• Started in 1886 in Atlanta by
pharmacist named Dr. John S.
• served at Jacobs’ Pharmacy.
• Company accountant, Frank Robinson,
names the drink “Coca-Cola,” and
thinking the two Cs would look well in
• The first newspaper ad appears
announcing Coca-Cola as a “Delicious
and Refreshing Beverage.”
• In 1887, the first marketing efforts in
Coca-Cola history were executed
through coupons promoting free
samples of the beverage.
• John Pemberton registers
his “Coca-Cola Syrup and
Extract” label as a
copyright with the U.S.
• Fast forward to the 1970s
advertising started to
reflect a brand connected
with fun, friends and good
• 1971 Hilltop Singers
performing “I’d Like to Buy
the World a Coke”, or the
1979 “Have a Coke and a
featuring a young fan giving
a bottle of coca cola
• The 1980s memorable
slogans as “Coke is It!”,
“Catch the Wave” and
“Can’t Beat the Feeling”.
• In 1993, Coca-Cola
computer animation, and
the popular “Always
Coca-Cola” campaign was
launched in a series of ads
featuring animated polar
• the most famous
advertising slogans in
Coca-Cola history “The
Pause That Refreshes”
In 2009, the “Open Happiness” campaign was unveiled globally. The central message of
“Open Happiness” is an invitation to billions around the world to pause, refresh with a
Coca-Cola, and continue to enjoy one of life’s simple pleasures. The “Open Happiness”
message was seen in stores, on billboards, in TV spots and printed advertising along with
digital and music components
Coke studio is a continuation of publicity by musical component .
Because music is the common element of refreshment and happiness in
all kind of nations.
The first servings of Coca-Cola were sold for 5 cents per glass.
During the first year, sales averaged a modest nine servings per
day in Atlanta.
Today, daily servings of Coca-Cola beverages are
estimated at 1.9 billion globally.
• Pepsi is a carbonated soft drink that is
produced and manufactured by PepsiCo.
• Created and developed in 1893 and
introduced as Brad's Drink.
• Named after digestive enzyme Pepsin & Kola
Nuts used in the recipe.
• Named as Pepsi Cola on June 16, 1903 & then
as Pepsi in 1961.
• During the Great Depression, Pepsi gained popularity
following the introduction in 1936 of a 12-ounce bottle.
With a radio advertising campaign featuring the jingle
"Pepsi-Cola hits the spot / Twelve full ounces, that's a lot
/ Twice as much for a nickel, too / Pepsi-Cola is the drink
• Registered trademark on June, 1903.
• Rivalry continued in 1970 due to “Pepsi Challenge”.
• Pepsi also has sponsorship deals in international cricket
• In May 2012 Brad Jakeman, Pepsi’s new chief creative
officer was tasked with creating a new global campaign.
He spent nine months and over $5 million dollars to
figure out “Coke is timeless. Pepsi is timely.”
Positioning coca cola vs pepsi
• Target Audience
• Brand persona
• Core essence of positioning
• Star power