Coca cola-communication-report

Coca-Cola
From Wikipedia, the free encyclopedia
This article is about the beverage. For its manufacturer, see The Coca-Cola Company.
Coca-Cola
Type Cola
Manufacturer The Coca-Cola Company
Country of
origin
United States
Introduced May 8, 1886; 129 years ago
Color Caramel E-150d
Flavor Cola
Variants
 New Coke/"Coca-Cola II"
(Discontinued)
 Diet Coke
 Caffeine-Free Coca-Cola
 Diet Coke Caffeine-Free
 Coca-Cola Zero
 Coca-Cola Cherry
 Coca-Cola with Lemon
(Discontinued)
 Coca-Cola Vanilla
 Coca-Cola with Lime
 Coca-Cola Raspberry
(Discontinued)
 Coca-Cola Black Cherry
Vanilla (Discontinued)
 Coca-Cola Balk
(Discontinued)
 Coca-Cola Citra
 Coca-Cola Orange
 Coca-Cola Life
 Coca Cola C2
Related
products
Pepsi
Irn-Bru
RC Cola

Afri-Cola
Postobón
Inca Kola
Kola Real
Website www.coca-colacompany.com
a Coca-Cola bottle
Coca-Cola is a carbonated soft drink. 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 name refers to two of its original
ingredients: kola nuts, a source of caffeine, and coca leaves. The current formula of Coca-Cola
remains a trade secret, although a variety of reported recipes and experimental recreations have
been published.
The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout
the world. The bottlers, who hold exclusive territory contracts with the company, produce
finished product in cans and bottles from the concentrate in combination with filtered water and
sweeteners. A typical 12 oz (355 ml) can contains 38g of sugar (usually in the form of HFCS).
The bottlers then sell, distribute and merchandise Coca-Cola to retail stores, restaurants and
vending machines. 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. In 2013, Coke products could be found in over 200
countries worldwide, with consumers downing more than 1.8 billion company beverage servings
each day.
Based on Interbrand's best global brand study of 2015, Coca-Cola was the world's third most
valuable brand.
John Pemberton, the inventor of Coca-Cola
Contents
 1 History
o 1.1 19th-century historical origins
 1.1.1 The Coca-Cola Company
o 1.2 Origins of bottling
o 1.3 20th century
o 1.4 New Coke
o 1.5 21st century
 2 Production
o 2.1 Ingredients
o 2.2 Formula of natural flavorings
o 2.3 Use of stimulants in formula
 2.3.1 Coca – cocaine
 2.3.2 Kola nuts – caffeine
o 2.4 Franchised production model
 3 Geographic spread
 4 Brand portfolio
o 4.1 Logo design

o 4.2 Contour bottle design
o 4.3 Types
o 4.4 Designer bottles
 5 Competitors
 6 Advertising
o 6.1 5 cents
o 6.2 Holiday campaigns
o 6.3 Sports sponsorship
o 6.4 In mass media
 7 Criticism
 8 Colombian death-squad allegations
 9 Use as political and corporate symbol
 10 Social causes
 11 See also
 12 References
 13 Further reading
o 13.1 Primary sources
 14 External links
History
19th-century historical origins
Eagle Drug and Chemical House, Columbus, Georgia
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.[4]

This Coca-Cola advertisement from 1943 is still displayed in Minden, Louisiana.
Early Coca-Cola bottling machine at Biedenharn Museum and Gardens in Monroe, Louisiana
Confederate Colonel John Pemberton who was wounded in the American Civil War, became
addicted to morphine, and began a quest to find a substitute for the dangerous opiate. The
prototype Coca-Cola recipe was formulated at Pemberton's Eagle Drug and Chemical House, a
drugstore in Columbus, Georgia, originally as a coca wine. He may have been inspired by the
formidable success of Vin Mariani, a European coca wine.
In 1885, Pemberton registered his French Wine Coca nerve tonic. In 1886, when Atlanta and
Fulton County passed prohibition legislation, Pemberton responded by developing Coca-Cola,
essentially a nonalcoholic version of French Wine Coca. The first sales were at Jacob's Pharmacy
in Atlanta, Georgia, on May 8, 1886. It was initially sold as a patent medicine for five cents 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 Pemberton claimed Coca-Cola cured many diseases,
including morphine 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.
By 1888, three versions of Coca-Cola – sold by three separate businesses – were on the market.
A co-partnership 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. John
Pemberton declared that the name "Coca-Cola" belonged to his son, Charley, but the other two
manufacturers could continue to use the formula.
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. Charley's exclusive control over the "Coca Cola"

name became a continual thorn in Asa Candler's side. 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."
Old German Coca-Cola bottle opener.
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 14 deal, on April 17, 1888, one-
half of the Walker/Dozier interest shares were acquired by Candler for an additional $750.
The Coca-Cola Company
In 1892, Candler set out to incorporate a second company; "The Coca-Cola Company" (the
current corporation). When Candler had the earliest records of the "Coca-Cola Company" burned
in 1910, the action was claimed to have been made during a move to new corporation offices
around this time.
After Candler had gained a better foothold on Coca-Cola in April 1888, he nevertheless 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.
On August 16, 1888, Dr. John Stith Pemberton suddenly died, Asa G. Candler then 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 .
In Charles Howard Candler's 1950 book about his father, he stated: "On August 30th [1888], he
[Asa Candler] became sole proprietor of Coca-Cola, a fact which was stated on letterheads,
invoice blanks and advertising copy."
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 Coca-Cola beverage,
with a total investment outlay by Candler for the drink enterprise over the years amounting to
$2,300.
In 1914, Margaret Dozier, as co-owner of the original Coca-Cola Company in 1888, came
forward to claim that 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 Charle.
On September 12, 1919, Coca-Cola Co. was purchased by a group of investors for $25 million
and reincorporated. The company publicly offered 500,000 shares of the company for $40 a
share.
In 1986, The Coca-Cola Company merged with two of their bottling operators (owned by JTL
Corporation and BCI Holding Corporation) to form Coca-Cola Enterprises Inc. (CCE).
In December 1991, Coca-Cola Enterprises merged with the Johnston Coca-Cola Bottling Group,
Inc.
Origins of bottling
Bottling plant of Coca-Cola Canada Ltd. January 8, 1941. Montreal, Canada.
The first bottling of Coca-Cola occurred in Vicksburg, Mississippi, at the Biedenharn Candy
Company in 1891. The proprietor of the bottling works was Joseph A. Biedenharn. The original
bottles were Biedenharn bottles, very different from the much later hobble-skirt design of 1915
now so familiar.

It was then a few years later that two entrepreneurs from Chattanooga, Tennessee, namely;
Benjamin F. Thomas and Joseph B. Whitehead, proposed the idea of bottling 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. Candler remained very content just selling his company's syrup.
The loosely termed contract proved to be problematic for The Coca-Cola 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. This contract specified that bottles would be
sold at 5¢ each and had no fixed duration, leading to the fixed price of Coca-Cola from 1886 to
1959.
20th century
The first outdoor wall advertisement that promoted the Coca-Cola drink was painted in 1894 in
Cartersville, Georgia. Cola syrup was sold as an over-the-counter dietary supplement for upset
stomach. 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.
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."

Claimed to be the first installation anywhere of the 1948 model "Boat Motor" styled Coca-Cola
soda dispenser, Fleeman's Pharmacy, Atlanta, Georgia. The "Boat Motor" soda dispenser was
introduced in the late 1930s and manufactured till the late 1950s. 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. Jack Fleeman took over the pharmacy from his
father and ran it until 1995; closing it after 81 years. 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.
New Coke
Main article: New Coke
The Las Vegas Strip World of Coca-Cola museum in 2003
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 using high fructose corn syrup instead of cane sugar as the main
sweetener, under the name Coca-Cola Classic, on July 10, 1985.
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.
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. 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.] The change is part of a larger strategy to
rejuvenate the product's image.] 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 for two months; a separate pouring
rights deal in 2013 saw Coke products removed from Costco food courts in favor of Pepsi. Some
Costco locations (such as the ones in Tucson, Arizona) additionally sell imported Coca-Cola
from Mexico with cane sugar instead of corn syrup from separate distributors. 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.
In 2012, Coca-Cola resumed business in Myanmar after 60 years of absence due to U.S.-imposed
investment sanctions against the country. Coca-Cola's bottling plant will be located in Yangon
and is part of the company's five-year plan and $200 million investment in Myanmar. Coca-Cola
with its partners is to invest USD 5 billion in its operations in India by 2020. In 2013, it was
announced that Coca-Cola Life would be introduced in Argentina that would contain stevia and
sugar.
In August 2014 the company announced it was forming a long-term partnership with Monster
Beverage, with the two forging a strategic marketing and distribution alliance, and product line
swap. As part of the deal Coca-Cola was to acquire a 16.7% stake in Monster for $2.15 billion,
with an option to increase it to 25%.
Production
Ingredients
 Carbonated water
 Sugar (sucrose or high-fructose corn syrup (HFCS) depending on country of origin)
 Caffeine
 Phosphoric acid
 Caramel color (E150d)
 Natural flavorings
A typical can of Coca-Cola (12 fl ounces/355 ml) contains 38 grams of sugar (usually in the
form of HFCS), 50 mg of sodium, 0 grams fat, 0 grams potassium, and 140 calories. On May 5,
2014, Coca-Cola said it is working to remove a controversial ingredient, brominated vegetable
oil, from all of its drinks.
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.
Coca-Cola Museum in Atlanta, Georgia
According to Snopes, a popular myth states that only two executives have access to the formula,
with each executive having only half the formula. However, several sources state 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.
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.
Use of stimulants in formula
An early Coca Cola advertisement.

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).
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.
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. Since then, Coca-Cola 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,] 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 Mallinckrodt, a St.
Louis, Missouri, pharmaceutical manufacturer that is the only company in the United States
licensed to purify cocaine for medicinal use.
Long after the syrup had ceased to contain any significant amount of cocaine, in the southeastern
U.S., "dope" remained a common colloquialism for Coca-Cola, and "dope-wagons" were trucks
that transported it.[70]
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)."[71] 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).
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 distributor.

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.[74]
The bottling plant in Skopje, Macedonia, received the 2009 award for "Best Bottling
Company".[75]
Geographic spread
Since it announced its intention to begin distribution in Burma in June 2012, Coca-Cola has been
officially available in every country in the world except Cuba and North Korea. However, it is
reported to be available in both countries as a grey import.
Coca-Cola has been a point of legal discussion in the Middle East. In the early 20th century, a
fatwa was created in Egypt to discuss the question of "whether Muslims were permitted to drink
Coca-Cola and Pepsi cola." The fatwa states: "According to the Muslim Hanefite, Shafi'ite, etc.,
the rule in Islamic law of forbidding or allowing foods and beverages is based on the
presumption that such things are permitted unless it can be shown that they are forbidden on the
basis of the Qur'an." The Muslim jurists stated that, unless the Qu'ran specifically prohibits the
consumption of a particular product, it is permissible to consume. Another clause was discussed,
whereby the same rules apply if a person is unaware of the condition or ingredients of the item in
question.
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
Coca-Cola 1886 The original version of Coca-Cola.
Caffeine-Free
Coca-Cola
1983 The caffeine free version of Coca-Cola.
Coca-Cola
Cherry
1985
Was available in Canada starting in 1996. Called
"Cherry Coca-Cola (Cherry Coke)" in North America
until 2006.
New
Coke/"Coca-
Cola II"
1985 2002
Was still available in Yap and American Samoa[citation
needed]
Coca-Cola
with Lemon
2001 2005
Available in:
Australia, American Samoa, Austria, Belgium,

Brazil, China, Denmark, Federation of Bosnia and
Herzegovina, Finland, France, Germany, Hong Kong,
Iceland, Korea, Luxembourg, Macau, Malaysia,
Mongolia, Netherlands, New Caledonia, New
Zealand, Réunion, Singapore, Spain, Switzerland,
Taiwan, Tunisia, United Kingdom, United States, and
West Bank-Gaza
Coca-Cola
Vanilla
2002;
2007; 2013
2005
Available in: Austria, Australia, China, Czech
Republic, Finland, Germany, Hong Kong, New
Zealand, Malaysia, Slovakia, South-Africa, Sweden,
United Kingdom and United States. It was
reintroduced in June 2007 by popular demand.
Coca-Cola
with Lime
2005
Available in Belgium, Netherlands, Singapore,
Canada, the United Kingdom, and the United States.
Coca-Cola
Raspberry
June 2005 End of 2005
Was only available in New Zealand. Currently
available in the United States and the United
Kingdom in Coca-Cola Freestyle fountain since
2009.
Coca-Cola
Black Cherry
Vanilla
2006
Middle of
2007
Was replaced by Vanilla Coke in June 2007
Coca-Cola
Blāk
2006
Beginning of
2008
Only available in the United States, France, Canada,
Czech Republic, Bosnia and Herzegovina, Bulgaria
and Lithuania
Coca-Cola
Citra
2006
Only available in Bosnia and Herzegovina, New
Zealand and Japan.
Coca-Cola
Orange
2007
Was available in the United Kingdom and Gibraltar
for a limited time. In Germany, Austria and
Switzerland it's sold under the label Mezzo Mix.
Currently available in Coca-Cola Freestyle fountain
outlets in the United States since 2009 and in the
United Kingdom since 2014.
Coca-Cola Life 2013 A version with stevia and sugar as sweeteners.
Logo design
The Coca-Cola logo was created by John Pemberton's bookkeeper, Frank Mason Robinson, in
1885. Robinson came up with the name and chose the logo's distinctive cursive script. The
writing style 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.
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.

Contour bottle design
"Coke bottle" redirects here. For the song, see Coke Bottle (song).
The Coca-Cola bottle, called the "contour bottle" within the company, 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."
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.
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.
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. A revised version was also patented in 1923. Because the
Patent Office releases the Patent Gazette on Tuesday, the bottle was patented on December 25,
1923, and was nicknamed the "Christmas bottle." Today, the contour Coca-Cola bottle is one of
the most recognized packages on the planet..."even in the dark!".
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.

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.
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").[
Types

Earl R. Dean's original 1915 concept drawing of the contour Coca-Cola bottle

The prototype never made it to production since its middle diameter was larger than its
base, making it unstable on conveyor belts.


Final production version with slimmer middle section.
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.[86]
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. 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. 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.] In the former East Germany, Vita Cola, invented during Communist rule, is
gaining popularity.
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. As of 2004, Coca-Cola held a 60.9%
market-share in India. 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, Zamzam Cola and Parsi Cola, in some parts
of China, China Cola, in Slovenia, Cockta and the inexpensive Mercator 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
An 1890s advertisement showing model Hilda Clark in formal 19th-century attire. The ad is
titled Drink Coca-Cola 5¢. (US).
Coca-Cola ghost sign in Fort Dodge, Iowa. Older Coca-Cola ghosts behind Borax and telephone
ads.
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. 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. 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.
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". 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.
Coca-Cola sales booth on the Cape Verde island of Fogo in 2004.
Coke advertisement – 2013
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.
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.
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. During 1994, to commemorate her five years with the company,
Coca-Cola issued special Selena coke bottles.
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".
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.
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. The campaign was paired with a website page,
Facebook page and an online "share a virtual Coke". The same campaign was introduced to
Coca-Cola, Diet Coke & Coke Zero bottles and cans in the UK in 2013.
Coca-Cola has also advertised its product to be consumed as a breakfast beverage, instead of
coffee or tea for the morning caffeine.
5 cents
Main article: The fixed price of Coca-Cola from 1886 to 1959
From 1886 to 1959, the price of Coca-Cola was fixed at five cents, in part due to an advertising
campaign.
Holiday campaigns

A Freightliner Coca-Cola Christmas truck in Dresden, Germany.
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.
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. 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.] The advertisement was
created by U.S. advertising agency Doner, and has been part of the company's global advertising
campaign for many years.
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."
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. In 2005, Coca-Cola expanded the advertising campaign to radio, employing several variations
of the jingle.
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.
Sports sponsorship

1952 Summer Olympics in Helsinki. Coca-Cola vending point
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.] 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".
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".[118] 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 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). 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 one vote per day for their favorite club, with one
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 A.F.C. 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 or Coca-Cola Zero and submit the code on
the wrapper on the Coca-Cola website. 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. Between 1992 and 1998, Coca-Cola was the title
sponsor of the Football League Cup (Coca-Cola Cup), the secondary cup tournament of England.
Between 1994 and 1997, Coca-Cola was also the title sponsor of the Scottish League Cup,
renaming it the Coca-Cola Cup like its English counterpart.
Coca-Cola is the presenting sponsor of the Tour Championship, the final event of the PGA Tour
held each year at East Lake Golf Club in Atlanta, GA.
Introduced March 1, 2010, in Canada, to celebrate the 2010 Winter Olympics, Coca Cola sold
gold colored cans in packs of 12 355 mL (12 imp fl oz; 12 US fl oz) each, in select stores.[120]
In 2012, Coca-Cola (Philippines) hosted/sponsored the Coca-Cola PBA Youngstars in the
Philippines.
In mass media
Coca Cola advertised on a Volkswagen T2 in Maringá, Paraná, Brazil.
Coca-Cola has been prominently featured in countless films and television programs. Since its
creation, it remains as one of the most prominent 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. In music, in the Beatles' song, "Come Together", the lyrics say, "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?")
The best selling artist of all time and worldwide cultural icon,[122] Elvis Presley, promoted Coca-
Cola during his last tour of 1977. The Coca-Cola Company used Elvis' image to promote the

product. For example, the company used a song performed by Presley, A Little Less
Conversation, in a Japanese Coca-Cola commercial.
Other artists that promoted Coca-Cola include the Beatles, David Bowie, George Michael, Elton
John. and Whitney Houston. 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 re-recorded the lyric as "it tastes just like cherry cola" to get airplay for the
song.
Political cartoonist Michel Kichka satirized a famous Coca-Cola billboard in his 1982 poster
"And I Love New York." On the billboard, the Coca-Cola wave is accompanied by the words
"Enjoy Coke." In Kichka's poster, the lettering and script above the Coca-Cola wave instead read
"Enjoy Cocaine."
Criticism
Main article: Criticism of Coca-Cola
Criticism of Coca-Cola has arisen from various groups, concerning a variety of issues, including
health effects, environmental issues, and business practices. The Coca-Cola Company, its
subsidiaries and products have been subject to sustained criticism by both consumer groups,
leftist activists and watchdogs, particularly since the early 2000s.
Colombian death-squad allegations
The Coca Cola company was sued over its alleged use of political far-right wing death squads
(the United Self-Defense Forces of Colombia) to kidnap, torture, and kill, Columbian bottler
workers that were linked with trade union activity. Coca Cola was sued in a US federal court in
Miami by the Colombian food and drink union Sinaltrainal. The suit alleged that Coca Cola was
indirectly responsible for "contracted with or otherwise directed paramilitary security forces that
utilized extreme violence and murdered, tortured, unlawfully detained or otherwise silenced
trade union leaders". This sparked campaigns to boycott Coca Cola in the UK, US, Germany,
Italy and Australia.
Javier Correa, the president of Sinaltrainal, said the campaign aimed to put pressure on Coca-
Cola "to mitigate the pain and suffering" that union members had suffered.
Speaking from the Coca Cola company's headquarters in Atlanta, company spokesperson Rafael
Fernandez Quiros said "Coca-Cola denies any connection to any human-rights violation of this
type" and added "We do not own or operate the plants".

Use as political and corporate symbol
Coca-Cola advertising in High Atlas mountains of Morocco
A mock-up of the Coke dispenser flown aboard the Space Shuttle in 1996 (US)
Coca-Cola has a high degree of identification with the United States, being considered by some
an "American Brand" or as an item representing America. During World War II, this gave rise to
brief production of the White Coke as a neutral brand. The drink is also often a metonym for the
Coca-Cola Company.
There are some consumer boycotts of Coca-Cola in Arab countries due to Coke's early
investment in Israel during the Arab League boycott of Israel (its competitor Pepsi stayed out of
Israel). Mecca Cola and Pepsi have been successful[. alternatives in the Middle East.
A Coca-Cola fountain dispenser (officially a Fluids Generic Bioprocessing Apparatus-2 or
FGBA-2) was developed for use on the Space Shuttle as a test bed to determine if carbonated
beverages can be produced from separately stored carbon dioxide, water and flavored syrups and
determine if the resulting fluids can be made available for consumption without bubble
nucleation and resulting foam formation. The unit flew in 1996 aboard STS-77 and held
1.65 liters each of Coca-Cola and Diet Coke.

Social causes
In 2012, Coca-Cola is listed as a partner of the (RED) campaign, together with other brands such
as Nike, Girl, American Express and Converse. The campaign's mission is to prevent the
transmission of the HIV virus from mother to child by 2015 (the campaign's byline is "Fighting
For An AIDS Free Generation").
Type Public
Traded as
NYSE: KO
Dow Jones Industrial Average
Component
S&P 500 Component
Industry Beverage
When it was
created
1886
People who
started it
Asa Griggs Candler
Headquarters
Coca-Cola headquarters,
Atlanta, Georgia, U.S.
Area served Worldwide
Key people
Muhtar Kent
(Chairman & CEO)
Things made
List of The Coca-Cola Company
products
Money earned US$48.01 billion (2012)
Operating
income
US$10.84 billion (2012)
Net income US$9.01 billion (2012)
Total assets US$86.17 billion (2012)
Total equity US$32.79 billion (2012)

Employees 146,200 (Dec 2011)
Subsidiaries
List of The Coca-Cola Company
subsidiaries
Website Coca-ColaCompany.com
Coca Cola
The Coca-Cola Company is a publicly-traded company headquarted in Atlanta, Georgia. Its
stock symbol is KO. It is on the Dow Jones Industrial Average and makes up a large portion of
the holdings of Berkshire Hathaway.
The company is most known for making the drink Coca-Cola, the most drank soft drink in the
world. It also makes other soft drinks, including:
 Barq's
 Diet Coke
 Coca-Cola Cherry (Cherry Coke)
 Fanta
 Sprite
 Tab
 Mr. Pibb
 Mello Yellow
 Vault
The company offers 500 different brands and sells more than a billion drinks each day. Most of
this is sold in the United States, Mexico, Brazil, China, Japan and the UK.
Besides soft drinks, the company also makes Minute Maid and Odwalla fruit juices, Powerade,
and Dasani bottled water. At one time, the company owned Columbia Pictures, but they are now
owned by Sony and also Rockstar energy drink now owned by PepsiCo.

Coca-Cola Enterprises
This article relies too much on references to primary sources. Please improve this by
adding secondary or tertiary sources.
Coca-Cola Enterprises
Type Public
Traded as
NYSE: CCE
S&P 500 Component
Industry Beverages
Founded 1986
Headquarters Atlanta, Georgia, U.S.
Key people
John F. Brock (CEO), Chairman
and CEO
Manik Jhangiani, CFO
Hubert Patricot, President,
Europe Group[1]
Products
Products
Other Soft Drinks
Revenue US$7.6 Billion (FY 2012)]
Operating income US$914 Million (FY 2013)
Net income US$677 Million (FY 2012)
Total assets US$9.09 Billion (FY 2011)
Total equity US$2.90 Billion (FY 2011)
Number of
employees
13,250 (2011)
Website www.cokecce.com
Coca-Cola Enterprises is a marketer, producer, and distributor of Coca-Cola products. It is the
anchor bottler for Western Europe, and was formerly the anchor bottler for most of North
America.
Coca-Cola Enterprises' products include Coca-Cola, Diet Coke, Coke Zero, Sprite, Fanta, Capri-
Sun, Dr Pepper, Chaudfontaine, Schweppes,[6] Monster and Relentless.

Contents
 1 History
 2 Territories
 3 Electric trucks
 4 Sale of assets to The Coca-Cola Co.
 5 Merger
 6 References
 7 External links
History
In 1980, Coca-Cola acquired the Coca-Cola Bottling Company of New York for $215 million..
In 1982, Coca-Cola acquired the Associated Coca-Cola Bottling Company for $417.5 million. In
1986, Coca-Cola acquired the bottling operations of Beatrice Foods and the bottling operations
of the Lupton family. Coca-Cola Enterprises Inc. was spun off from The Coca-Cola Company in
1986. The purpose was consolidating the many independent bottling groups in the Coca-Cola
System. Previously, independent businesses in small geographic areas, generally a central city or
town and its hinterland, bottled Coca-Cola products and distributed these to stores. Coca-Cola
headquarters began to buy up these bottlers in 1980 and then spun this function off to anchor
bottlers in various parts of the world. Coca-Cola Enterprises continued to acquire regional
bottlers throughout the 1990s.
The company has its headquarters in Atlanta, Georgia and is separate from The Coca-Cola
Company; both companies are listed on the New York Stock Exchange and are components of
the S&P 500.
Similar anchor bottlers are the South Pacific area's Coca-Cola Amatil, Eastern Europe's Coca-
Cola Hellenic, and Latin America's Coca-Cola FEMSA.
Territories
Coca-Cola Enterprises is the exclusive Coca-Cola bottler for all of Belgium, continental France,
Great Britain, Luxembourg, Monaco, The Netherlands, Norway and Sweden.
Some of its production facilities are located in Norway (Lørenskog), Sweden (Jordbro), The
Netherlands (Dongen), Belgium (Antwerp, Ghent and Chaudfontaine (mineral water only)),
France (Socx, Grigny, Clamart, Les Pennes-Mirabeau and Castanet-Tolosan), and the UK
(Wakefield, Sidcup, Edmonton, Milton Keynes, East Kilbride and Morpeth).
Electric trucks
When Coca-Cola Enterprises was the anchor bottler in North America, it had the largest hybrid
electric trucks in North America. The hybrid electric tractor units were the standard bulk delivery

truck the company uses for large deliveries. CCE planned to incrementally deploy 185 of the
hybrid electric trucks across the United States and Canada in 2009, bringing its total number of
hybrid electric delivery trucks to 327, the largest such fleet in North America. The company
already had 142 smaller hybrid electric delivery vehicles on the road. The trucks are powered by
Eaton Corporation's hybrid electric drivetrain systems.
Sale of assets to The Coca-Cola Co.
On February 24, 2010, The Coca-Cola Company and CCE (Coca-Cola Enterprises) entered talks
about selling CCE's North American division to Coca-Cola. Coca-Cola paid over $15 billion,
including a redemption of Coca-Cola's 33% shareholding in CCE. Coca-Cola wanted the
business in their asset list because they felt it would save both consumers and Coca-Cola money.
Coca-Cola also spun off its small European bottling division to "New CCE".
The acquisition closed on October 3, 2010.
Merger
On August 6th 2015, Coca-Cola Enterprises announced that it will merge with Coca-Cola Iberian
Partners and Coca-Cola Erfrischungsgetränke AG, a subsidiary of the Coca-Cola Company into
a new company to be called Coca-Cola European Partners PLC.

Front Page

BRANDS


VIDEOS

SUSTAINABILITY

INNOVATION

HISTORY

MUSIC

UNBOTTLED

5by20

#cokestyle


Water Replenishment

Product Facts

EKOCENTER

Annual Meeting of Shareowners

Giving Back

Food & Recipes
1. FRONT PAGE
>
2. Brands
>
3. Product Descriptions

Product Description
 Coca-Cola
Coca-Cola is the most popular and biggest-selling soft drink in history, as well as one of
the most recognizable brands in the world.
Created in 1886 in Atlanta, Georgia, by Dr. John S. Pemberton, Coca-Cola was first
offered as a fountain beverage at Jacob's Pharmacy by mixing Coca-Colasyrup with
carbonated water.
Coca-Cola was patented in 1887, registered as a trademark in 1893 and by 1895 it was
being sold in every state and territory in the United States.
In 1899, The Coca-Cola Company began franchised bottling operations in the United
States and in 1906 bottling operations for Coca-Cola began to expand internationally.
View Coca-Cola Product Facts
 Sprite

Introduced in 1961, Sprite is the world's leading lemon-lime flavored soft drink. Sprite is
sold in more than 190 countries and ranks as the No. 3 soft drink worldwide.
View Sprite Product Facts
 Fanta
Introduced in 1940, Fanta is the second oldest brand of The Coca-Cola Company and our
second largest brand outside the US. Fanta Orange is the leading flavor but almost every
fruit grown is available as a Fanta flavor somewhere. Consumed more than 130 million
times every day around the world, consumers love Fanta for its great, fruity taste.
View Fanta Product Facts
 Diet Coke
Diet Coke, also known as Coca-Cola light in some markets, is a sugar- and calorie-free
soft drink. It was first introduced in the United States on August 9, 1982, as the first new
brand since 1886 to use the Coca-Cola Trademark. Today, Diet Coke/Coca-Cola light is
one of the largest and most successful brands of The Coca-Cola Company, available in
more than 150 markets around the world.

View Diet Coke Product Facts
 Coca-Cola zero
Coke Zero was Coca-Cola's largest product launch in 22 years and launched in 2005,
reaching billion-dollar status in 2007. Coca-Cola Zero offers great Coke taste, uplifting
refreshment and zero sugar.
View Coca-Cola Zero Product Facts
 Coca-Cola Life
Coca-Cola Life is a reduced-calorie cola sweetened with cane sugar and stevia leaf
extract.
At 60 calories per 8-oz. glass bottle, Coca-Cola Life has 35 percent fewer calories than
other leading colas*.
Stevia, a sweetener with zero calories, is obtained from the leaf of the stevia plant.
Together with cane sugar, stevia leaf extract gives Coca-Cola Life its delicious, sweet

flavor.
Coca-Cola Life is the perfect refreshing beverage to enjoy throughout summer’s sweetest
moments and pairs well with some of your favorite seasonal dishes.
For more information on Coca-Cola Life, follow us on Instagram and Twitter
@CocaColaLife
*Calories per 8-oz. glass bottle. Coca-Cola Life: 60 calories. Leading colas: 90-100
calories.
View Coca-Cola Life Product Facts
 DASANI
Pure, crisp DASANI delivers fresh taste with a clean, fresh style. DASANI DROPS is the
vibrant and delicious drop that transforms everyday moments into something deliciously
fun, unexpected and colorful. A refreshing duo.
View Dasani Product Facts
 Minute Maid

Minute Maid has been making juice for more than 60 years and has a heritage of
nutrition, innovation, and quality. In 1945, the U.S. Army ordered 500,000 pounds of
powdered orange juice from the Florida Foods Corporation, which later renames itself to
Vacuum Foods and then finally the Minute Maid Corporation. The Minute Maid
Corporation was acquired by The Coca-Cola Company in 1960, marking its first venture
outside of soft drinks.
View Minute Maid Product Facts
 Ciel
Ciel is a purified, noncarbonated bottled water that has been enjoyed by consumers since
1996. Ciel Mineralizada, a bottled mineral water, became available in Mexico in 2001.
 POWERADE

POWERADE™ combines carbohydrates, electrolytes with fluids for energy and
hydration. It quenches thirst and replenishes minerals and carbohydrates lost during
sports or other intense activities. In most markets, POWERADE is scientifically
formulated with the ION4® Advanced Electrolyte System, which helps replenish 4 key
electrolytes lost in sweat: Sodium, Potassium, Calcium, & Magnesium.
View Powerade Product Facts
 Simply Orange
Simply Orange is a premium, gently pasteurized, not from concentrate 100% orange
juice. Available in six varieties, Simply Orange is never frozen and never sweetened.
View Simply Product Facts
 Coca-Cola light

Diet Coke, also known as Coca-Cola light, is a sugar- and calorie-free soft drink with a
deliciously crisp taste that gives you a light boost in your busy day. It was first introduced
in the United States on August 9, 1982, as the first new brand since 1886 to use the Coca-
Cola Trademark. The brand created an entire new category and a new way of life. Today,
Diet Coke/Coca-Cola light is one of the largest and most successful brands of The Coca-
Cola Company, available in over 150 markets around the world.
 Fresca
With a unique citrus taste, Fresca is a caffeine-free soft drink for discriminating adults.
Fresca was introduced in the United States in 1966 as a calorie-free grapefruit-flavored
drink. Its bubbly, crisp, light taste provides a flavorful beverage to consumers who want
great citrus taste in a calorie-free soft drink. Fresca is sweetened with sugar in some parts
of the world.
View Fresca Product Facts
 glacéau vitaminwater

glacéau vitaminwater has always been a simple idea. start with water. and then add bold,
fruity flavors and just the right amount of sugar to make it delicious. finally, top it off
with a little extra nutrition. genius. and it never would’ve happened if someone hadn’t
looked at a plain bottle of water and said, “what if this was a little better?” making things
a little better is what makes glacéau vitaminwater great.
glacéau vitaminwater, the pioneer of the nutrient-enhanced water beverage category, is
available in over 26 countries. grab a cold vitaminwater and make your day a little better.
Also available with no calories in many countries—glacéau vitaminwater zero.
View glacéau vitaminwater Product Facts
 Del Valle
Del Valle Brand has its roots in Latin America and recently joined our ‘billion’ dollar
brand status within The Coca-Cola Company portfolio of brands. It has a diverse juice
line up ranging from 100% juices and nectars to juice drinks and is available in different
convenient packaging for the whole family. The brand is available in Mexico, Brazil,
Colombia, Venezuela, Central America, and other markets in Latin America.
 glacéau smartwater

glacéau smartwater is inspired by the way mother nature makes water, known as the
hydrologic cycle. we simulate this process by vapor distilling water, making every drop
as pure as the very first drop of rain (before it passes through pollutants, of course). if
that’s not smart enough, we then one-up mother nature by adding in electrolytes for a
clean crisp taste. if that sounds like genius, it is. smartwater is smart because it’s made
that way.
View glacéau smartwater Product Facts
 Mello Yello
The smooth citrus taste of Mello Yello has refreshed people's thirst for over two decades.
Its unique taste and confident, in-control style sets it apart from other soft drinks. Mello
Yello highlights the smooth choices in life - because when you drink Mello Yello,
everything goes down easy.
View Mello Yello Product Facts
 FUZE

FUZE® is reinventing the juice drink experience with its line of flavored beverages that
blend together the goodness of diverse fruity flavors and nutritional ingredients. The new
and improved FUZE is now available in twelve mouthwatering flavor varieties, each of
which is an excellent source of antioxidant Vitamins A, C and E.
View Fuze Product Facts
 FUZE tea
FUZE TEA is a new global tea brand from the Coca-Cola family that is a fusion of tea
with fruit flavors and other natural ingredients. Created through a special process that
ensures a delightful fusion of tea, fruit and other natural flavors, FUZE TEA delivers a
fresh, contemporary expression of tea.
View Fuze Tea Product Facts
 burn

With a potent combination of energizing ingredients, burn is designed to invigorate your
senses and to give you the power to keep it going. Available in 76 markets throughout
Europe, Africa and Latin America, burn is popular among adventurous trendsetters.
 Honest Tea
Honest Tea®, the nation's #1 organic bottled tea, delivers great-tasting, lower-calorie
refreshment. Each tea is freshly brewed using organic tea leaves and a touch of organic
cane sugar. Honest Ade® and Honest Kids®, organic caffeine-free thirst quenchers, are
50 calories or less per serving. Honest Tea is USDA Certified Organic, OU Kosher, Fair
Trade Certified™ and is available at retailers nationwide.
View Honest Tea Product Facts
 NOS

Popular among auto enthusiasts, NOS is sold in 16-oz. cans and 22-oz. re-sealable
bottles, with the latter bearing a resemblance to actual Nitrous Oxide canisters used in
automotive performance. The unique 22-oz. package won a National Association of
Container Distributors packaging innovation award in 2007. NOS Energy Drink was
developed in 2005 by FUZE Beverage and Holley Performance Products and was
purchased by The Coca-Cola Company in 2007.
 Odwalla
For over 30 years, Odwalla has been delivering great-tasting nutrition from coast to coast
with a full line of 100% juices, smoothies, protein shakes and food bars. Each one of our
products is uniquely crafted with high quality, premium ingredients. In fact, with over 40
different beverage and bar varieties, our expertise blends together the perfect combination
of delicious taste and purposeful nutrition. Personal choices can make a big difference
when it comes to taking care of yourself, and at Odwalla, we want you to live life fully,
one delicious snack at a time.
View Odwalla Product Facts
 POWERADE ZERO

Electrolytes without the calories. POWERADE ZERO™ is a great-tasting electrolyte-
enhanced sports and fitness drink. It combines electrolytes with fluids for hydration. It
quenches thirst and replenishes minerals lost during sports or other intense activities.
View Powerade Zero Product Facts
 Home ›
 Industries ›
 Consumer Goods & FMCG ›
 Alcoholic Beverages ›
 Coca-Cola Company
Coca-Cola Company - Statistics & Facts
Statistics and facts on the Coca-Cola Company
Everyone has heard of Coca-Cola, and you would be hard pressed to find somebody who was
unable to recognize the iconic white lettering against the bright red background of this global
brand. Various sources cite Coca-Cola as a billion dollar brand and that is not surprising, when
one considers it was rated by Interbrand as one of the most valuable brands in 2015, based on a
brand value amounting to 78.42 billion U.S. dollars.
The Coca-ColaCompanyisa global keyplayerinthe beverage industry.The firmcomprisesthe
corporate division,headquarteredinAtlanta,GA,andabout300 bottlingpartnersworldwide.According

to itsmost recentannual reportfrom2015, Coca-Cola'snetoperatingrevenue amountedto44.29
billionU.S.dollars.Bringingin 49.2 percentof the global revenue in2015 wasthe North America
segment,makingitthe company'sflagshipmarket.
In the U.S., the Coca-ColaCompanyheldamarketshare inthe softdrinksegmentwith42.3 percentin
2014. The company’sleadingfourbrandsinthe U.S. marketare Coca-Cola,DietCoke,Sprite,and Fanta.
The Coca-ColaClassicbranditself,heldamarketshare of 17.6 percent inthe UnitedStatesin 2014.
Show more
Facts on the Coca-Cola Company
inShare
Company & Brand Facts Values Statistic
Global net operating revenue of Coca-Cola Co. $44,294m Details →
Revenue distribution share of North America 49.2% Details →
Product portfolio distribution share of juices/juice drinks 38% Details →
Advertising spending of Coca-Cola Co. in TV segment $231.5m Details →
Volume of Coca-Cola Co. in the U.S. 2,322.1m gal Details →
Company Overview Values Statistic
Number of Facebook fans of Coca-Cola (Coke) 96.23m Details →
Brand value of Coca-Cola $79.21bn Details →
Coca-Cola Company’s market share in soft drinks market 25.9% Details →
Coca-Cola Company’s market share in the U.S. 42.3% Details →
Sustainability Values Statistic
PET largest part of packaging distribution mix 57.2% Details →
System energy use of Coca-Cola Co. worldwide 63.3bn MJ Details →
Charitable contributions of Coca-Cola Co. to water stewardship 28% Details →
 Trending
 Tech
 Finance
 Politics
 Strategy
 Life
 Sports
 Video
 All

 Strategy
 Careers
 CFO Insider
 Advertising
 Retail
 Small Business
31 life skills every functioning adult should master

The 30 richest colleges in America
15 things every 20-something should do to stand out at their first job
Millennials are rapidly changing today's business landscape — here are...

13 high-paying side jobs for people in their 20s

How 19 highly successful people stay in shape

16 business books that will change your life forever, according to my...

The 23 best colleges for your money if you want to go into business

18 awful vintage ads from the 20th century that show how far we have...

A former hostage negotiator explains the 4 words you need to use to...

Snapchat VP of content Nick Bell explains the 2 biggest misconceptions...

Google has mapped 'tens of thousands' of UK stores to work out if...

Apple just revamped its thinnest laptop with longer battery life

These are the 10 most beautiful laptops in the world

We tried Juicero, the $700 mess-free juicer that Silicon Valley...

People size you up in just 3 seconds — here's how to make a brilliant...
7 brilliant strategies Coca-Cola used to
become one of the world's most recognizable
brands
 Richard Feloni

 Jun. 12, 2015, 3:39 PM
 48,737
 2
 facebook
 linkedin
 twitter
 email
 print

Buda
Mendes/GettyCoca-Cola is a consistent major sponsor of the World Cup.
Coca-Cola went from a cocaine-infused elixir in 1886 to a ubiquitous sugary drink by 1929.
Now people in more than 200 countries drink 1.9 billion servings every day, according to The
Coca-Cola Company.
Having a product people enjoy is far from the only thing needed to become one of the world's
most valuable companies. Coca-Cola used seven key design and marketing strategies, which
made it as recognizable in the streets of Shanghai as in its hometown of Atlanta by the 1920s,
says Coca-Cola VP of innovation and entrepreneurship David Butler.
In the book, "Design to Grow: How Coca-Cola Learned to Combine Scale and Agility (and How
You Can Too)," Butler and co-author Linda Tischler explore these seven strategies, which we've
explained below.
1. It started with a unique, market-tested formula.
After serving as a Confederate colonel in the Civil War, John Pemberton wanted to develop a
version of the coca wines (basically cola with alcohol and cocaine) that were in vogue at the
time. In 1886, Atlanta passed prohibition laws that forced beverage manufacturers to produce
non-alcoholic versions of their drinks.
Pemberton sent his nephew Lewis Newman with samples of his formulas to a local pharmacy
where people congregated to drink these early versions of sodas. Newman relayed feedback to
his uncle about the various concoctions, and by the end of the year Pemberton had a recipe that

was unique and tailored to customers' tastes. The original recipe is still locked in a vault in
Atlanta.
Cocaine was removed from Coke in 1903. Other minor adjustments have been made in the past
century or so, but beyond the "New Coke" disaster of 1985, the recipe has largely remained
unchanged. This decision helped the company scale, Butler writes, since it did not spend time
trying to tailor the taste to regional markets throughout the world.
2. Its logo uses a timeless font.
Pemberton's bookkeeper, Frank Mason Robinson, decided that Coca-Cola's logo should be
written in the Spencerian script accountants used because it would differentiate it from its
competitors. The company standardized the logo in 1923 and, like the recipe, decided that while
packaging could adjust to the times, the core logo was to be untouched.
It's resulted in a logo that has had more than 100 years to become imprinted in the minds of
people around the world.
3. It was distributed in a proprietary bottle.
After the Georgia businessman Asa Griggs Candler became the majority shareholder of Coca-
Cola in 1888, he set his sights on making Coke the nation's most popular cola through marketing
and partnerships with regional bottlers.
By 1915, Candler was losing market share to hundreds of competitors. He launched a national
contest for a new bottle design that would signal to consumers that Coke was a premium product
that couldn't be confused with some other brown cola in an identical clear glass bottle.
The new bottle had to be able to be mass produced using existing equipment yet also be distinct.

The Root Glass Company in Indiana decided to enter the contest and base its design off the
product's name. While combing through the dictionary for the word "coca" and words like it,
Butler writes, mold shop supervisor Earl R. Dean came across an illustration for the cocoa plant
that caught his attention. Coca-Cola had nothing to do with cocoa, but the cocoa pod had a
strange but appealing shape. He and his team got to work and were declared the contest winners
the next year.
Coca-Cola commissioned the bottle design as a piece of defensive marketing, but began
promoting the shape as much as the logo and product. Even after plastic replaced glass as the
standard means of drinking Coke in countries like the US, the company continued to promote the
image of the Coke bottle as an icon.
Medicaster/Wikimedia Commons; The Coca-Cola CompanyThe cocoa pod inspired the Coke
bottle design.

4. It held retailers responsible for maintaining its high standard.
Ernest Woodruff's Trust Company of Georgia bought Coca-Cola from Candler in 1919.
Woodruff was focused on maintaining a standard of excellence as the company scaled.
The Coke team decided that its drink should be served at 36 degrees Fahrenheit, and would send
salesmen to new retailers to tell them the product should never be served above 40 degrees.
The tactic may seem a bit silly today, but the 36-degree standard was just another example of
establishing Coca-Cola as a premium product that was worthy of more attention than any of its
competitors.
5. It kept its consumer price fixed for 70 years.
It's common today for tech startups to begin by offering a service for free and then charging a
higher price to consumers and/or advertisers once they've become hooked. Before utilizing
networking effects became a standard practice, Coca-Cola used a similar approach to scale
across the US and then throughout the world.
From 1886 to 1959, a bottle of Coke cost just five cents.
6. It guided word-of-mouth advertising and developed a voice.
It became apparent after Candler took over early in the company's life that Coke was as much a
drink as it was a consumable brand, an idea consumers could feel good about identifying with.
Candler started a mass coupon initiative that resulted in 10% of all products from 1887 to 1920
to be given away in order to build brand awareness. He also provided retailers with Coca-Cola
swag like posters and festoons for decorations and calendars and clocks for customers.
According to Butler, Coke was a pioneer in affixing a brand to items unrelated to the product.
And finally, all national, and then global, advertising contained variations of "Drink Coca-
Cola/Delicious and refreshing" and fit into a standardized design style.

The Coca-Cola CompanyA vintage American ad.
7. It adopted a franchise model.

"Amid the soda wars that broke out in the 1880s, Candler's most significant business decision
had nothing to do with branding," Butler writes.
In 1899, two Tennessee lawyers, Benjamin F. Thomas and Joseph B. Whitehead, approached
Candler and asked if he would let them bottle Coke. The drink was sold as a syrup that retailers
would mix with soda water, but it wasn't typical to drink cola on the go or bring it into the home.
Candler decided to hand over the bottling rights for just a dollar, which he never collected,
because he was content with maintaining the rights to the syrup.
This marked the beginning of what the company internally calls The Coca-Cola System, a
franchise partnership with bottlers that allowed the brand to truly take off. Today, there are more
than 250 independent bottlers around the world.
"The Coca-Cola Company isn't one giant company; it's a system of small companies," Butler
writes. "And this pattern helps it scale new products, new communications, new equipment, etc.
Designing for this pattern is critical; when it wants to scale fast, it can

Front Page

BRANDS

VIDEOS

SUSTAINABILITY


INNOVATION

HISTORY

MUSIC

UNBOTTLED

5by20

#cokestyle

Water Replenishment


Product Facts

EKOCENTER

Annual Meeting of Shareowners

Giving Back

Food & Recipes
1. FRONT PAGE
>
2. Stories
>
3. Economic Opportunity
Economic Opportunity
By: Journey Staff | Jan 1, 2012
Share:
 1


 0
 0






Coca-Cola operates in more than 200 countries. Because of the local nature of our business, we
are in the unique position to contribute to the economic vitality of even the most remote
communities around the world.
The total indirect economic impacts of the Coca-Cola system are significantly greater than the
figures we present in our 2008/2009 Sustainability Review (PDF). The Coca-Cola system has
more than 900 plants around the world. Our ingredients and raw materials are largely sourced
locally. And our 92,400 employees represent thousands of communities and many cultures. In
addition, our bottling partners employ hundreds of thousands of people around the world and are
committed to supporting community investment programs.
Our global business stimulates job creation throughout our value cycle. We contribute to the
economic success of each community by employing local people; paying taxes to governments;
paying suppliers for goods, services and capital equipment; and supporting community
investment programs. Past independent studies on the economic impact of our business in Asia,
Africa and Eastern Europe have consistently shown that for every job in the Coca-Cola system,
an average of 10 more jobs are supported in local communities.

Oxfam America conducted a Poverty Footprint Analysis on the Coca-Cola/SABMiller value
chain in El Salvador and Zambia called Exploring the Links between International Business and
Poverty Reduction.
We have some 20 million customers around the world. These are the retailers, convenience
stores, theaters, kiosks and vendors who sell our beverages to our consumers. Small, independent
retailers form the backbone of our business. Our system helps these small retailers and vendors
build their businesses and become our business partners. Learn more,
We often help small businesses get off the ground with an initial injection of support -- in the
form of equipment and training -- and then we work with them as business partners and
suppliers. From our pushcart programs in Vietnam, which have helped more than 4,000 retailers
establish their businesses to date, to our Manual Distribution Centers in East Africa), we
continuously work to provide local economic opportunity.
Bloomberg
Connecting decision makers to a dynamic network of information, people and ideas, Bloomberg
quickly and accurately delivers business and financial information, news and insight around the
world.
Company
 Careers
 Diversity & Inclusion
 Philanthropy & Engagement
 Sustainability
 Technology
 History & Facts
Financial Products
 Bloomberg Terminal
 Bloomberg Tradebook
 Bloomberg Briefs
 Bloomberg Indices
 Bloomberg SEF
 Bloomberg Institute
Enterprise Products

 Enterprise Solutions
 Trading Solutions
 Bloomberg Vault
 Bloomberg PolarLake
Media
 Bloomberg.com
 Bloomberg Politics
 Bloomberg View
 Bloomberg Gadfly
 Bloomberg Television
 Bloomberg Radio
 Bloomberg Mobile Apps
 News Bureaus
Customer Support
 Americas
+1 212 318 2000
 Europe, Middle East, & Africa
+44 20 7330 7500
 Asia Pacific
+65 6212 1000
Communications
 Press Announcements
 Press Contacts
Industry Products
 Bloomberg Government
 Bloomberg Law/BNA
 Bloomberg Big Law
 Bloomberg New Energy Finance
Media Services

The Design IssueUpdated 8 days agoSubscribe
Markets
Slump in Housing Starts Leaves U.S. Looking for Growth DriversApr 19, 2016
Stocks
Currencies
Commodities
Rates + Bonds
Magazine
Benchmark
Watchlist
Economic Calendar
Technology
What to Expect From Congressional Encryption HearingsApr 19, 2016
Silicon Valley
Global Tech
Venture Capital
Hacking
Digital Media
Politics
Senate Shows It Can Make a Deal on Energy—Just Not a Big OneApr 19, 2016
With All Due Respect
Delegate Tracker
Culture Caucus Podcast
Masters In Politics Podcast
What The Voters Are Streaming
Editors' Picks
Pursuits
You Can Buy a Book Owned and Signed by Anne Frank for $30,000Apr 19, 2016
Autos
Food
Timepieces
Style
Travel
Property
Art
Scene
Opinion
Too Many Government Secrets Make the U.S. UnsafeApr 19, 2016
View
Gadfly
Businessweek
Trump and Sanders Have a Point About Trade With ChinaApr 19, 2016
Subscribe
Cover Stories
Opening Remarks

Etc
Features
85th Anniversary Issue
Behind The Cover
Industries
Science + Energy
Graphics
Game Plan
Small Business
Personal Finance
Inspire GO
Board Directors Forum
Sponsored Content
Coca-Cola Profit Hit as Global Economy,
Weather Misbehave
Duane D. Stanford
July 17, 2013 — 2:19 AM BDT
Share on FacebookShare on Twitter
Chief Executive Officer Muhtar Kent has tried to raise pricing to make up for weaker demand.
Sales volume in Europe declined 4 percent, hurt by a “slow” economy, Coca-Cola said.
Photographer: Patrick Fallon/Bloomberg
Don't Miss Out — Follow Bloomberg On
Facebook Twitter Instagram YouTube
Recommended
It's All Suddenly Going Wrong in China's $3 Trillion Bond Market

The Trucker's Nightmare That Could Flatten Europe's Economy
China Sovereign Fund to Seek Control of $8 Billion Yum Unit
YP to Bid for Yahoo?: Bloomberg West (Full Show 04/18)
Share on FacebookShare on Twitter
Share on LinkedInShare on RedditShare on Google+E-mail
Coca-Cola Co. said profit fell 4 percent last quarter, the second decline in a row, as sales were
sapped by economic weakness in China and Europe, shifting tastes in the U.S. and unseasonable
weather in places such as India.
Coca-Cola has long touted its broad geographic reach and ability to make up for sluggish sales in
one market with increases elsewhere. The second-quarter results show there’s a limit to that
strategy, especially when Mother Nature and global economic forces refuse to cooperate.
“This was a confluence of events,” Chief Executive Officer Muhtar Kent said today during a
conference call. “The portfolio effect of our global business did not work in our favor in this
particular case.”
To counter slower growth, Kent said he’s speeding up efforts in China and other emerging
markets to expand Coca-Cola’s reach by adding smaller, more affordable package sizes. He said
the company has not pulled back on marketing and advertising to blunt losses.
“This is more of an anomaly, we should not see this as a trend or a systemic issue,” Kent said.
In India, for example, monsoons swamped sales, especially given unusually high growth one
year ago after the monsoon season came late, Kent said. In Brazil, consumer spending was
depressed by a credit crisis, he said.
Net income fell to $2.68 billion, or 59 cents a share, from $2.79 billion, or 61 cents, a year
earlier, Atlanta-based Coca-Cola said today in a statement. Excluding items such as restructuring
charges and costs for productivity initiatives, profit was 63 cents a share, matching the average
of 16 analysts’ estimates compiled by Bloomberg.
German Floods
Global sales volume grew 1 percent, less than the 3.3 percent average of four estimates compiled
by Bloomberg. Europe sales volume slid 4 percent because of the weak economy and flooding in
Germany. China’s volume was little changed after a 7 percent gain a year earlier. North America
volumes fell 1 percent amid unseasonably cool weather.
“It’s like a quadruple whammy of bad news,” Thomas Mullarkey, an analyst for Morningstar
Inc. in Chicago, said today in a telephone interview. “But they are still the global leading
beverage company and even though it might be a short-term hiccup, long-term they continue to
be able to invest for the success of the company.”

Revenue fell 2.6 percent to $12.7 billion, for the first consecutive decline since the recession.
Analysts estimated sales would reach about $13 billion, on average.
Shares Slide
Coca-Cola slid 1.9 percent to $40.23 at the close in New York. The shares have increased 11
percent this year, compared with an 18 percent gain for the Standard & Poor’s 500 Index.
China’s economic growth slowed for a second quarter to 7.5 percent in April-to-June,
yesterday’s National Bureau of Statistics report showed. Factory production rose 8.9 percent in
June from a year earlier, equal to the lowest since 2009 excluding January and February, when
the Chinese New Year holiday distorts statistics.
PepsiCo Inc., the world’s second-largest soft-drink maker, is stepping up the fight there as well.
The company opened new factories and sought to expand distribution in China last year to
narrow the gap with market leader Coca-Cola. In November, PepsiCo opened its largest research
center outside the U.S. to help tailor beverage and snack food brands to Asian tastes and develop
new products for the region.
Coca-Cola pushed farther into faster-growing emerging markets in June with the opening of a
beverage plant in Myanmar. The company will invest $200 million in the next five years.
U.S. Market
Emerging markets are important as Coke deals with a declining soft-drink market in the U.S.,
driven by dwindling demand for full-calorie sodas. Beverage makers have come under increasing
pressure in recent years as officials from New York, Philadelphia and at least 30 states try to
curb high obesity rates in the U.S. by slowing consumption of sugary soft drinks with proposed
restrictions and excise taxes.
New York City health officials have appealed a permanent injunction issued March 11 to stop a
health-department law pushed by Mayor Michael Bloomberg that would cap the size of soft
drinks sold in restaurants, movie theaters, stadiums and arenas at 16 ounces (473 milliliters) a
cup. Oral arguments were heard June 11, and a ruling is pending.
Bloomberg is the founder and majority owner of Bloomberg LP, the parent company of
Bloomberg News.
This WordPress.com site is the bee's knees

Skip to content
 About
Search for:
Macro Economic Factors affecting Coca-cola
(PESTLE) -Anya Bolotaeva (EDITED:
REWORDED TO FIT WORD COUNT AND
REFERENCES ADDED) (ORIGINALLY
UPLOADED FEB. 9 2014)
February 9, 2014Uncategorized
Economic factors
Economic recession can be one of the most important factors that influence Coca-Cola
Company. The behavior of consumers changes during recessions. They have less money to
spend and cut back personal spending in response to the overall decline in economic activity.
Due to this fact, sells of Coca-Cola Company can fall by in Europe as now there is a recession.
However, this worldwide company has huge brand awareness, unique selling point and due to
this fact sales are still growing, which shows that that the recession didn’t affect sales volume.
Environmental factors
As company is growing, new issues are occurring. The most important to my mind is using
pesticides.
Coca Cola’s product in India contained toxins such as lindane, DDT, malathion and chlorpyrifos
— pesticides that can contribute to cancer and a breakdown of the immune system.
This environmental issue highly affect Coca-Cola Company. People decided not to buy product
from not ‘green’ company, due to this fact, there were drop in sales after the pesticide allegations
were made in 2003.
Legal factors
Coca Cola Company was sued for Racial Discrimination Allegations. The lawsuit, filed in April
1999, accused Coke of erecting a corporate hierarchy in which black employees were clustered

at the bottom of the pay scale. Company paid a lot less money to black workers then white ones.
Black employees were afraid to complaint in order not to lose their jobs.
This information occurred in the internet and mass media, a lot of customers of Coca-Cola
Company was shocked and disgusted. What is more, many countries banned to sell company’s
products. Coca Cola lost its image due to discrimination of employees.
Social factors
One of the most important social factors that influence Coca-Cola Company is that more and
more people are practicing healthier lifestyle than they used to have. Due to the fact that
nowadays people are aware to be healthy, the demand for non-alcoholic beverage products was
influenced. Customers are choosing a bottle of water rather than a can of Coke. Therefore there a
less people willing to buy Coca-Cola company’s products.
Technological factors
The new technology advances like television and internet that use incomparable effects for
advertising through the use of media. Those advances make the products seem attractive and thus
the demand for Coca-Cola Company increases. This supports the selling promotion of the
products. Coca-Cola in media tends to use this technology so, to sell effectively its products.
What is more, new technologies made it possible for Coca-Cola Company to use recycle
materials in order to make cans and plastic bottles. Since nowadays people do think about the
environment, ‘green company’ image increased the demand for th
Political factors
One of the recent political factor that Coca-Cola Company faced was the war against Iraq by the
USA. Since the company is known as a very American company, sales in Middle East and other
Muslim countries decreased. People stopped buying the company’s products in order to show the
respect and support to Iraq and its citizens.
Mark, M. (2012). Coca-Cola and Nestlé target new markets in Africa.Available:
http://www.theguardian.com/world/2012/may/04/coca-cola-nestle-markets-africa. Last accessed
25th Feb 2014.
STROM, S. (2013). Coca-Cola Lifts Profit, but Shares Close Down.Available:
http://www.nytimes.com/2013/02/13/business/cokes-profit-rises-in-4th-quarter-but-shares-
fall.html?ref=cocacolacompany&_r=1&. Last accessed 27th Feb 2014.
The Coca-Cola Company. (2011). Transparency in Supply Chains: Addressing Forced Labor &
Human Trafficking. Available: http://www.coca-colacompany.com/our-company/transparency-
in-supply-chains-addressing-forced-labor-human-trafficking. Last accessed 25th Feb 2014.

Thorpe, L. (2012). Coca-Cola Enterprises: creating a water sustainable business. Available:
http://www.theguardian.com/sustainable-business/best-practice-exchange/coca-cola-enterprises-
water-sustainable. Last accessed 27th Feb 2014
Share this:
Click here to get my current Top 10 dividend stocks + Sure Dividend newsletter now.
Coca-Cola’s Growth Potential & Dividend Analysis
Updated March 20th, 2016
Coca-Cola is the largest seller of non alcoholic beverages in the world.
The company has had a great run. It is a Dividend King with an amazing 54 consecutive years of
dividend increases.
There’s no doubt Coca-Cola has generated tremendous growth since being founded in 1892.
Some investors think Coca-Cola’s growth days are over…
That is not the case.

Coca-Cola is benefiting from the growing global beverage industry more than any other
company.
The worldwide beverage industry (excluding the US) is expected to increase in value by $300
billion from 2014 to 2020.
Coca-Cola has 30% market share of the global beverage industry. If the company maintains its
global market share up to 2020, it will add $90 billion to its market cap based on the expected
increase in global beverage value.
Coca-Cola had a market cap of ~$150 billion at the beginning of 2014. This gives the company
an expected compound growth rate of 6.9% (not including dividends and share repurchases) up
to 2020… If the company does not gain any market share.
I believe Coca-Cola will continue to gain market share and reward shareholders with share
repurchases and dividends. This will drive up the company’s growth rate into the double-digits
for the next several years.
Well Positioned for International Growth
Coca-Cola has positioned itself very well to take advantage of growing non-alcoholic beverages
worldwide.

The image below shows the company’s strong competitive position around the world.
As per capita income increases in Eurasia, Africa, and the rest of the developing world, Coca-
Cola stands to gain.
Beverage Industry Growth & Rising Per Capita Income
Rising personal income throughout the world gives consumers more disposable income to
purchase non-essential items like Coca-Cola.
Coca-Cola is enjoyed on a per capita basis much more in some countries than in others. This
gives Coca-Cola the opportunity to focus on countries with low levels of per capita consumption
as the market is less saturated.
About 50% of teens and young adults have not enjoyed a Coca-Cola in the last 30 days. Coca-
Cola still has a long growth runway ahead.
Per-Capita Emerging Market Growth
Here are two facts that show Coca-Cola’s growth potential:
 Coca-Cola sells just 3.5% the amount of beverages in India as it does in the US on a per
capita basis.

 China only consumes about 10% the amount of Coca-Cola products as a US citizen does
on a per capita basis.
These 2 countries alone are each about 4 times the size of the United States.
Keep in mind, Coca-Cola is much more than just a soda company. The company currently has
20 brands with more than $1 billion in annual sales. Of these 20 brands, 14 are non-carbonated.
If Coca-Cola can increase its per capita beverage consumption in these emerging markets, it will
greatly expand revenues.
In both developed and emerging markets, consumption of still (non-carbonated) beverages are
rising. The image below shows Coca-Cola’s per capita consumption by country:

Still Beverages Shine
International still beverage growth will drive Coca-Cola’s growth for the future.
The company has 14 still brands that do over $1 billion per year in sales. Coca-Cola has grown
still volume 5% over the last 12 months. This is on top of 8% international still volume growth
in the previous year (fiscal 2014).
Source: Coca-Cola 2014 Back to School Conference Slide 6
The company ha
s
excelled in still beverages over the last several years. Coca-Cola has captured about 1/3 of
global juice growth since launching its global juice center in 2007.
The company has a more than 2 to 1 lead on its nearest competitor in still beverages. Coca-Cola
is focused on expanding its tea portfolio.
The company’s Fuze Tea brand recently joined the $1 billion a year in sales brand club.

Source: Coca-Cola Back to School Conference Slide 18
Fuze is not the company’s only up and coming brand…
In addition to the company’s 20 $1 billion brands, Coca-Cola has around 20 up and coming
brands that do between $500 million and $1 billion per year in sales. Of these brands, over half
are still beverages. Coca-Cola is looking to partnerships with innovative companies to bolster
its strong brand portfolio.
Innovative Partnerships
Coca-Cola is also expanding by partnering with businesses in key categories. The company
partnered with Keurig to offer branded sparkling and still beverages on the company’s cold
beverage dispenser.
In addition, Coca-Cola will release a hot Keurig Honest Tea product in the near future. The
company’s partnership with Keurig opens up a new growth market for Coca-Cola.
Coca-Cola also partnered with Monster in a deal that transfers energy brands between the two
companies and gives Monster access to Coca-Cola’s extensive distribution network. The move

gives Coca-Cola a stake in Monster and its world class energy soda brand. Coca-Cola has had
limited success in the energy category, and the move is a capital efficient way for Coca-Cola to
better position itself to gain from the quickly growing energy beverage industry.
Fundamental Ranking of Coca-Cola
Coca-Cola has ranked as a Top 10 stock based on the 5 buy rules from the 8 Rules of Dividend
Investing several times in the past 2 years.
The 8 Rules of Dividend Investing compare businesses with a long history of dividend growth to
each other based on several quantitative rules that have historically improved long-term results.
Coca-Cola’s ranks relative to other high quality dividend stocks are shown below, along with
why each rule is relevant.
Rule 1: Consecutive Years of Dividend Increases
Coca-Cola has increased its dividend payments for 54 consecutive years. This is one of the
longest active streaks of any business. The company’s long dividend history shows it has the
ability to grow profitably under a variety of economic, political, and competitive environments.
Why it matters: The Dividend Aristocrats (stocks with 25-plus years of rising dividends) have
outperformed the S&P 500 over the last 10 years by 2.88 percentage points per year.
Source: S&P 500 Dividend Aristocrats Factsheet
Rule 2: Dividend Yield
Coca-Cola has a dividend yield of 3.1%, which is the 55th highest out of 182 businesses with
25+ years of dividend payments without a reduction. Coca-Cola’s relatively high dividend yield
should appeal to income oriented investors.
Why it Matters: Stocks with higher dividend yields have historically outperformed stocks with
lower dividend yields. The highest-yielding quintile of stocks outperformed the lowest-yielding
quintile by 1.76 percentage points per year from 1928 to 2013.
Source: Dividends: A Review of Historical Returns
Rule 3: Payout Ratio
Coca-Cola has a payout ratio of 71%, which is the 150th lowest out of 182 businesses with 25+
years of dividend payments without a reduction. The company’s relatively high payout ratio is
safe due to the exceptional stability of Coca-Cola’s cash flows and the low levels of capital
expenditures needed to operate Coca-Cola.
Why it Matters: High-yield, low-payout ratio stocks outperformed high-yield, high-payout ratio
stocks by 8.2 percentage points per year from 1990 to 2006.
Source: High Yield, Low Payout by Barefoot, Patel, & Yao, page 3

Rule 4: Long-Term Growth Rate
Coca-Cola has managed to grow earnings-per-share at about 9% a year over the last decade. The
company has the 72nd highest growth rate out of 182 businesses with 25+ years of dividend
payments without a reduction.
Why it Matters: Growing dividend stocks have outperformed stocks with unchanging dividends
by 2.4 percentage points per year from 1972 to 2013.
Source: Rising Dividends Fund, Oppenheimer, page 4
Rule 5: Long-Term Volatility
The company has a ten year price standard deviation of 18.6%, the 10th lowest out of 182
businesses with 25+ years of dividend payments without a reduction. Coca-Cola’s low volatility
is due to its strong competitive advantage in a slow changing industry.
Why it Matters: The S&P Low Volatility index outperformed the S&P 500 by 2 percentage
points per year for the 20-year period ending September 30th, 2011.
Source: Low & Slow Could Win the Race
Final Thoughts
Coca-Cola is the gold standard in non-alcoholic beverage companies. Coca-Cola has significant
growth potential ahead in developing markets, especially India and China.
The company’s long dividend streak makes it a Dividend Aristocrat and a Dividend King.
As consumer preferences slowly shift from sparkling to still beverages, Coca-Cola has
positioned itself as the dominant still beverage company in the world.
Shareholders of Coca-Cola will likely be rewarded in the future with a double digit compound
annual growth rate resulting from:
 Dividend yield of 3%
 Share repurchases
 Growing market share
 Tailwinds from growth in the overall beverage industry in the developing world.
 Home
 Research

 Tools
 About
 Login
 Sign Up
Coca-Cola looks at future growth after 4Q14
earnings
PART:
1 2 3 4 5 6 7 8 9
Coca-Cola looks at future growth after 4Q14 earnings PART 1 OF 9
Coca-Cola stock rises despite dismal fourth quarter
performance
By Sharon Bailey | Feb 18, 2015 3:42 pm EDT
Coca-Cola: An overview
The Coca-Cola Company (KO) is the largest soft drink maker. It sells more than 3,500 products
worldwide. The company owns or licenses and markets more than 500 nonalcoholic beverage
brands across the carbonated and noncarbonated beverage category.
The Consumer Staples Select Sector SPDR Fund (XLP) and the SPDR S&P 500 ETF
(SPY) have 9.08% and 0.89% holdings in Coca-Cola, respectively, as of February 16, 2015.

Coca cola-communication-report

Coca cola-communication-report

Recommended

Recommended

More Related Content

What's hot

What's hot (15)

Similar to Coca cola-communication-report

Similar to Coca cola-communication-report (20)

More from Md. Mamun Hasan Biddut

More from Md. Mamun Hasan Biddut (20)

Recently uploaded

Recently uploaded (20)

Coca cola-communication-report