Dr. John Stith Pemberton, a local pharmacist, produced the syrup for Coca-Cola as a headache remedy and walked down the street with a jug of the new product to Jacobs' Pharmacy, where it was tasted, pronounced "excellent," and sold for five cents a glass as a soda fountain drink. Carbonated water was mixed with the new syrup to produce a beverage that was immediately “Delicious and Refreshing,” characteristics that continue to resonate wherever Coca-Cola is enjoyed today.
Believing that “the two Cs would look well in advertising,” Dr. Pemberton's partner and bookkeeper, Frank M. Robinson, suggested the name and wrote the now-famous Coca-Cola trademark in his unique handwriting.
“Coca-Cola is present in more than 206 countries and is the most recognized word in the world after 'OK.' Its strategy for 2020 consisted of creating non-alcoholic beverages ready for every need and every consumption occasion.”
During the first year, average sales totaled nine modest drinks per day. Dr. Pemberton never imagined the potential of the beverage he had created.
Gradually, he sold portions of his business to various partners and, just before his death in 1888, sold his remaining interest in Coca-Cola to Asa G. Candler. Mr. Candler, an Atlanta native with great business acumen, proceeded to buy additional rights and acquire full control.
In this article, we will discuss what we consider to be some of the main reasons Coca-Cola has employed to become a thought leader. Below, we list them in no particular order:
Being a product that people like, its reputation and desired image are reinforced the moment the consumer tastes the product.
“In a market study of major companies currently manufacturing and distributing soft drinks in Mexico, Coca-Cola has the preferred line, according to 82% of respondents.”
Coca-Cola tells the story of its creation in a pharmacy as a headache remedy. This is why the "prototype" of the Coca-Cola we know today even contained coca leaves. 129 years ago, it was an ingredient used as medicine.
“According to data from Press and Communication, companies with a well-developed and crafted storytelling have a 75% higher chance of increasing their sales during a campaign. This is due to the ability to empathize with their customers, a trend increasingly valued among the end consumer.”
On the smallest and most remote island in the world, you won't find many stores or a wide variety of products, but you can be sure to find a Coca-Cola. Surely, the only advertising sign on the island has a red background with the famous white lettering. On an expedition in the Himalayan region, there was nothing, but at 5,000 meters altitude, you could still buy Coca-Cola.
Dr. Pemberton decided that the Coca-Cola logo should be written on accounting sheets to differentiate it from its competitors. In 1923, the company standardized the logo and, like the recipe, decided that while the packaging could adapt over time, the logo would be untouchable; thus, a new logo was born that has had over 100 years to engrave itself in the consumer's mind.
“In the BrandZ 2020 ranking of the most valuable brands worldwide, presented by WWP and Kantar, Coca-Cola maintained its leadership with a 5% growth, consolidating itself as the leading brand in the beverage category.”
The message the brand conveys is: “If you want to be happy, drink a Coca-Cola.”
Over time, Coca-Cola has sent us the advertising message related to humanity's most desired feeling: Happiness.
Associating the branding message with an emotion means that even if its competition surpasses it in taste, they can never achieve what Coca-Cola offers us: happiness.
Coca-Cola's promotional items have been present since 1895 and have been characterized by being innovative and useful.
It's important to highlight that the use of useful promotional items strengthens the emotional bond between people and brands. On some occasions, Coca-Cola has made strategic alliances with recognized brands like Tupperware. This contributes to the success of Coca-Cola's promotional items, which not only help increase sales but also consumer preference.
Wanting to be associated with happiness means being close to emotions, and Coca-Cola is one of the brands with the most presence in local, national, and international sporting events. This allows you to share moments of passion with your target audience, serving as a marketing tool.
Coca-Cola doesn't exclude anyone. In Mexico, it has more than 60 brands in 10 beverage categories with options without sugar, without calories, reduced, or original for all ages and preferences.
Coca-Cola has been a reference in point-of-sale innovation for many years, managing to display its products in novel ways, with unique shopping experiences for the consumer.
Currently, Coca-Cola Mexico has begun to use innovative smart headers, which not only help create "awareness" but also generate information.
Coca-Cola Mexico has now begun using innovative smart shelves, which not only help raise awareness but also generate information.
The origin of the person who brings gifts to "good children" during Christmas in the West has also made the world's most famous soft drink brand a mandatory reference during these dates. Inspired by the real figure of a Christian bishop named Nicholas, today's Santa Claus is more a fabrication of The Coca-Cola Company, so much so that his traditional attire, which for centuries was green, was transformed to align with the brand's motifs.
Conclusión:
Coca-Cola es una compañía que por más de 100 años ha logrado hacer felices a millones de personas con sus productos, mensajes y diseños característicos de la marca.
Siempre ha estado presente en los grandes eventos deportivos, como olimpiadas o mundiales, con un mensaje de unión entre países, familias y amistades. También ha sabido ganarse a sus consumidores con campañas personalizadas y artículos promocionales que además de ser útiles para el shopper ayudan a generar lealtad con la marca.
Coca-Cola se ha dedicado a estudiar el comportamiento del shopper de una forma estratégica y novedosa, con el objetivo de saber que tipo de productos sacar a la venta así como exhibirlos de la mejor manera en el punto de venta, con la finalidad de llamar su atención.
Gracias a estas iniciativas y muchas otras, Coca-Cola se ha convertido en un líder de opinión y compañía referente global.
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