dg

1. Open Happiness' and Enjoy Life's Simple
Pleasures With Coca-Cola
Corporate, January 21, 2009
New Global Integrated Marketing Campaign for Coca-Cola
Embraces Positive Outlook in Evolution of Award-Winning
"Coke Side of Life"
Campaign To Launch in U.S. Tonight on "American Idol"
And Worldwide Over Next Few Weeks
Atlanta - Building on the award-winning "Coke Side of Life" campaign, The Coca-Cola
Company today invites the billions of people around the world who love to pause and refresh
themselves with a Coke to "Open Happiness" and continue to enjoy one of life's simple
pleasures. That is the central message for "Open Happiness" -- Coca-Cola's new global
integrated marketing campaign that launches in the U.S. this week.
Open Happiness will serve as the platform for all integrated marketing for brand Coca-Cola
globally. The first televised spots will break tonight on "American Idol" on FOX in the U.S.,
with more to air in the following weeks, including during the broadcasts of the Super Bowl
on NBC and the Academy Awards on ABC. The fully integrated campaign -- including new
point of sale, promotions, outdoor and print advertising, digital and music components and
more -- will roll out throughout the first half of 2009 in markets around the world.
"Throughout its history, Coca-Cola has always tried to express a refreshingly positive view of
the world," said Joe Tripodi, chief marketing and commercial leadership officer, The Coca-
Cola Company. "Open Happiness builds on that heritage, recognizing that even with the
difficulties and stress of modern-day life there still are opportunities, every day, to find a
moment to recognize life's simple pleasures. This new campaign reminds people that Coke is
always there to offer that small moment of fun and refreshment when you need it."
Open Happiness is an evolution of the Coke Side of Life, a campaign that featured award-
winning commercials such as "Video Game," "Happiness Factory," and "It's Mine" and was
used as the primary marketing platform in nearly every one of the more than 200 countries
around the world where Coca-Cola is sold. The new campaign will continue to invite people
to bring positivity, optimism and fun into their lives through engaging creative and an
updated message. The campaign also was developed to provide a clear role for Coca-Cola,
setting the stage for a rich in-store and shopper experience.
"Open Happiness is designed to work at every level -- from national advertising all the way
down to coolers and store shelves, with a clear call to action at the point of purchase,"
continued Tripodi. "The combination of inspirational marketing and in-store execution in
collaboration with our bottling partners worldwide will ensure we continue to reinvigorate the
sparkling category."
The campaign will break first in the U.S. with print ads and new television commercials
airing this week. Outdoor advertising and in-store executions will appear by the end of the

2. month. Music will also play a central role in the new campaign beginning with a new music
track featured in one of the ads that will be released as a single. The music is a collaboration
featuring the combined talents of Gnarls Barkley's Cee-Lo, Patrick Stump from Fall Out Boy,
Brendon Urie from Panic at the Disco, Travis McCoy from Gym Class Heroes and Grammy-
nominated Janelle Monae and produced by Polow Da Don and Butch Walker.
"Central to Open Happiness is the simple notion of enjoying an ice-cold Coca-Cola and
taking a small break from the day to connect with others," said Katie Bayne, chief marketing
officer, Coca-Cola North America. "With this new campaign, that's exactly what we're
inviting people to do more often -- open a Coke and share a little happiness."
In addition to the Open Happiness campaign, the entire Coca-Cola Trademark in North
America will have significant advertising and marketing support. Two new Coke Zero ads
debuted on the premiere of American Idol last week and later this month, the successful Diet
Coke Red Dress program, in conjunction with The Heart Truth, will begin its second year.
Coca-Cola will also have new advertising under the "Open Happiness" theme in celebration
of Black History Month. Visitors to mycokerewards.com will be able to preview the two
new Coca-Cola spots that will air during the broadcast of the Super Bowl on NBC.
The global campaign was developed in partnership with Wieden + Kennedy, the global
agency for brand Coca-Cola since 2006.
About The Coca-Cola Company
The Coca-Cola Company is the world's largest beverage company, refreshing consumers with
more than 450 sparkling and still brands. Along with Coca-Cola®, recognized as the world's
most valuable brand, the Company's portfolio includes 12 other billion dollar brands,
including Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero®, vitaminwater, POWERADE®,
Minute Maid® and Georgia® Coffee. Globally, we are the No. 1 provider of sparkling
beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world's
largest beverage distribution system, consumers in more than 200 countries enjoy the
Company's beverages at a rate of 1.5 billion servings a day. With an enduring commitment to
building sustainable communities, our Company is focused on initiatives that protect the
environment, conserve resources and enhance the economic development of the communities
where we operate. For more information about our Company, please visit our Web site at
www.thecoca-colacompany.com.
EDITOR'S NOTE: Downloadable images from the new campaign as well as viewing files
of the television commercials are available in the Press Center at www.thecoca-
colacompany.com.
###

3. India
"Thanda matlab Coca-Cola!" ("Cold means Coca-Cola!") (2000s) [2]
"Pio sar utha ke" ("Drink with pride")
"Jo chaho ho jaye, Coca-Cola enjoy!" ("Whatever you wish will come true, enjoy Coca-Cola!")
"Burrrrrrrrr" ("Refreshment" )(2011)
Sar utha ke piyo....The new Coke Ad
Well, we thought we had seen it all, people using humor, subtle use of brand colors, associating a
brand with a feeling-like victory, Joy and what not- but coke has come up with a new ad that plays
on the "pride" Factor. Associates the manner in which a person would drink coke (with their heads
up), with pride. Its a wonderful and innovative ad, creativity to move away from cliches
Coca Cola 'Piyo Sar Utha Ke' commercial Reviews
first reviewed by Paulomi79
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Comments (1)
great show for coke and aamir
kamalrnair | Oct 18, 2005 05:20 PM Member's Rating: 5Coca Cola 'Piyo Sar Utha Ke' commercial
 Camera Effects:
 Concept:
 Execution:
 Model Choice:

4.  Model Performance:
 Jingle:
it is again Aamir trying things innovative.the coke ad is really contemporary and
cool.and the new tagline it is great,simple,every layman could relate the tagline and
the whole ad is optimistic and spreads a positive vibe for the people.The tag ...
it is again Aamir trying things innovative.the coke ad is really contemporary and cool.and the new
tagline it is great,simple,every layman could relate the tagline and the whole ad is optimistic and
spreads a positive vibe for the people.The tag line ’Piyo Sar Utha Ke’ suits well for the softdrink plus
the execution of the 45 second ad is simply great with equal importance for all the elements in the
ad. the photography is nice,the music is really suiting the mood of the ad and the modulation shift of
Aamir’s voice is well recorded.Coke continuing Aamir as their brand ambassador has given them
what they wanted.The coke for all seasons is very much related as Aamir for all seasons even if he
acts very few movies, or even his mangal pandey din’t do great business , the bottom line is
whenever he comes in an ad or a movie we have huge expectations from him.The coke series of ad’s
with him has been successful for him and also for the company.on the whole the perfection tag is
not only with aamir but on all the deparments of the Ad.
Coca Cola India Shadow Campaign
Coca-Cola
From Wikipedia, the free encyclopedia
Jump to: navigation, search
This article is about the beverage. For its manufacturer, see The Coca-Cola Company.
"Coca-Cola Classic" redirects here. For the NCAA football game, see Coca-Cola Classic (college
football).
Coca-Cola
Type Soft drink

5. Manufacturer The Coca-Cola Company
Country of origin United States
Introduced 1886
Color Caramel E-150d
Cola, Cola Cherry, Cola Vanilla, Cola
Green Tea, Cola Lemon, Cola Lemon
Flavor
Lime, Cola Lime, Cola Orange and Cola
Raspberry.
Variants See Brand portfolio section below
Pepsi
RC Cola
Cola Turka
Zam Zam Cola
Mecca-Cola
Virgin Cola
Related products
Parsi Cola
Qibla Cola
Evoca Cola
Corsica Cola
Breizh Cola
Afri Cola
Website www.coca-cola.com

6. The Las Vegas Strip World of Coca-Cola museum in 2003
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in
more than 200 countries.[1] It is produced by The Coca-Cola Company of Atlanta, Georgia,
and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company
in the United States since March 27, 1944). Originally intended as a patent medicine when it
was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by
businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the
world soft-drink market throughout the 20th century.
The company produces concentrate, which is then sold to licensed Coca-Cola bottlers
throughout the world. The bottlers, who hold territorially exclusive contracts with the
company, produce finished product in cans and bottles from the concentrate in combination
with filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-
Cola to retail stores and vending machines. Such bottlers include Coca-Cola Enterprises,
which is the largest single Coca-Cola bottler in North America and western Europe. The
Coca-Cola Company also sells concentrate for soda fountains to major restaurants and food
service distributors.
The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke
brand name. The most common of these is Diet Coke, with others including Caffeine-Free
Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla,
and special versions with lemon, lime or coffee.
Based on Interbrand's best global brand 2011, Coca-Cola was the world's most valuable
brand.[2]

7. Contents
1 History
o 1.1 19th century historical origins
o 1.2 20th century landmarks
o 1.3 New Coke
o 1.4 21st century
2 Use of stimulants in formula
o 2.1 Coca – cocaine
o 2.2 Kola nuts – caffeine
3 Production
o 3.1 Ingredients
o 3.2 Formula of natural flavorings
o 3.3 Franchised production model
4 Brand portfolio
o 4.1 Logo design
o 4.2 Contour bottle design
o 4.3 Designer bottles
5 Competitors
6 Advertising
o 6.1 Holiday campaigns
o 6.2 Sports sponsorship
o 6.3 In mass media
7 Health effects
8 Criticism
9 Use as political and corporate symbol
10 References
11 See also
12 External links
History
19th century historical origins
Coca-Cola founders Asa G. Candler and Dr. John S. Pemberton are seen together at Asa G. Candler &
Co. pharmacy, 47 Peachtree St., Atlanta in the only extant albumen photograph from 1888. Also
shown is the biography of Candler written by his son, Charles Howard Candler.

8. Old German Coca-Cola bottle opener
Believed to be the first coupon ever, this ticket for a free glass of Coca-Cola was first distributed in
1888 to help promote the drink. By 1913, the company had redeemed 8.5 million tickets.[3]
This Coca-Cola advertisement from 1943 is still displayed in the small city of Minden, Louisiana.
The prototype Coca-Cola recipe was formulated at the Eagle Drug and Chemical Company, a
drugstore in Columbus, Georgia, by John Pemberton, originally as a coca wine called
Pemberton's French Wine Coca.[4][5][6] He may have been inspired by the formidable success
of Vin Mariani, a European coca wine.[7]
In 1886, when Atlanta and Fulton County passed prohibition legislation, Pemberton
responded by developing Coca-Cola, essentially a nonalcoholic version of French Wine
Coca.[8] The first sales were at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886.[9] It
was initially sold as a patent medicine for five cents[10] a glass at soda fountains, which were
popular in the United States at the time due to the belief that carbonated water was good for
the health.[11] Pemberton claimed Coca-Cola cured many diseases, including morphine

9. addiction, dyspepsia, neurasthenia, headache, and impotence. Pemberton ran the first
advertisement for the beverage on May 29 of the same year in the Atlanta Journal.[12]
By 1888, three versions of Coca-Cola – sold by three separate businesses – were on the
market. A copartnership had been formed on January 14, 1888 between Pemberton and four
Atlanta businessmen: J.C. Mayfield, A.O. Murphey; C.O. Mullahy and E.H. Bloodworth. Not
codified by any signed document, a verbal statement given by Asa Candler years later
asserted under testimony that he had acquired a stake in Pemberton's company as early as
1887.[13]
Asa Candler, however, eventually took on a more formal position by being part of the Coca-
Cola Company incorporation filed in the Fulton County Superior Court on March 24, 1888.
This action included Charley Pemberton and Woolfolk Walker, along with the latter's sister,
Margaret Dozier. The four made up the original shareholders for "Coca-Cola Company," a
Georgia corporation. All parties held copies of the Coca-Cola recipe and could continue to
use the formula separate of each other.
Pemberton, though, had declared that the name "Coca-Cola" belonged solely to his son
Charley. The situation was quite agitating to both Candler and Walker, and quickly placed the
two at odds with Charley Pemberton. What further caused friction over this issue was that
John Pemberton variously forgot he had actually signed over the sole rights to the "Coca-
Cola" name to his son Charley earlier. Pemberton's ongoing health problems, compounded by
his morphine addiction brought about from his old Civil War injury, made the situation
difficult.
Charley Pemberton's record of control over the "Coca-Cola" name was the underlying factor
that allowed for him to participate as a major shareholder in the March 1888 Coca-Cola
Company incorporation filing made in his father's place. [14] More so for Candler especially,
Charley's position holding exclusive control over the "Coca Cola" name continued to be a
thorn in his side.
Asa Candler's oldest son, Charles Howard Candler, authored a book in 1950 published by
Emory University. In this definitive biography about his father, Candler specifically states:
"..., on April 14, 1888, the young druggist [Asa Griggs Candler] purchased a one-third
interest in the formula of an almost completely unknown proprietary elixir known as Coca-
Cola."[15]
The deal was actually between John Pemberton's son Charley and Walker, Candler & Co. -
with John Pemberton acting as cosigner for his son. For $50 down and $500 in 30 days,
Walker, Candler & Co. obtained all of the one-third interest in the Coca-Cola Company that
Charley held, all while Charley still held on to the name. After the April 14th deal, on April
17, 1888, one-half of the Walker/Dozier interest shares were acquired by Candler for an
additional $750.[16]
Charles Howard Candler's statement that April 14, 1888 was the date his father secured a
"one-third interest in the formula" held by Charley Pemberton for the then obscure Coca-Cola
elixir, none-the-less confirms this event was a major turning point for Asa Candler and his
interests in Coca-Cola. This, too, was a most auspicious occasion that Asa Candler would
have especially wanted to preserve in an 'official' photograph. By this time the "Coca-Cola"
syrup-making apparatus had already been moved from Joe Jacob's pharmacy to the basement

10. of Candler's larger 47 Peachtree Street location, where the drink's ever increasing syrup-
bottling demands could be better handled.
In 1910, Asa Candler had ordered all corporate documents pertaining to the first Coca-Cola
Company burned.[17] The original 1888 photograph shows the very beginnings of the Coca
Cola Company, and formerly was the personal property of Asa Griggs Candler.
In 1914, Margaret Dozier, as co-owner of the original Coca-Cola Company in 1888, brazenly
came forward to claim her signature on the 1888 Coca-Cola Company bill of sale had been
forged. Subsequent analysis of certain similar transfer documents had also indicated John
Pemberton's signature was most likely a forgery, as well, which some accounts claim was
precipitated by his son Charley.[18]
In 1892, Candler set out to incorporate a second company; "The Coca-Cola Company" (the
current corporation). However, in 1910, Candler had the earliest records of the "Coca-Cola
Company" burned. This was claimed to have been made during a move to new corporation
offices around this time.[19]
The loss of the early corporate records further obscured the 1888 corporation's legal origins.
Only one sole original "ASA G. CANDLER & CO." photograph from 1888 remains, and that
example Candler at one time kept at his private home outside of Atlanta.
After Candler had gained a better foothold of Coca-Cola in April 1888, he never-the-less was
forced to sell the beverage he produced with the recipe he had under the names "Yum Yum"
and "Koke". This was while Charley Pemberton was selling the elixir, although a cruder
mixture, under the name "Coca-Cola", all with his father's blessing. After both names failed
to catch on for Candler, by the summer of 1888, the Atlanta pharmacist was quite anxious to
establish a firmer legal claim to Coca-Cola, and hoped he could force his two competitors,
Walker and Dozier, completely out of the business, as well.[20]
When Dr. John Stith Pemberton suddenly died on August 16, 1888, Asa G. Candler now
sought to move swiftly forward to attain his vision of taking full control of the whole Coca-
Cola operation.
Charley Pemberton, an alcoholic, was the one obstacle who unnerved Asa Candler more than
anyone else. Candler is said to have quickly maneuvered to purchase the exclusive rights to
the name "Coca-Cola" from Pemberton's son Charley right after Dr. Pemberton's death. One
of several stories was that Candler bought the title to the name from Charley's mother for
$300; approaching her at Dr. Pemberton's funeral. Eventually, Charley Pemberton was found
on June 23, 1894, unconscious, with a stick of opium by his side. Ten days later, Charley died
at Atlanta's Grady Hospital at the age of 40.[21]
In Charles Howard Candler's 1950 book about his father, he stated: "On August 30th {1888},
he {Asa Candler} became sole proprietor of Cola-Cola, a fact which was stated on
letterheads, invoice blanks and advertising copy."[22]
With this action on August 30, 1888, Candler's sole control became technically all true.
Candler had negotiated 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

11. Coca-Cola beverage, with a total investment outlay by Candler for the drink enterprise over
the years amounting to $2,300.[23]
Coca-Cola was sold in bottles for the first time on March 12, 1894. The first outdoor wall
advertisement was painted in the same year, in Cartersville, Georgia.[24]
The first bottling of Coca-Cola occurred in Vicksburg, Mississippi, at the Biedenharn Candy
Company in 1891. Its proprietor was Joseph A. Biedenharn. The original bottles were
Biedenharn bottles, very different from the much later hobble-skirt design now so familiar.
Asa Candler was tentative about bottling the drink, but two entrepreneurs from Chattanooga,
Tennessee, Benjamin F. Thomas and Joseph B. Whitehead, proposed the idea and were so
persuasive that Candler signed a contract giving them control of the procedure for only one
dollar. Candler never collected his dollar, but in 1899, Chattanooga became the site of the
first Coca-Cola bottling company.[25] The loosely termed contract proved to be problematic
for the company for decades to come. Legal matters were not helped by the decision of the
bottlers to subcontract to other companies, effectively becoming parent bottlers.[26]
Coke concentrate, or Coke syrup, was and is sold separately at pharmacies in small
quantities, as an over-the-counter remedy for nausea or mildly upset stomach.
20th century landmarks
By the time of its 50th anniversary, the soft drink had reached the status of a national icon in
the USA. In 1935, it was certified kosher by Atlanta Rabbi Tobias Geffen, after the company
made minor changes in the sourcing of some ingredients.[27]
Original framed Coca-Cola artist's drawn graphic presented by The Coca-Cola Company on July 12,
1944 to Charles Howard Candler on the occasion of Coca-Cola's "1 Billionth Gallon of Coca-Cola
Syrup."

12. Legended to be the first installation anywhere of the celebrated "Boat Motor" styled Coca-Cola soda
dispenser, Fleeman's Pharmacy, Atlanta, Georgia. Photograph circa 1948.
The longest running commercial Coca-Cola soda fountain anywhere was Atlanta's Fleeman's
Pharmacy, which first opened its doors in 1914.[28]Jack Fleeman took over the pharmacy
from his father and ran it till 1995; closing it after 81 years.[29]
On July 12, 1944, the one-billionth gallon of Coca-Cola syrup was manufactured by The
Coca-Cola Company.
Cans of Coke first appeared in 1955.[30]
New Coke
Main article: New Coke
Coca-Cola sign in Colorado City, Texas
On April 23, 1985, Coca-Cola, amid much publicity, attempted to change the formula of the
drink with "New Coke". Follow-up taste tests revealed most consumers preferred the taste of
New Coke to both Coke and Pepsi, but Coca-Cola management was unprepared for the
public's nostalgia for the old drink, leading to a backlash. The company gave in to protests
and returned to a variation of the old formula, under the name Coca-Cola Classic, on July 10,
1985.

13. 21st century
On July 5, 2005, it was revealed that Coca-Cola would resume operations in Iraq for the first
time since the Arab League boycotted the company in 1968.[31]
In April 2007, in Canada, the name "Coca-Cola Classic" was changed back to "Coca-Cola".
The word "Classic" was removed because "New Coke" was no longer in production,
eliminating the need to differentiate between the two.[32] The formula remained unchanged.
In January 2009, Coca-Cola stopped printing the word "Classic" on the labels of 16-US-fluid-
ounce (470 ml) bottles sold in parts of the southeastern United States.[33] The change is part
of a larger strategy to rejuvenate the product's image.[33] The word "Classic" was removed
from all Coca-Cola products by 2011.
In November 2009, due to a dispute over wholesale prices of Coca-Cola products, Costco
stopped restocking its shelves with Coke and Diet Coke. However, some Costco locations
(such as the ones in Tucson, Arizona), sell imported Coca-Cola from Mexico.[34]
Coca-Cola introduced the 7.5-ounce mini-can in 2009, and on September 22, 2011, the
company announced price reductions, asking retailers to sell eight-packs for $2.99. That same
day, Coca-Cola announced the 12.5-ounce bottle, to sell for 89 cents. A 16-ounce bottle has
sold well at 99 cents since being re-introduced, but the price was going up to $1.19.[35]
In 2012, Coca-Cola would resume business in Burma after 60 years of absence due to U.S.-
imposed investment sanctions against the country.[36] Coca-Cola with its partners is to invest
USD 5 billion in its operations in India by 2020.[37]
Use of stimulants in formula
When launched, Coca-Cola's two key ingredients were cocaine and caffeine. The cocaine was
derived from the coca leaf and the caffeine from kola nut, leading to the name Coca-Cola (the
"K" in Kola was replaced with a "C" for marketing purposes).[38][39]
Coca – cocaine
Pemberton called for five ounces of coca leaf per gallon of syrup, a significant dose; in 1891,
Candler claimed his formula (altered extensively from Pemberton's original) contained only a
tenth of this amount. Coca-Cola once contained an estimated nine milligrams of cocaine per
glass. In 1903, it was removed.[40]
After 1904, instead of using fresh leaves, Coca-Cola started using "spent" leaves – the
leftovers of the cocaine-extraction process with trace levels of cocaine.[41] Coca-Cola now
uses a cocaine-free coca leaf extract prepared at a Stepan Company plant in Maywood, New
Jersey.
In the United States, the Stepan Company is the only manufacturing plant authorized by the
Federal Government to import and process the coca plant,[42] which it obtains mainly from
Peru and, to a lesser extent, Bolivia. Besides producing the coca flavoring agent for Coca-
Cola, the Stepan Company extracts cocaine from the coca leaves, which it sells to

14. Mallinckrodt, a St. Louis, Missouri pharmaceutical manufacturer that is the only company in
the United States licensed to purify cocaine for medicinal use.[43]
Kola nuts – caffeine
Kola nuts act as a flavoring and the source of caffeine in Coca-Cola. In Britain, for example,
the ingredient label states "Flavourings (Including Caffeine)."[44] 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. government initiated United States v. Forty Barrels and Twenty Kegs of Coca-Cola,
hoping to force Coca-Cola to remove caffeine from its formula. The case was decided in
favor of Coca-Cola. Subsequently, in 1912, the U.S. Pure Food and Drug Act was amended,
adding caffeine to the list of "habit-forming" and "deleterious" substances which must be
listed on a product's label.
Coca-Cola contains 34 mg of caffeine per 12 fluid ounces (9.8 mg per 100 ml).[45]
Production
Coca-Cola 375 mL cans – 24 pack (AU)
Ingredients
Carbonated water
Sugar (sucrose or high-fructose corn syrup depending on country of origin)
Caffeine
Phosphoric acid
Caramel color (E150d)
Natural flavorings[46]
A can of Coke (12 fl ounces/355 ml) has 39 grams of carbohydrates (all from sugar,
approximately 10 teaspoons),[47] 50 mg of sodium, 0 grams fat, 0 grams potassium, and 140
calories.[48]

15. Formula of natural flavorings
Main article: Coca-Cola formula
The exact formula of Coca-Cola's natural flavorings (but not its other ingredients, which are
listed on the side of the bottle or can) is a trade secret. The original copy of the formula was
held in SunTrust Bank's main vault in Atlanta for 86 years. Its predecessor, the Trust
Company, was the underwriter for the Coca-Cola Company's initial public offering in 1919.
On December 8, 2011, the original secret formula was moved from the vault at SunTrust
Banks to a new vault containing the formula which will be on display for visitors to its World
of Coca-Cola museum in downtown Atlanta.[49]
A popular myth states that only two executives have access to the formula, with each
executive having only half the formula.[50] The truth is that while Coca-Cola does have a rule
restricting access to only two executives, each knows the entire formula and others, in
addition to the prescribed duo, have known the formulation process.[51]
On February 11, 2011, Ira Glass revealed on his PRI radio show, This American Life, that the
secret formula to Coca-Cola had been uncovered in a 1979 newspaper. The formula found
basically matched the formula found in Pemberton's diary.[52][53][54][55]
Franchised production model
The actual production and distribution of Coca-Cola follows a franchising model. The Coca-
Cola Company only produces a syrup concentrate, which it sells to bottlers throughout the
world, who hold Coca-Cola franchises for one or more geographical areas. The bottlers
produce the final drink by mixing the 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 service distributors.[56]
The Coca-Cola Company owns minority shares in some of its largest franchises, such as
Coca-Cola Enterprises, Coca-Cola Amatil, Coca-Cola Hellenic Bottling Company and Coca-
Cola FEMSA, but fully independent bottlers produce almost half of the volume sold in the
world. Independent bottlers are allowed to sweeten the drink according to local tastes.[57]
The bottling plant in Skopje, Macedonia, received the 2009 award for "Best Bottling
Company".[58]
Brand portfolio
This is a list of variants of Coca-Cola introduced around the world. In addition to the
caffeine-free version of the original, additional fruit flavors have been included over the
years. Not included here are versions of Diet Coke and Coca-Cola Zero; variant versions of
those no-calorie colas can be found at their respective articles.
Name Launched Discontinued Notes Picture

16. Coca-Cola 1886 The original version of Coca-Cola.
Caffeine-Free
1983 The caffeine free version of Coca-Cola.
Coca-Cola
Was available in Canada starting in 1996.
Coca-Cola
1985 Called "Cherry Coca-Cola (Cherry Coke)" in
Cherry
North America until 2006.
New
Coke/"Coca- 1985 2002 Still available in Yap and American Samoa
Cola II"

17. Available in:
Australia, American Samoa, Austria,
Belgium, Brazil, China, Denmark,
Coca-Cola
Federation of Bosnia and Herzegovina,
2001 2005 Finland, France, Germany, Hong Kong,
with Lemon
Iceland, Korea, Luxembourg, Macau,
Malaysia, Mongolia, Netherlands, New
Caledonia, New Zealand, Norway,
Réunion, Singapore, Spain, Switzerland,
Taiwan, Tunisia, United Kingdom, United
States, and West Bank-Gaza
Available in: Austria, Australia, China, Finland,
Germany, Hong Kong, New Zealand, Malaysia,
Coca-Cola 2002;
2005 Sweden, United Kingdom and United States. It
Vanilla 2007
was reintroduced in June 2007 by popular
demand.
Available in Belgium, Netherlands, Singapore,
Coca-Cola
2005 Canada, the United Kingdom, and the United
with Lime
States.
Was only available in New Zealand. Currently
Coca-Cola June
End of 2005 available in the United States in Coca-Cola
Raspberry 2005
Freestyle fountain since 2009.
Coca-Cola
Middle of
Black Cherry 2006 Was replaced by Vanilla Coke in June 2007
2007
Vanilla

18. Only available in the United States, France,
Coca-Cola Beginning of
2006 Canada, Czech Republic, Bosnia and
Blāk 2008
Herzegovina, Bulgaria and Lithuania
Coca-Cola Only available in Bosnia and Herzegovina, New
2006
Citra Zealand and Japan.
Was available in the United Kingdom and
Gibraltar for a limited time. In Germany,
Coca-Cola Austria and Switzerland it's sold under the
2007
Orange label Mezzo Mix. Currently available in Coca-
Cola Freestyle fountain outlets in the United
States since 2009.
Logo design
The famous Coca-Cola logo was created by John Pemberton's bookkeeper, Frank Mason
Robinson, in 1885.[59] 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 mid-19th
century and was the dominant form of formal handwriting in the United States during that
period.

19. Robinson also played a significant role in early Coca-Cola advertising. His promotional
suggestions to Pemberton included giving away thousands of free drink coupons and
plastering the city of Atlanta with publicity banners and streetcar signs.[60]
Contour bottle design
Earl R. Dean's original 1915 concept drawing of the contour Coca-Cola bottle.

20. The prototype never made it to production since its middle diameter was larger than its base,
making it unstable on conveyor belts.
Designer label for 2 litre Coca-Cola bottle
The equally famous Coca-Cola bottle, called the "contour bottle" within the company, but
known to some as the "hobble skirt" bottle, was created by bottle designer Earl R. Dean. In
1915, the Coca-Cola Company launched a competition among its bottle suppliers to create a
new bottle for their beverage that would distinguish it from other beverage bottles, "a bottle
which a person could recognize even if they felt it in the dark, and so shaped that, even if
broken, a person could tell at a glance what it was."[61]
Chapman J. Root, president of the Root Glass Company of Terre Haute, Indiana, turned the
project over to members of his supervisory staff, including company auditor T. Clyde
Edwards, plant superintendent Alexander 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, the coca leaf or the kola nut, but were unaware of
what either ingredient looked like. Dean and Edwards went to the Emeline Fairbanks
Memorial Library and were unable to find any information about coca or kola. Instead, Dean
was inspired by a picture of the gourd-shaped cocoa pod in the Encyclopædia Britannica.
Dean made a rough sketch of the pod and returned to the plant to show Root. He explained to
Root how he could transform the shape of the pod into a bottle. Root gave Dean his
approval.[61]
Faced with the upcoming scheduled maintenance of the mold-making machinery, over the
next 24 hours Dean sketched out a concept drawing which was approved by Root the next
morning. Dean then proceeded to create a bottle mold and produced a small number of bottles
before the glass-molding machinery was turned off.[62]
Chapman Root approved the prototype bottle and a design patent was issued on the bottle in
November, 1915. 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 middle diameter. During the 1916 bottler's convention, Dean's contour
bottle was chosen over other entries and was on the market the same year. By 1920, the
contour bottle became the standard for the Coca-Cola Company. Today, the contour Coca-
Cola bottle is one of the most recognized packages on the planet..."even in the dark!".[63]

21. As a reward for his efforts, Dean was offered a choice between a $500 bonus or a lifetime job
at the Root Glass Company. He chose the lifetime job and kept it until the Owens-Illinois
Glass Company bought out the Root Glass Company in the mid-1930s. Dean went on to work
in other Midwestern glass factories.
One alternative depiction has Raymond Loewy as the inventor of the unique design, but,
while Loewy did serve as a designer of Coke cans and bottles in later years, he was in the
French Army the year the bottle 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.[64]
In 1944, Associate Justice Roger J. Traynor of the Supreme Court of California took
advantage of a case involving a waitress injured by an exploding Coca-Cola bottle to
articulate the doctrine of strict liability for defective products. Traynor's concurring opinion
in Escola v. Coca-Cola Bottling Co. is widely recognized as a landmark case in U.S. law
today.[65]
In 1997, Coca-Cola introduced a "contour can," similar in shape to its famous bottle, on a few
test markets, including Terre Haute, Indiana.[66] The can has never been widely released.
A new slim and tall can began to appear in Australia on December 20, 2006; it cost AU$1.95.
The cans have a resemblance to energy drink cans. The cans were commissioned by
Domino's Pizza and are available exclusively at their restaurants.
In January 2007, Coca-Cola Canada changed "Coca-Cola Classic" labeling, removing the
"Classic" designation, leaving only "Coca-Cola." Coca-Cola stated this is merely a name
change and the product remains the same.
In 2007, Coca-Cola introduced an aluminum can designed to look like the original glass
Coca-Cola bottles.
In 2007, the company's logo on cans and bottles changed. The cans and bottles retained the
red color and familiar typeface, but the design was simplified, leaving only the logo and a
plain white swirl (the "dynamic ribbon").
In 2008, in some parts of the world, the plastic bottles for all Coke varieties (including the
larger 1.5- and 2-liter bottles) were changed to include a new plastic screw cap and a slightly
taller contoured bottle shape, designed to evoke the old glass bottles.[67]

22. Two Chinese Coke bottles, a 200 ml glass bottle, which is becoming less common, and a 300 ml
plastic bottle that is now widely available.
Designer bottles
Karl Lagerfeld is the latest designer to have created a collection of aluminum bottles for
Coca-Cola. Lagerfeld is not the first fashion designer to create a special version of the famous
Coca-Cola Contour bottle. A number of other limited edition bottles by fashion designers for
Coca Cola Light soda have been created in the last few years.
In 2009, in Italy, Coca-Cola Light had a Tribute to Fashion to celebrate 100 years of the
recognizable contour bottle. Well known Italian designers Alberta Ferretti, Blumarine, Etro,
Fendi, Marni, Missoni, Moschino, and Versace each designed limited edition bottles.[68]
Competitors
Pepsi, the flagship product of PepsiCo, The Coca-Cola Company's main rival in the soft drink
industry, is usually second to Coke in sales, and outsells Coca-Cola in some markets. RC
Cola, now owned by the Dr 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 Coca-Cola.[69] On the
French island of Corsica, Corsica Cola, made by brewers of the local Pietra beer, is a growing
competitor to Coca-Cola. In the French region of Brittany, Breizh Cola is available. In Peru,
Inca Kola outsells Coca-Cola, which led The Coca-Cola Company to purchase the brand in
1999. In Sweden, Julmust outsells Coca-Cola during the Christmas season.[70] In Scotland,
the locally produced Irn-Bru was more popular than Coca-Cola until 2005, when Coca-Cola
and Diet Coke began to outpace its sales.[71] In India, Coca-Cola ranked third behind the
leader, Pepsi-Cola, and local drink Thums Up. The Coca-Cola Company purchased Thums
Up in 1993.[72] As of 2004, Coca-Cola held a 60.9% market-share in India.[73] Tropicola, a
domestic drink, is served in Cuba instead of Coca-Cola, due to a United States embargo.
French brand Mecca Cola and British brand Qibla Cola are competitors to Coca-Cola in the
Middle East. In Turkey, Cola Turka, in Iran and the Middle East, Zam Zam Cola and Parsi
Cola, in some parts of China, China Cola, in Slovenia, Cockta and the inexpensive Mercator

23. Cola, sold only in the country's biggest supermarket chain, Mercator, are some of the brand's
competitors. Classiko Cola, made by Tiko Group, the largest manufacturing company in
Madagascar, is a serious competitor to Coca-Cola in many regions. Laranjada is the top-
selling soft drink on Madeira.
Advertising
See also: Coca-Cola slogans
Coca-Cola's advertising has significantly affected American culture, and it is frequently
credited with inventing the modern image of Santa Claus as an old man in a red-and-white
suit. Although the company did start using the red-and-white Santa image in the 1930s, with
its winter advertising campaigns illustrated by Haddon Sundblom, the motif was already
common.[74][75] Coca-Cola was not even the first soft drink company to use the modern image
of Santa Claus in its advertising: White Rock Beverages used Santa in advertisements for its
ginger ale in 1923, after first using him to sell mineral water in 1915.[76][77] Before Santa
Claus, Coca-Cola relied on images of smartly dressed young women to sell its beverages.
Coca-Cola's first such advertisement appeared in 1895, featuring the young Bostonian actress
Hilda Clark as its spokeswoman.
An 1890s advertisement showing model Hilda Clark in formal 19th century attire. The ad is titled
Drink Coca-Cola 5¢. (US)
1941 saw the first use of the nickname "Coke" as an official trademark for the product, with a
series of advertisements informing consumers that "Coke means Coca-Cola".[78] In 1971 a
song from a Coca-Cola commercial called "I'd Like to Teach the World to Sing", produced
by Billy Davis, became a hit single.

24. Coca-Cola sales booth on the Cape Verde island of Fogo in 2004.
Coke's advertising is pervasive, as one of Woodruff's stated goals was to ensure that everyone
on Earth drank Coca-Cola as their preferred beverage. This is especially true in southern
areas of the United States, such as Atlanta, where Coke was born.
Coca-Cola signboard in Lahore, Pakistan.
Some Coca-Cola television commercials between 1960 through 1986 were written and
produced by former Atlanta radio veteran Don Naylor (WGST 1936–1950, WAGA 1951–
1959) during his career as a producer for the McCann Erickson advertising agency. Many of
these early television commercials for Coca-Cola featured movie stars, sports heroes and
popular singers.
Coca-Cola ghost sign in Fort Dodge, Iowa. Older Coca-Cola ghosts behind Borax and telephone ads.

25. During the 1980s, Pepsi-Cola ran a series of television advertisements showing people
participating in taste tests demonstrating that, according to the commercials, "fifty percent of
the participants who said they preferred Coke actually chose the Pepsi." Statisticians pointed
out the problematic nature of a 50/50 result: most likely, the taste tests showed that in blind
tests, most people cannot tell the difference between Pepsi and Coke. Coca-Cola ran ads to
combat Pepsi's ads in an incident sometimes referred to as the cola wars; one of Coke's ads
compared the so-called Pepsi challenge to two chimpanzees deciding which tennis ball was
furrier. Thereafter, Coca-Cola regained its leadership in the market.
Selena was a spokesperson for Coca-Cola from 1989 till the time of her death. She filmed
three commercials for the company. In 1994, to commemorate her five years with the
company, Coca-Cola issued special Selena coke bottles.[79]
The Coca-Cola Company purchased Columbia Pictures in 1982, and began inserting Coke-
product images into many of its films. After a few early successes during Coca-Cola's
ownership, Columbia began to under-perform, and the studio was sold to Sony in 1989.
Coca-Cola has gone through a number of different advertising slogans in its long history,
including "The pause that refreshes," "I'd like to buy the world a Coke," and "Coke is it" (see
Coca-Cola slogans).
In 2006, Coca-Cola introduced My Coke Rewards, a customer loyalty campaign where
consumers earn points by entering codes from specially marked packages of Coca-Cola
products into a website. These points can be redeemed for various prizes or sweepstakes
entries.[80]
In Australia in 2011, Coca-Cola began the "share a Coke" campaign, where the Coca-Cola
logo was replaced on the bottles and replaced with first names. Coca-Cola used the 150 most
popular names in Australia to print on the bottles.[81][82][83] The campaign was paired with a
website page, Facebook page and an online "share a virtual Coke".
Holiday campaigns
Coca-Cola Christmas truck in Dresden, Germany.

26. The "Holidays are coming!" advertisement features a train of red delivery trucks, emblazoned
with the Coca-Cola name and decorated with Christmas lights, driving through a snowy
landscape and causing everything that they pass to light up and people to watch as they pass
through.[84]
The advertisement fell into disuse in 2001, as the Coca-Cola company restructured its
advertising campaigns so that advertising around the world was produced locally in each
country, rather than centrally in the company's headquarters in Atlanta, Georgia.[85] In 2007,
the company brought back the campaign after, according to the company, many consumers
telephoned its information center saying that they considered it to mark the beginning of
Christmas.[84] The advertisement was created by U.S. advertising agency Doner, and has been
part of the company's global advertising campaign for many years.[86]
Keith Law, a producer and writer of commercials for Belfast CityBeat, was not convinced by
Coca-Cola's reintroduction of the advertisement in 2007, saying that "I don't think there's
anything Christmassy about HGVs and the commercial is too generic."[87]
In 2001, singer Melanie Thornton recorded the campaign's advertising jingle as a single,
Wonderful Dream (Holidays are Coming), which entered the pop-music charts in Germany at
no. 9.[88][89] In 2005, Coca-Cola expanded the advertising campaign to radio, employing
several variations of the jingle.[90]
In 2011, Coca-Cola launched a campaign for the Indian holiday Diwali. The campaign
included commercials, a song and an integration with Shah Rukh Khan‘s film
Ra.One.[91][92][93]
Sports sponsorship
Coca-Cola was the first commercial sponsor of the Olympic games, at the 1928 games in
Amsterdam, and has been an Olympics sponsor ever since.[94] This corporate sponsorship
included the 1996 Summer Olympics hosted in Atlanta, which allowed Coca-Cola to
spotlight its hometown. Most recently, Coca-Cola has released localized commercials for the
2010 Winter Olympics in Vancouver; one Canadian commercial referred to Canada's hockey
heritage and was modified after Canada won the gold medal game on February 28, 2010 by
changing the ending line of the commercial to say "Now they know whose game they're
playing".[95]
Since 1978, Coca-Cola has sponsored the FIFA World Cup, and other competitions organised
by FIFA. One FIFA tournament trophy, the FIFA World Youth Championship from Tunisia
in 1977 to Malaysia in 1997, was called "FIFA — Coca Cola Cup".[96] In addition, Coca-Cola
sponsors the annual Coca-Cola 600 and Coke Zero 400 for the NASCAR Sprint Cup Series at
Charlotte Motor Speedway in Concord, North Carolina and Daytona International Speedway
in Daytona, Florida.
Coca-Cola has a long history of sports marketing relationships, which over the years have
included Major League Baseball, the National Football League, the National Basketball
Association, and the National Hockey League, as well as with many teams within those
leagues. Coca-Cola has had a longtime relationship with the NFL's Pittsburgh Steelers, due in
part to the now-famous 1979 television commercial featuring "Mean Joe" Greene, leading to

27. the two opening the Coca-Cola Great Hall at Heinz Field in 2001 and a more recent Coca-
Cola Zero commercial featuring Troy Polamalu.
Coca-Cola is the official soft drink of many collegiate football teams throughout the nation,
partly due to Coca-Cola providing those schools with upgraded athletic facilities in exchange
for Coca-Cola's sponsorship. This is especially prevalent at the high school level, which is
more dependent on such contracts due to tighter budgets.
Coca-Cola was one of the official sponsors of the 1996 Cricket World Cup held on the Indian
subcontinent. Coca Cola is also one of the associate sponsor of Delhi Daredevils in Indian
Premier League.
In England, Coca-Cola was the main sponsor of The Football League between 2004 and
2010, a name given to the three professional divisions below the Premier League in football
(soccer). It is also responsible for the renaming of these divisions — until the advent of Coca-
Cola sponsorship, they were referred to as Divisions One, Two and Three. Since 2004, the
divisions have been known as The Championship (equiv. of Division 1), League One (equiv.
of Div. 2) and League 2 (equiv. of Division 3). This renaming has caused unrest amongst
some fans, who see it as farcical that the third tier of English Football is now called "League
One." In 2005, Coca-Cola launched a competition for the 72 clubs of the football league — it
was called "Win a Player". This allowed fans to place 1 vote per day for their beloved club,
with 1 entry being chosen at random earning £250,000 for the club; this was repeated in
2006. The "Win A Player" competition was very controversial, as at the end of the 2
competitions, Leeds United AFC had the most votes by more than double, yet they did not
win any money to spend on a new player for the club. In 2007, the competition changed to
"Buy a Player". This competition allowed fans to buy a bottle of Coca-Cola Zero or Coca-
Cola and submit the code on the wrapper on the Coca-Cola website {www.coca-
colafootball.co.uk}. This code could then earn anything from 50p to £100,000 for a club of
their choice. This competition was favored over the old "Win A Player" competition, as it
allowed all clubs to win some money.
Introduced March 1, 2010, in Canada, to celebrate the 2010 Winter Olympics, Coca Cola will
sell gold colored cans in packs of 12 355 mL each, in select stores.[97]
In mass media
Coca-Cola has been prominently featured in countless films and television programs. Since
its creation, it remains as one of the most important elements of the popular culture. It was a
major plot element in films such as One, Two, Three, The Coca-Cola Kid, and The Gods
Must Be Crazy among many others. It provides a setting for comical corporate shenanigans in
the novel Syrup by Maxx Barry. And in music, in The Beatles' song, "Come Together", the
lyrics said, "He shoot Coca-Cola, he say...". The Beach Boys also referenced Coca-Cola in
their 1964 song "All Summer Long" (i.e. 'Member when you spilled Coke all over your
blouse?)[98]
Also, the best selling artist of all time and worldwide cultural icon,[99] Elvis Presley,
promoted Coca-Cola during his last tour of 1977.[100][101] The Coca-Cola Company used the
Elvis' image to promote the product.[102] For example, the company used a song performed by
Presley, A Little Less Conversation, in a Japanese Coca-Cola commercial.[103]

28. Other artists that promoted Coca-Cola include The Beatles, David Bowie,[104] George
Michael,[105] Elton John[106] and Whitney Houston,[107] who appeared in the Diet Coca-Cola
commercial, among many others.
Not all musical references to Coca-Cola went well. A line in "Lola" by The Kinks was
originally recorded as "You drink champagne and it tastes just like Coca-Cola." When the
British Broadcasting Corporation refused to play the song because of the commercial
reference, lead singer Ray Davies was forced to fly from New York to London and re-record
the lyric as "it tastes just like cherry cola" to get airplay for the song.[108]
Political cartoonist Michel Kichka satirized a Coca-Cola billboard in his 1982 poster "And I
Love New York." On the billboard, the lettering and script above the Coca-Cola wave read
"Enjoy Cocaine."[109]
Health effects
Since studies indicate "soda and sweetened drinks are the main source of calories in [the]
American diet",[110] most nutritionists advise that Coca-Cola and other soft drinks can be
harmful if consumed excessively, particularly to young children whose soft drink
consumption competes with, rather than complements, a balanced diet. Studies have shown
that regular soft drink users have a lower intake of calcium, magnesium, ascorbic acid,
riboflavin, and vitamin A.[111] The drink has also aroused criticism for its use of caffeine,
which can cause physical dependence.[112] A link has been shown between long-term regular
cola intake and osteoporosis in older women (but not men).[113] This was thought to be due to
the presence of phosphoric acid, and the risk was found to be same for caffeinated and
noncaffeinated colas, as well as the same for diet and sugared colas.
A common criticism of Coke based on its allegedly toxic acidity levels has been found to be
baseless by researchers; lawsuits based on these notions have been dismissed by several
American courts for this reason. Although numerous court cases have been filed against The
Coca-Cola Company since the 1920s, alleging that the acidity of the drink is dangerous, no
evidence corroborating this claim has been found. Under normal conditions, scientific
evidence indicates Coca-Cola's acidity causes no immediate harm.[114]
Since 1980 in the U.S., Coke has been made with high-fructose corn syrup (HFCS) as an
ingredient. Originally it was used in combination with more expensive cane-sugar, but by late
1984 the formulation was sweetened entirely with HFCS. Some nutritionists caution against
consumption of HFCS because it may aggravate obesity and type-2 diabetes more than cane
sugar.[115]
In India, there is a controversy whether there are pesticides and other harmful chemicals in
bottled products, including Coca-Cola. In 2003 the Centre for Science and Environment
(CSE), a non-governmental organization in New Delhi, said aerated waters produced by soft
drinks manufacturers in India, including multinational giants PepsiCo and Coca-Cola,
contained toxins including lindane, DDT, malathion and chlorpyrifos — pesticides that can
contribute to cancer and a breakdown of the immune system. CSE found that the Indian-
produced Pepsi's soft drink products had 36 times the level of pesticide residues permitted
under European Union regulations; Coca-Cola's soft drink was found to have 30 times the
permitted amount. CSE said it had tested the same products sold in the U.S. and found no
such residues.[116] After the pesticide allegations were made in 2003, Coca-Cola sales in India

29. declined by 15 percent. In 2004 an Indian parliamentary committee backed up CSE's findings
and a government-appointed committee was tasked with developing the world's first pesticide
standards for soft drinks. The Coca-Cola Company has responded that its plants filter water
to remove potential contaminants and that its products are tested for pesticides and must meet
minimum health standards before they are distributed.[117] In the Indian state of Kerala sale
and production of Coca-Cola, along with other soft drinks, was initially banned after the
allegations, until the High Court in Kerala overturned ruled that only the federal government
can ban food products. Coca-Cola has also been accused of excessive water usage in
India.[118]
The 2008 Ig Nobel Prize (a parody of the Nobel Prizes) in Chemistry was awarded to Sheree
Umpierre, Joseph Hill, and Deborah Anderson, for discovering that Coca-Cola is an effective
spermicide,[119] and to C.Y. Hong, C.C. Shieh, P. Wu, and B.N. Chiang for proving it is not.
Integrated marketing communications
From Wikipedia, the free encyclopedia
Jump to: navigation, search
It has been suggested that this article or section be merged with Marketing
communications. (Discuss) Proposed since October 2009.
Integrated Marketing Communications (IMC) is defined as customer centric, data driven
method of communicating with the customers. IMC is the coordination and integration of all
marketing communication tools, avenues, functions and sources within a company into a
seamless program that maximizes the impact on consumers and other end users at a minimal
cost.[1] This management concept is designed to make all aspects of marketing
communication such as advertising, sales promotion, public relations, and direct marketing
work together as a unified force, rather than permitting each to work in isolation
Advertising is defined as any paid form of non
personalcommunicationaboutanorganization,product,service,orideabyanidentifiedsponsor. Coca-
Colausestheconceptofaggressiveadvertisingtopromoteitsproducts.Thusadvertisingisthemostimporta
ntmarketingtoolforthecompanyasithastocatermassconsumermarkets.Theymainlydoesnationaladvert
ising. Companyintroducesdifferentthemesandconceptstoselltheirproductandadvertisesmainlyinelec
tronicmediaandoutofhomeadvertising.Theseadvertisementsbuildbrandimageandcreateawareness.
BignamesofIndianfilmindustrymainlybecomethebrandambassadorsoftheCompany. Throughoutthey
ears,theslogansoftheCoca-Colahavebeenmemorable.ForE.g. ThandaMatlabCola-Cola
Share13

30. Coca Cola recreates the magic of ‗Open
Happiness‘ this summer
The 60-second ‘Cricket ki Khushi’ TVC starring Sachin Tendulkar has been
conceptualised by Lowe Lintas, and written by R Balki and his creative team
BestMediaInfo Bureau | Delhi | May 28, 2012
Adding gulps of happiness in a scorching summer, Coca-Cola has
launched its latest communication campaign, ‗Cricket ki Khushi‘, featuring the brand‘s
‗Happiness Ambassador‘ and cricket legend Sachin Tendulkar. The campaign celebrates
India‘s most loved sport, cricket, which transcends all boundaries, opening happiness for
people across the country, just like enjoying a bottle of Coca-Cola.
The communication is built around the unparalleled joy and happiness Indians derive from
cricket. Brand Coca-Cola provokes ‗happiness‘ by celebrating spontaneous moments of
happiness around us. In the new campaign, Tendulkar urges people to keep playing, be happy
and enjoy Coca-Cola.
The 60-second TVC has been conceptualised by Lowe Lintas & Partners, written by R Balki
and his creative team, and produced by Amit Sharma of Chrome Films.
The film opens with a group of youngsters in an arid region, kicking off their slippers and
starting a game of cricket, completely unperturbed by their surroundings. A group of
onlookers cheer the players and join in with the indomitable spirit of the game even as the
temperature soars. The film shows Tendulkar signing off by encouraging everyone to keep
playing and be happy!
This campaign is an extension of Coca-Cola‘s two very successful campaigns – ‗Reasons to
believe in a Happier Tomorrow‘ and ‗Teen Sharing a moment over Coca-Cola‘ – launched
earlier this year.
―Through the latest ‗Cricket ki Khushi‘ campaign, brand Coca-Cola celebrates the real
passion and joy experienced by all us through the game of Cricket,‖ said Anupama
Ahluwalia, Vice President – Marketing, Coca-Cola India and South West Asia.
Speaking about the campaign, R Balki , Chairman and Chief Creative Officer of Lowe
Lintas, said, ―Cricket is this country‘s true happiness. The weather, the playground, the
national team‘s performance, nothing can stop millions of people playing and experiencing
the joy of this game and Coca-Cola celebrates this true happiness of the land with the Cricket
ki Khushi campaign.‖

31. In addition to leveraging mass media, the entire communication effort will be complimented
by a range of initiatives including OOH media, radio, Internet, in-store and on-ground
activation across all key markets.