited edition bottles by fashion designers for Coca Cola Light soda havebeen created in the last few years.

In 2009, in Italy, Coca­Cola Light had a Tribute to Fashion to celebrate 100 years of the recognizablecontour bottle. Well known Italian designers Alberta Ferretti, Blumarine, Etro, Fendi, Marni, Missoni,Moschino, and Versace each designed limited edition bottles.[81]

Competitors

Pepsi, the flagship product of PepsiCo, The Coca­Cola Company's main rival in the soft drink industry,is usually second to Coke in sales, and outsells Coca­Cola in some markets. RC Cola, now owned by theDr Pepper Snapple Group, the third largest soft drink manufacturer, is also widely available.

Around the world, many local brands compete with Coke. In South and Central America Kola Real,known as Big Cola in Mexico, is a growing competitor to Coca­Cola.[82] On the French island ofCorsica, Corsica Cola, made by brewers of the local Pietra beer, is a growing competitor to Coca­Cola.In the French region of Brittany, Breizh Cola is available. In Peru, Inca Kola outsells Coca­Cola, whichled The Coca­Cola Company to purchase the brand in 1999. In Sweden, Julmust outsells Coca­Coladuring the Christmas season.[83] In Scotland, the locally produced Irn­Bru was more popular than Coca­Cola until 2005, when Coca­Cola and Diet Coke began to outpace its sales.[84]

In India, Coca­Cola ranked third behind the leader, Pepsi­Cola, and local drink Thums Up. The Coca­Cola Company purchased Thums Up in 1993.[85] As of 2004, Coca­Cola held a 60.9% market­share inIndia.[86] Tropicola, a domestic drink, is served in Cuba instead of Coca­Cola, due to a United Statesembargo. French brand Mecca Cola and British brand Qibla Cola are competitors to Coca­Cola in theMiddle East.

In Turkey, Cola Turka, in Iran and the Middle East, Zamzam Cola and Parsi Cola, in some parts ofChina, China Cola, in Slovenia, Cockta and the inexpensive Mercator Cola, sold only in the country'sbiggest supermarket chain, Mercator, are some of the brand's competitors. Classiko Cola, made by TikoGroup, the largest manufacturing company in Madagascar, is a serious competitor to Coca­Cola in manyregions. Laranjada is the top­selling soft drink on Madeira.

Advertising

Coca­Cola's advertising has significantly affected American culture, and it is frequently credited withinventing the modern image of Santa Claus as an old man in a red­and­white suit. Although the companydid start using the red­and­white Santa image in the 1930s, with its winter advertising campaignsillustrated by Haddon Sundblom, the motif was already common.[87][88] Coca­Cola was not even the firstsoft drink company to use the modern image of Santa Claus in its advertising: White Rock Beveragesused Santa in advertisements for its ginger ale in 1923, after first using him to sell mineral water in1915.[89][90] Before Santa Claus, Coca­Cola relied on images of smartly dressed young women to sell itsbeverages. Coca­Cola's first such advertisement appeared in 1895, featuring the young Bostonian actressHilda Clark as its spokeswoman.

An 1890s advertisementshowing model Hilda Clarkin formal 19th century attire.The ad is titled Drink Coca­Cola 5¢. (US).

Coca­Cola ghost sign in Fort Dodge,Iowa. Older Coca­Cola ghosts behindBorax and telephone ads.

1941 saw the first use of the nickname "Coke" as an official trademark for the product, with a series ofadvertisements informing consumers that "Coke means Coca­Cola".[91] In 1971 a song from a Coca­Cola commercial called "I'd Like to Teach the World to Sing", produced by Billy Davis, became a hitsingle.

Coke's advertising is pervasive, as one of Woodruff's stated goals was to ensure that everyone on Earthdrank Coca­Cola as their preferred beverage. This is especially true in southern areas of the UnitedStates, such as Atlanta, where Coke was born.

Some Coca­Cola television commercials between 1960 through 1986 were written and produced byformer Atlanta radio veteran Don Naylor (WGST 1936–1950, WAGA 1951–1959) during his career as aproducer for the McCann Erickson advertising agency. Many of these early television commercials forCoca­Cola featured movie stars, sports heroes and popular singers.

During the 1980s, Pepsi­Cola ran a series of television advertisementsshowing people participating in taste tests demonstrating that, accordingto the commercials, "fifty percent of the participants who said theypreferred Coke actually chose the Pepsi." Statisticians pointed out theproblematic nature of a 50/50 result: most likely, the taste tests showedthat in blind tests, most people cannot tell the difference between Pepsiand Coke. Coca­Cola ran ads to combat Pepsi's ads in an incidentsometimes referred to as the cola wars; one of Coke's ads compared theso­called Pepsi challenge to two chimpanzees deciding which tennis ballwas furrier. Thereafter, Coca­Cola regained its leadership in the market.

Selena was a spokesperson for Coca­Cola from 1989 till the time of herdeath. She filmed three commercials for the company. During 1994, tocommemorate her five years with the company, Coca­Cola issued specialSelena coke bottles.[92]

The Coca­Cola Company purchased Columbia Pictures in 1982, andbegan inserting Coke­product images into many of its films. After a fewearly successes during Coca­Cola's ownership, Columbia beganto under­perform, and the studio was sold to Sony in 1989.

Coca­Cola has gone through a number of different advertisingslogans in its long history, including "The pause that refreshes,""I'd like to buy the world a Coke," and "Coke is it" (see Coca­Cola slogans).

In 2006, Coca­Cola introduced My Coke Rewards, a customerloyalty campaign where consumers earn points by entering codesfrom specially marked packages of Coca­Cola products into awebsite. These points can be redeemed for various prizes orsweepstakes entries.[93]

In Australia in 2011, Coca­Cola began the "share a Coke" campaign, where the Coca­Cola logo wasreplaced on the bottles and replaced with first names. Coca­Cola used the 150 most popular names inAustralia to print on the bottles.[94][95][96] The campaign was paired with a website page, Facebook pageand an online "share a virtual Coke". The same campaign was introduced to Coca­Cola, Diet Coke &Coke Zero bottles and cans in the UK in 2013.[97][98]

Coca­Cola sales booth on the CapeVerde island of Fogo in 2004.

Coke advertisement – 2013

A Freightliner Coca­ColaChristmas truck in Dresden,Germany.

Coca­Cola has also advertised its product to be consumed as a breakfast beverage, instead of coffee ortea for the morning caffeine.[99][100]

Holiday campaigns

The "Holidays are coming!" advertisement features a train of reddelivery trucks, emblazoned with the Coca­Cola name anddecorated with Christmas lights, driving through a snowylandscape and causing everything that they pass to light up andpeople to watch as they pass through.[101]

The advertisement fell into disuse in 2001, as the Coca­Colacompany restructured its advertising campaigns so thatadvertising around the world was produced locally in eachcountry, rather than centrally in the company's headquarters inAtlanta, Georgia.[102] In 2007, the company brought back thecampaign after, according to the company, many consumerstelephoned its information center saying that they considered it tomark the beginning of Christmas.[101] The advertisement was created byU.S. advertising agency Doner, and has been part of the company'sglobal advertising campaign for many years.[103]

Keith Law, a producer and writer of commercials for Belfast CityBeat,was not convinced by Coca­Cola's reintroduction of the advertisement in2007, saying that "I don't think there's anything Christmassy about HGVsand the commercial is too generic."[104]

In 2001, singer Melanie Thornton recorded the campaign's advertisingjingle as a single, Wonderful Dream (Holidays are Coming), whichentered the pop­music charts in Germany at no. 9.[105][106] In 2005,Coca­Cola expanded the advertising campaign to radio, employingseveral variations of the jingle.[107]

In 2011, Coca­Cola launched a campaign for the Indian holiday Diwali.The campaign included commercials, a song and an integration withShah Rukh Khan’s film Ra.One.[108][109][110]

Sports sponsorship

Coca­Cola was the first commercial sponsor of the Olympic games, atthe 1928 games in Amsterdam, and has been an Olympics sponsor eversince.[111] This corporate sponsorship included the 1996 SummerOlympics hosted in Atlanta, which allowed Coca­Cola to spotlight itshometown. Most recently, Coca­Cola has released localized commercialsfor the 2010 Winter Olympics in Vancouver; one Canadian commercialreferred to Canada's hockey heritage and was modified after Canada wonthe gold medal game on February 28, 2010 by changing the ending lineof the commercial to say "Now they know whose game they'replaying".[112]

1952 Summer Olympics inHelsinki. Coca­Cola vendingpoint

Since 1978, Coca­Cola has sponsored the FIFA World Cup, and othercompetitions organised by FIFA. One FIFA tournament trophy, the FIFAWorld Youth Championship from Tunisia in 1977 to Malaysia in 1997,was called "FIFA — Coca Cola Cup".[113] In addition, Coca­Colasponsors the annual Coca­Cola 600 and Coke Zero 400 for the NASCARSprint Cup Series at Charlotte Motor Speedway in Concord, NorthCarolina and Daytona International Speedway in Daytona, Florida.

Coca­Cola has a long history of sports marketing relationships, whichover the years have included Major League Baseball, the NationalFootball League, the National Basketball Association, and the NationalHockey League, as well as with many teams within those leagues. Coca­Cola has had a longtime relationship with the NFL's Pittsburgh Steelers,due in part to the now­famous 1979 television commercial featuring"Mean Joe" Greene, leading to the two opening the Coca­Cola GreatHall at Heinz Field in 2001 and a more recent Coca­Cola Zero commercial featuring Troy Polamalu.

Coca­Cola is the official soft drink of many collegiate football teams throughout the nation, partly due toCoca­Cola providing those schools with upgraded athletic facilities in exchange for Coca­Cola'ssponsorship. This is especially prevalent at the high school level, which is more dependent on suchcontracts due to tighter budgets.

Coca­Cola was one of the official sponsors of the 1996 Cricket World Cup held on the Indiansubcontinent. Coca Cola is also one of the associate sponsor of Delhi Daredevils in Indian PremierLeague.

In England, Coca­Cola was the main sponsor of The Football League between 2004 and 2010, a namegiven to the three professional divisions below the Premier League in football (soccer). In 2005, Coca­Cola launched a competition for the 72 clubs of the football league — it was called "Win a Player". Thisallowed fans to place one vote per day for their favorite club, with one entry being chosen at randomearning £250,000 for the club; this was repeated in 2006. The "Win A Player" competition was verycontroversial, as at the end of the 2 competitions, Leeds United A.F.C. had the most votes by more thandouble, yet they did not win any money to spend on a new player for the club. In 2007, the competitionchanged to "Buy a Player". This competition allowed fans to buy a bottle of Coca­Cola or Coca­ColaZero and submit the code on the wrapper on the Coca­Cola website. This code could then earn anythingfrom 50p to £100,000 for a club of their choice. This competition was favored over the old "Win aPlayer" competition, as it allowed all clubs to win some money. Between 1992 and 1998, Coca­Cola wasthe title sponsor of the Football League Cup (Coca­Cola Cup), the secondary cup tournament ofEngland.

Between 1994 and 1997, Coca­Cola was also the title sponsor of the Scottish League Cup, renaming itthe Coca­Cola Cup like its English counterpart.

Introduced March 1, 2010, in Canada, to celebrate the 2010 Winter Olympics, Coca Cola sold goldcolored cans in packs of 12 355 mL (12 imp fl oz; 12 US fl oz) each, in select stores.[114]

In 2012, Coca­Cola (Philippines) hosted/sponsored the Coca­Cola PBA Youngstars in the Philippines.

In mass media

Coca Cola advertised on aVolkswagen T2 in Maringá, Paraná,Brazil.

Coca­Cola has been prominently featured in countless films and television programs. Since its creation,it remains as one of the most prominent elements of the popularculture. It was a major plot element in films such as One, Two,Three, The Coca­Cola Kid, and The Gods Must Be Crazy, amongmany others. It provides a setting for comical corporateshenanigans in the novel Syrup by Maxx Barry. In music, in theBeatles' song, "Come Together", the lyrics say, "He shoot Coca­Cola, he say...". The Beach Boys also referenced Coca­Cola intheir 1964 song "All Summer Long" (i.e. "'Member when youspilled Coke all over your blouse?")[115]

The best selling artist of all time and worldwide culturalicon,[116] Elvis Presley, promoted Coca­Cola during his last tourof 1977.[117] The Coca­Cola Company used Elvis' image topromote the product.[118] For example, the company used a songperformed by Presley, A Little Less Conversation, in a Japanese Coca­Cola commercial.[119]

Other artists that promoted Coca­Cola include the Beatles, David Bowie,[120] George Michael,[121] EltonJohn[122] and Whitney Houston,[123] who appeared in the Diet Coca­Cola commercial, among manyothers.

Not all musical references to Coca­Cola went well. A line in "Lola" by the Kinks was originallyrecorded as "You drink champagne and it tastes just like Coca­Cola." When the British BroadcastingCorporation refused to play the song because of the commercial reference, lead singer Ray Davies re­recorded the lyric as "it tastes just like cherry cola" to get airplay for the song.[124]

Political cartoonist Michel Kichka satirized a famous Coca­Cola billboard in his 1982 poster "And ILove New York." On the billboard, the Coca­Cola wave is accompanied by the words "Enjoy Coke." InKichka's poster, the lettering and script above the Coca­Cola wave instead read "Enjoy Cocaine."[125]

Criticism

Health effects

A link has been shown between long­term regular cola intake and osteoporosis in older women (but notmen).[126] This was thought to be due to the presence of phosphoric acid, and the risk was found to besame for caffeinated and noncaffeinated colas, as well as the same for diet and sugared colas.

In India, there was a controversy whether there are pesticides and other harmful chemicals in bottledproducts, including Coca­Cola. In 2003 the Centre for Science and Environment (CSE), a non­governmental organization in New Delhi, said aerated waters produced by soft drinks manufacturers inIndia, including multinational giants PepsiCo and Coca­Cola, contained toxins including lindane, DDT,malathion and chlorpyrifos — pesticides. CSE found that the Indian­produced Pepsi's soft drink productshad 36 times the level of pesticide residues permitted under European Union regulations; Coca­Cola'ssoft drink was found to have 30 times the permitted amount. CSE said it had tested the same productssold in the U.S. and found no such residues. A study performed by the Indian Health Ministry failed toreproduce these results and concluded that the product was safe.[127][128]

Coca­Cola advertising in High Atlasmountains of Morocco

A mock­up of the Coke dispenserflown aboard the Space Shuttle in1996 (US)

After the pesticide allegations were made in 2003, Coca­Cola sales in India declined by 15 percent. In2004 an Indian parliamentary committee backed up CSE's findings and a government­appointedcommittee was tasked with developing the world's first pesticide standards for soft drinks. The Coca­Cola Company has responded that its plants filter water to remove potential contaminants and that itsproducts are tested for pesticides and must meet minimum health standards before they aredistributed.[129] In the Indian state of Kerala sale and production of Coca­Cola, along with other softdrinks, was initially banned after the allegations, until the High Court in Kerala overturned ruled thatonly the federal government can ban food products. Coca­Cola has also been accused of excessive waterusage in India.[130]

Use as political and corporate symbol

Coca­Cola has a highdegree of identificationwith the United States,being considered by somean "American Brand" oras an item representingAmerica. During WorldWar II, this gave rise tobrief production of theWhite Coke as a neutralbrand.[131] The drink isalso often a metonym for

the Coca­Cola Company.

There are some consumer boycotts of Coca­Cola in Arabcountries due to Coke's early investment in Israel during the ArabLeague boycott of Israel (its competitor Pepsi stayed out ofIsrael).[132] Mecca Cola and Pepsi have been successfulalternatives in the Middle East.[133]

A Coca­Cola fountain dispenser (officially a Fluids GenericBioprocessing Apparatus­2 or FGBA­2) was developed for useon the Space Shuttle as a test bed to determine if carbonated beverages can be produced from separatelystored carbon dioxide, water and flavored syrups and determine if the resulting fluids can be madeavailable for consumption without bubble nucleation and resulting foam formation. The unit flew in1996 aboard STS­77 and held 1.65 liters each of Coca­Cola and Diet Coke.[134]

Social causes

In 2012, Coca­Cola is listed as a partner of the (RED) campaign, together with other brands such asNike, Girl, American Express and Converse. The campaign's mission is to prevent the transmission ofthe HIV virus from mother to child by 2015 (the campaign's byline is "Fighting For An AIDS FreeGeneration").[135]

See also

Coca CollaColalifeFantaList of Coca­Cola brandsPemberton's French Wine CocaMexican CokeOpenCola (drink)Premix and postmixCOCA­COLA HBC AG

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Wikimedia Commons hasmedia related to Coca­Cola.

Further reading

Allen, Frederick. Secret Formula: How Brilliant Marketing and Relentless Salesmanship MadeCoca­Cola the Best­Known Product in the World. New York: Harper Business, 1994.Blanding, Michael. The Coke Machine: The Dirty Truth Behind the World’s Favorite Soft Drink.New York: Avery, 2010.Elmore, Bartow J. "Citizen Coke: An Environmental and Political History of the Coca­ColaCompany," Enterprise & Society (2013) 14#4 pp 717–731 online(http://muse.jhu.edu/journals/enterprise_and_society/v014/14.4.elmore.html)Foster, Robert. Coca­Globalization: Following Soft Drinks from New York to New Guinea. NewYork: Palgrave Macmillan, 2008.Hays, Constance L. The Real Thing: Truth and Power at the Coca­Cola Company. New York:Random House, 2004.Kahn, Ely J., Jr. The Big Drink: The Story of Coca­Cola. New York: Random House, 1960.Louis, Jill Chen and Harvey Z. Yazijian. The Cola Wars. New York: Everest House Publishers,1980.Oliver, Thomas. The Real Coke, The Real Story. New York: Random House, 1986.Pendergrast, Mark. For God, Country, and Coca­Cola: The Unauthorized History of the GreatAmerican Soft Drink And the Company That Makes It. New York: Basic Books, 2000.

Primary sources

Isdell, Neville. Inside Coca­Cola: A CEO’s Life Story of Building the World’s Most PopularBrand. With the assistance of David Beasley. New York: St. Martin’s Press, 2011

External links

Official website (http://www.cocacola.com/)Kinescope of a live 1954 TV commercial for Coca­Cola(Internet Archive)(https://archive.org/details/Coke_Commercial)Coca­Cola Advertising History (http://jipemania.com/coke)Coca­Cola: Refreshing Memories (http://www.life.com/gallery/60951/coca­cola­refreshing­memories#index/0) — slideshow by Life magazineChina Advisory: Avoiding the Wax Tadpole – Effective Chinese Language Trademark Strategy(http://www.troutmansanders.com/11­19­2008/) Chinese language trademark for Coca­Cola

135. "(RED) Partners" (http://www.joinred.com/partners/). (RED). The ONE Campaign. 2012. RetrievedOctober 14, 2012.

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