The origin and world growth of Coca-Cola
Although Coca-Cola is currently a leader in the sector, like all companies and products, it started from scratch.
On May 27, 1886, it is when the name of Coca-Cola was announced for the first time in its first advertising posters, adding in these the message "Drink" also. These first advertising posters were placed only in the Jacob Pharmacy, and invited people to enjoy this soda.
Once the brand was patented, in 1887, the first announcement was created, in a newspaper, to advertise Coca-Cola. Robinson, the Coca-Cola creator’s accountant, distributed Coca-Cola consumption coupons, by mail based on the Atlanta address guide. In this way the sales promotion was used, to publicize its product and was one of the beginning of the mailing.
When Coca-Cola went to Asa Griggs Candler, the next to his brothers founded The Coca-Cola Company.
On January 31, 1893, the Coca-Cola brand was registered at the United States Patent Registry Office. It was presented in Chicago, at the World Fair of that same year.
The success of sales is also due to the advertising strategy implemented by Asa Candler. Well, in addition to continuing with the coupons of a free consumption, he distributed among the pharmacies, who were the main sellers of the product: watches, calendars, posters, murals, trays and scales with the name of the brand in them. Also the ‘Coca-Cola Girls’ starred in a fundamental role among the male audience, since its introduction in 1891.
Coca-Cola’s first announcement in a magazine appeared in 1904
The demand for the product was increasing. So the product began to be bottled in plants that The Coca-Cola Company distributed the preparation.
In 1900, competitors and imitators were also appearing, with which Coca-Cola had to launch a communication policy in which he differentiated his product as the unique and original in which they launched messages such as "do not accept imitations".
To differentiate himself from Coca-Cola imitators, he decided to launch a bottle that was symbolic, and that everyone in any circumstances could recognize it. The “contoured bottle” design has been one of the most recognized containers in history.
He continued to advertise in multiple objects, such as Cutaplumas, book signals, wall watches or glass lamps. His slogans kept the messages ‘baby coca-cola. Delicious. Refreshing ’, although new advertising concepts had already begun to introduce the brand with baseball and other sports.
Archie Laney Lee, introduced an advertising strategy, in 1919, in which I converted the product into part of the habits and life of the people, trying to convert Coca-Cola into the refreshing drink by default.
In 1921 Coca-Cola was exported to Europe
Another of the great inventions of Coca-Cola, which also affected all drinks later was the creation of the 6 bottles pack. Until then to consumers only the bottles were sold individually, which revolutionized the market and made the product much more accessible.
The graphic advertising for which it was chosen for that time was suggestive advertising and with a striking sexual burden. Coca-Cola always used twenty brunettes.
The year 1928 is a very special year for Coca-Cola. For being the beginning of their relationship with the Olympic Games. The 1928 Olympics in Amsterdam were the first in which the United States participated and an opportunity to introduce the Coca-Cola at the international level was seen.
In 1929 it also stands out for the successful campaign that introduced the slogan ‘the pause that refreshes’. Among the immense number of people who read and heard the campaign, highlights the million pedestrians who passed daily in front of the first large neon announcement, which was built that year, in Times Square, New York.
In 1931 Coca-Cola ‘signed" one of the best known and loved characters by the public: Santa Claus. This figure had several representations, but it was Haddom Sundblom, Coca-Cola illustrator, who drew it Jovial, old man, bearded and chubby, wrapped in coat and red and white pants, with boots and black belt. It is the image that still remains from Santa Claus all over the world.
In 1932, the idea of associating food and coca-cola was conceived. After two years, advertising begins with the classic red-cola red fridge and its logo in informal meeting and food situations.
It was in this decade when the Aeronautica Delta Airlines served Coca-Cola, for the first time in the history of commercial aviation.
The Coca-Cola Company imposed certain standards in the use of its advertising: do not separate the ‘Coca-Cola’ brand in two lines. The phrase ‘registered trademark’ must appear in the head of the first C rubric, even if it was illegible. Eliminate any track of the brand in all discarded material (when some. Do not suggest that Coca-Cola can be drunk by young children,
At the 1933 Chicago World Fair, Coca-Cola presented the new automatic dispenser, with which syrup and carbonated water were mixed at the time the drink was poured when using a shooter. This invention was a revolution. Today, these dispensers are common in restaurants, bars, cinemas, etc. And not only do Coca-Cola serve, but all kinds of drinks.
The company also had a brand protection department, which was responsible for investigating and analyzing the good use of the product. Incognito agents periodically visited establishments where Coca-Cola was served and took samples of the liquid to subsequently analyze it. The company tried to defend its brand, did not want to associate with lower quality products.
At the end of World War II, Coca-Cola was another protagonist of this, and was also established throughout the world. And in addition the diminutive with which they called the soda, coke, officially
In 1950, Coca-Cola becomes the first product that appears on the cover of Time magazine. In 1960, Muute Maid acquired, in addition to the producers Columbia and Tristar.
The first appearance of Coca-Cola on television was in 1950, as sponsor of the thanksgiving special of that year, different sponsors such as the Walt Disney Christmas special followed.
In 1963, one of the most famous campaigns "Things Go Better with Coca-Cola" was born ". In 1969 this is changed to "It’s The Real Things".
In 1973 due to his great fight with Pepsi, which is his main rival in the sector, he created the announcement of Hilltop, one of the most important for the company. In the units people around the world.
In 1972, Coca-Cola edited his first illustrated guide of collectible objects.
In the early 2000s so far, Coca-Cola has been associated with great sporting events such as the Olympic Games, the World Cup, the Basketball League, the Rugby World Cup.
In addition to all this in Spain specifically, it can be related to many shows that it promotes, such as Coca-Cola Music Experience, the 40 Music Awards.
Today, Coca-Cola in addition to using traditional media, such as radio programs, television ads, brochures or posters, it is also made to promote through the so-called influencers or with promoted videos of YouTubers, ofso that these videos and images show us a person of our trust or to whom we have an admiration consuming the product. Always in a pleasant, holiday or adventurous atmosphere, all your messages transmit joy and positivism.
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