The document provides a brief history of Coca-Cola, discussing how it was created in 1886 by John Pemberton and has since utilized various advertising slogans and signage to promote the brand. It notes some iconic ads, including using polar bears in one campaign and shaping Santa Claus's modern image through illustrations in magazines in the 1930s. The document also summarizes the consumer backlash in 1985 when Coca-Cola briefly changed its formula, calling it the biggest consumer goods risk in history.

2. Historia
La Coca-Cola fue creada el 8 de mayo de 1886
por John Pemberton en la farmacia Jacobs de la ciud

3. Marketing de contenidos
El marketing de contenidos forma
parte del inbound marketing y es el
arte de entender exactamente que
necesitan saber tus clientes y
Se entiende por contenido cualquier tipo de
entregárselo de forma pertinente y
• Social (posts, tuits, actualizaciones en re
convincente.
• Online (newsletter, ebooks...),
• Papel (revista corporativa...)
• Multimedia (vídeos, podcasts...).

4. ¿Coca Cola es igual a
Felicidad?

10. Famous Coca-Cola Advertising
Slogans Over the Years
Coke has had around 50 advertising slogans over the years that have reflected not on
brand, but also the times. These catch phrases have included:
Delicious and Refreshing (1904);
The Pause That Refreshes (1929);
It’s The Real Thing (1969) and Always Coca-Cola (1993).

11. The History of Spectacular Outdoor
Ads
From New York to Tokyo, the spectaculars reflect the century-old Coca-Cola
tradition of signature outdoor signage.
The first big Coke sign appeared on the side of a building in Cartersville, Georgia in 189

12. Osos Polares en Coca Cola
When asked to develop an innovative commercial for Coca-Cola,
creator Ken Stewart thought about drinking Coke at the movies.
As a puppy, Mr. Stewart's Labrador Retriever had resembled a
polar bear. Mr. Stewart saw his dog, thought about polar bears
and how they would go to the movies, and the idea for "Northern
Lights" was born. In the commercial, the polar bears watch the
aurora borealis (the "movie") and drink from bottles of Coca-Cola.

13. 100 años de Coca Cola
When the new sign was inaugurated in 2004, the Company gave a special gift to
New York called The Time Machine -- a three-minute audio and video tribute
featuring the New York City landscape and Coca-Cola images over the past 80 year
The showing marked the first time the Times Square sign displayed content about N

14. Santa Claus
1. Santa Has Been Featured in Coke Ads Since the 1920s
The Coca-Cola Company began its Christmas advertising in the 1920s
with shopping-related ads in magazines like The Saturday Evening Post.
2. Coca-Cola Helped Shape the Image of Santa
In 1931 the company began placing Coca-Cola ads in popular magazines.
Archie Lee, the D'Arcy Advertising Agency executive working with The
Coca-Cola Company, wanted the campaign to show a wholesome Santa
who was both realistic and symbolic.
So Coca-Cola commissioned Michigan-born illustrator Haddon Sundblom
to develop
advertising images using Santa Claus — showing Santa himself, not a
man dressed as Santa.

15. 3. The "New Santa" Was Based on a Salesman
People loved the Coca-Cola Santa images and paid such close attention to them that w
changed, they sent letters to The Coca-Cola Company. One year, Santa's large belt wa
(perhaps because Sundblom was painting via a mirror).
Another year, Santa Claus appeared without a wedding ring, causing fans to write askin
what happened to Mrs. Claus.
4. Santa Claus Got a New Friend in 1942
In 1942, Coca-Cola introduced "Sprite Boy," a character who appeared with
Santa Claus in Coca-Cola advertising throughout the 1940s and 1950s.
Sprite Boy, who was also created by Sundblom, got his name due to the fact that he wa
5. Santa Became Animated in 2001
In 2001, the artwork from Sundblom's 1962 painting was the basis for
an animated TV commercial starring the Coca-Cola Santa. T
he ad was created by Academy Award-winning animator Alexandre Petrov.

16. Slogans
The 1906 slogan, "The Great National Temperance Beverage," reflects a time when th
in the United States was veering away from alcoholic beverages,
and Coca-Cola provided a nice alternative.

18. New vs Classic
On that day, The Coca-Cola Company took arguably the biggest risk in consumer
goods history, announcing that it was changing the formula for the world's most
popular soft drink, and spawning consumer angst the likes of which no business has e
Calls flooded in not just to the 800-GET-COKE phone line, but to Coca-Cola offices
across the United States. By June 1985, The Coca-Cola Company was getting 1,500
a day on its consumer hotline, compared with 400 a day before the taste change.
People seemed to hold any Coca-Cola employee — from security officers at our
headquarters building to their neighbors who worked for Coke — personally responsib
for the change.

19. El volumen de ventas de Coca-Cola en EU descendió el 1 % en el segundo trimestre de
y a nivel mundial aumentó el 1 %, al igual que en América Latina, que subió el 2 %, mi
que Europa descendió el 4 % y en Eurasia y África aumentó el 9 %.
Coca-Cola ha anunciado que ha ganado 3.418 millones de euros en el primer semestr
La multinacional con sede en Atlanta (Georgia) ingresó 23 mil 784 millones de dólares
primeros seis meses del año

20. Bibliografía.
http://www.coca-colacompany.com/stories/coke-lore-new-coke
http://www.coca-colacompany.com/stories/coke-lore-hilltop-story