Marketing at the Coca-Cola Company
Although there were several immitators of the French Coca-Wine, Pemberton's formula was superior. He was actually quoted saying "I believe that I am now producing a better preparation than that of Mariani."
The exact formula of Coca-Cola is an infamous trade secret. The original copy of the formula is held in SunTrust Bank's main vault in Atlanta. Its predecessor, the Trust Company, was the underwriter for the Coca-Cola Company's initial public offering in 1919. An urban legend states that only two executives have access to the formula, with each executive having only half the formula.
Although the Coca-Cola Company has long denied it, the Peruvian anti-drug agency, DEVIDA, acknowledged in January, 2005 that the company buys 115 tons of coca leaf from Peru and 105 tons from Bolivia per year, which it uses as an ingredient in its secret formula.
Robert Goizueta ex-executive director of the company used to say : "if our bottling plants and our facilities would vanish from the face of the earth, the value of our company would not be affected; the value of this company is in it's trademarks and in our knowledge". The trademark "Coca-Cola," used in the marketplace since 1886, was registered in the United States Patent Office on January 31, 1893 and it's value is estimated at 70 billion dollars.
Advertising for 'Coca-Cola' has always been acclaimed internationally. The first advertising theme was introduced in the early 1900's: the decades since, have seen a wealth of popular themes which quickly became recognisable around the world.
Almost from the very outset, the firm employed feminine charms to promote its product -- in magazines and on billboards and signs, store displays, fans, calendars, thermometers and trays. There were prim and pensive Victorian young ladies then-prominent actress-singers named Hilda Clark and Lillian Nordica.
In 1914, there was a popular dark-haired model known only as Betty. There were girls driving early automobiles and girls, fully dressed, on the beach. The 1920s girls were more daring, seen in knee-baring swimsuits and bobbed hair. Movie stars such as Jean Harlow and Joan Crawford were used. Then there were numerous World War II girls in uniform and athletic girls next door into the '60s. The first television ad created for The Coca-Cola Company was on Thanksgiving Day 1950 .The sponsorship of this program and its advertising were both by the D'Arcy Agency of St. Louis.
In 1953 the agency developed three basic types of television ads. It created its first live-action motion-picture films, in twenty second and on-minute versions.
They used 'stop motion' technique which means the objects shown , move and perform action by themselves without the presence of live actors. The deaths of William D'Arcy and Archie Lee, the creative chief at D'Arcy , in 1956 led The Coca-Cola Co. to search for new talent. McCann-Erickson was their new partner. It launched two campaigns during the 1950s, The Sign of Good Taste and Be Really Refreshed.
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