Considered to be the most recognized trademark in the world, Coca Cola has enjoyed a very steady rise to the top. It is instantly recognizable in any country or language and it has always been at the forefront of admirable brands. From its early beginnings as a pharmaceutical to treat minor ailments, to the multi-billion dollar company it is today, it has grown to be one of the most impressive companies ever. Coca Cola did not become successful by accident.
The formula was invented by Doc Pemberton after the Civil War to help cure wounded veterans who were addicted to morphine. Asa Candler took over soon after the company took its first steps. Candler built the company and grew the brand to the nostalgic icon it is today by doing two things: aggressively protecting the trademark and making sure there was a Coca Cola sign painted on the sides of as many buildings as the budget allowed. Over the next few decades, the brand became the number one choice among consumers. With tag lines like “Drink Coca Cola” and “The pause that refreshes,” consumers were bombarded with one successful marketing campaign after another.
During both world wars, the Coca Cola Company made sure that a bottle no further than 10 feet from the soldiers. They wanted a case in every trench or tent. This loyalty to the troops followed the brand back home and profits soared. When America wanted to send astronauts to the moon, Coca Cola invested over $7 million to develop a can that can be consumed in zero gravity and news of the cosmic Coke was broadcast to millions of people around the world. It was a large investment at the time but how many brands can astronomical product placement? Advertising is always top priority for the company.
Restaurants have Coke branded signs, menus and cups. Scores of coolers and vending machines line gas stations, drug stores and super markets as constant reminders that the refreshing drink is always within reach. Sports venues like the World Series, Super Bowl, the Olympics and the World Cup all have sponsorships from Coca Cola. The company constantly battles with Pepsi to place vending machines in schools and universities to win brand loyalty of impressionable young minds. And the tactics impress, win and retain consumers. Interactive fountain and vending machines continue to wow us to buy another can or bottle. The hoop-skirt bottle design is one of the most successful shapes in the marketing world. We just can’t wait to get our hands around that bottle!
Everywhere you look, you can see its brand presence. It is almost unavoidable in the Western world. Whether you love it or hate it, the advertising campaigns deliver a smile and a positive message. Today that legacy of brand placement and advertising has made the trademark among the ten top brands in the world. Some have estimated the trademark to be valued at about a trillion dollars. The company has 15 products that are “billion dollar brands” and it was named 2011 Marketer of the Year by Ad Age magazine. In addition to impressive product performance, the company has invested and pledged billions of dollars in developing countries. Campaigns range from wildlife protection to clean water in Africa.
With over 60 million likes on Facebook and hundreds of thousands of fans on Twitter, LinkedIn and YouTube, Coca Cola will continue to be trendsetter in marketing excellence!
By Michael David
References:
The Coca Cola Company (2011). Company Highlights. [ONLINE] Available at: http://www.coca-colacompany.com/annual-review/2011/company-highlights.html. [Last Accessed 3/4/2013].
The Coca Cola Company (2013). Coca Cola Journey. [ONLINE] Available at: http://www.coca-colacompany.com/brands/the-coca-cola-company. [Last Accessed 3/4/2013].
Pendergrast, Mark, (2000). For God, country and Coca-Cola : the definitive history of the great American soft drink and the company that makes it. 2nd ed. New York: Basic Books.
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