The century-old marketing history of Coca-Cola, the world's No. 1 consumer brand

Many people think Coca-Cola is a must-have good for summer heat?

There are also many people who think that Coca-Cola is the source of happiness with a total price of 3 yuan and the first bite worth 2 yuan?

Many people think that Coca-Cola is an important symbol of American culture?

What exactly is Coca-Cola?

In 1985, Coca-Cola, which was just a century old, experienced the darkest moment.

Facing the rapid growth of Pepsi-Cola sales, Coca-Cola’s first foreign CEO Guo Sida decided to change the original formula of Coca-Cola to reduce bubbles, improve the sweetness, and make the taste softer, and cost 400 Ten thousand U.
S.
dollars conducted a blind taste test conducted by 191,000 consumers in 13 cities.
New Coke won an overwhelming victory with 61% to 39%.

In April 1985, Coca-Cola held a grand press conference that surpassed the effects of Apollo’s moon landing.

81% of Americans knew the news of Coca-Cola’s change of formula within 24 hours.
However, it was a nightmare to greet the Coca-Cola Company.
From the call of protest to the protest, they showed surprising anger towards the better-tasting Coca-Cola, and their old rival Pepsi also added fuel to the fire.

Is Coca-Cola wrong? From the product point of view, large-scale blind testing has proved the popularity of the new formula.

However, in 1985, Coca-Cola went from a bottle of sweet, full-bubbly, and pleasant beverage to later becoming an emotional energy.
Brands that bring joy to people, in the end, the marriage coincidence becomes an important part of the most influential countries in the world, regardless of the economic or cultural level.

Generally, the marketing process of a product can be divided into two stages.

The first stage is product marketing.
Because of product innovation, the attractiveness of the product itself can win the favor of many users.

The key to the first stage is to grasp the window period of product innovation, seize the market as quickly as possible, and become the leader of this category.

The key to the second stage is to tap the perceptual side of users and let them have a deep impression of the brand.
Among a bunch of similar products, give priority to a certain brand.

Coca-Cola has a longer history, and its marketing process is also more complicated.

It can be roughly divided into three stages:

The first stage of cold start: Borrowing an Internet term is cold start.

The American Prohibition has brought a huge opportunity for Coca-Cola.
He made his debut as an alcohol substitute, relying on the addictive nature of the product itself, and quickly gained attention from Atlanta through large-scale marketing.
Even the popularity of most parts of the United States has established its leading position in the field of carbonated beverages in one fell swoop.

The second stage of brand competition: the emergence of old rival Pepsi made Coca-Cola unable to stay in the competition of product features, and Coca-Cola’s choice of "happiness" is a word that everyone desires (especially during the Great Depression in the United States), which establishes a strong connection , And finally penetrate into the hearts of every American.

The third stage of globalization: As we all know, World War II established Coca-Cola's leading position in the world in one fell swoop.

This is because before World War II, Coca-Cola has become a part of the United States in the hearts of Americans.

In the ascendant of consumer products in my country, more and more Internet celebrity products are emerging.

They are like the popular brand Coca-Cola at the end of the 19th century and the beginning of the 20th century.
How to evolve from a commodity to an irrational consumer brand is the proposition they face.
, The dismantling of Coca-Cola’s more than 100-year marketing journey will undoubtedly bring inspiration.

1.
Coca-Cola cold start: based in Atlanta

1.
Coca-Cola cold start: based in Atlanta

"Addiction" Coca-Cola

"Addiction" Coca-Cola

According to Coca-Cola's official records, in May 1886, John Pemberton of Georgia, USA, inadvertently mixed coca and kola nuts with sucrose while preparing a medicine to treat headaches, and obtained a caramel-colored liquid.
, He sent this liquid to a nearby pharmacy, and after adding soda water, he made Coca-Cola, which was later famous all over the world.

In fact, the birth of Coca-Cola is much more complicated.

Mark Pendergrass mentioned in The Coca-Cola Biography that John Pemberton was an addict.
He was originally a soldier in the American Civil War.
After the Civil War was injured, he used morphine to relieve his pain.
Continuous use of morphine for pain relief.
In the 19th century in the United States, various secret recipes and special medicines were popular.
Merchants and pharmacists added various alcohol and drugs to secret recipes, claiming that they could cure various diseases.
Pemberton, an inventor and pharmacist, invented one after another.
The "Prescription No.
47-11" for the treatment of rheumatism, triple liver pills, ginger oil water, lemon citrus panacea, and other secret recipes and beverages whose names have long been forgotten by people, some of which contain not only morphine, but also Cocaine and marijuana.
Coca-Cola is also one of them.
What is interesting is that Pemberton miraculously quit morphine at almost the same time when Coca-Cola was born.
This is probably because of Coca-Cola.

Coca-Cola was first called CocaKola, and later changed to Coca-Cola for uniformity.
Coca and Kola are derived from his two important ingredients, coca and cola nuts.

Coca contains cocaine.
More than 2,000 years ago, the South American Incas discovered that chewing a small ball of coca leaves can achieve refreshing, appetite suppression, and libido effects.
Later, after spreading to Europe, coca was promoted as a panacea for all diseases.
In the middle of the 18th century, a Bordeaux wine with coca leaves, Marianne, was popular throughout Europe and the United States, the Pope and the Queen of England.
, The President of the United States, the great inventor Edison and other celebrities and heads of government are loyal fans of this wine.

Pemberton added cola nuts on the basis of Marianne, and developed a copycat version-French coca.
Kola nuts originate in Ghana, West Africa.
They are used similarly to coca.
They also have the effects of refreshing, enhancing physical strength and aphrodisiac.
This is because of the caffeine it contains.
Studies have shown that the combination of caffeine and cocaine can also enhance the effects of cocaine.
However, it didn’t take long for the city of Atlanta, where Coca-Cola is located, to pass the prohibition law and it will be implemented in 7 months.
Pemberton had to modify the Coca-Cola formula to replace alcohol with sugar and soda, which became the most official record.
In the original version of Coca-Cola, in addition to soda water and sugar, the most content is caffeine and cocaine.
It is not so much a drink, as it is more accurately a bottle of "addiction.
"

In fact, modern scientific research shows that sugar is also an addictive substance.
The sparkling water that is rich in bubbles will give people a strong stimulus at the moment of entrance, providing a drinking experience that is very similar to alcohol, which makes Coca-Cola the best substitute for alcoholic beverages during Prohibition.

Coca-Cola enthusiast and investment guru Warren Buffett has always had a special liking for the business of manufacturing addictives.
The Coca-Cola, Xishi candy, products he invested in, including Oreos, and Heinz with lots of fun all contain a lot of addictive drugs.
sugar.
He also commented on the tobacco business: "Tell you why I like the tobacco industry? It only costs 1 cent to manufacture, and it can be sold for 1 dollar.
Smokers are addicted and have very strong brand loyalty.
" Coca-Cola, which contains cocaine, or Coca-Cola, which later removed cocaine and reduced the amount of caffeine, is an excellent business in itself, and even a group of consumers who purchase frequently can be obtained by issuing free drinking coupons.
However, the early marketing of Coca-Cola was much more complicated than this.

The 1880s and 90s when Coca-Cola was born were also the golden age of advertisements for various secret prescription medicines and health products.
Because there were no restrictions on relevant systems, these companies could put all kinds of advertisements unscrupulously.
In the same period when Coca-Cola came out, the head The company’s annual advertising costs are more than US$100,000.
Pemberton, a pharmacist, also recognizes the model of advertising to boost sales.
He once said, “If I have US$25,000, I’m willing to spend 24,000 to advertise for Coca-Cola.
The remaining $1,000 will be used for production.
" Due to limited funds, Coca-Cola’s advertising costs in the first year were only 150 US dollars, but the advertising costs at that time were very cheap.
The huge tarpaulin slogans were each US$1, the tram slogans were a little more than 1 penny, and the three posters only cost 1 cent.
It takes 1 USD to print 1,000 coupons for tasting drinks.

Frank Robinson led the early marketing of Coca-Cola.
If Pemberton is the product manager of Coca-Cola, then Frank Robinson is the CMO of Coca-Cola, the head of the marketing brand, he took the name "Coca-Cola", and he wrote the Coca-Cola logo and manufacture of the Spencer body He has developed Coca-Cola products, planned Coca-Cola’s advertising materials, and is responsible for the overall marketing of Coca-Cola.

Robinson’s marketing strategy is simple and effective: use a variety of print advertisements to split their minds so that as many people as possible know the name of Coca-Cola; cooperate with terminal sales channels such as pharmacies and cold drink stores to allow consumers to easily obtain Coca-Cola; By means of free drinks, the consumption threshold is lowered, and repeated purchases are formed by the addictive nature of the product itself.

Coca-Cola’s first advertisement was published in the Atlanta Journal on March 29, 1886.
Like many new products, the advertisement emphasized the characteristics of Coca-Cola: “Coca-Cola is delicious! Refreshing! Refreshing! Refreshing! There are wonderful characteristics of coca leaves and famous kola nuts! They are sold in every cold drink cabinet.
” Robinson’s advertisements are not only very concise and eye-catching, but also save the cost of buying pages and placing advertisements.
In order to get more exposure to Coca-Cola, Robinson also used secret medicines and health products to invest most of his advertising budget on posters, road signs, calendars, restaurant dishes, thermometers, alarm clocks, pencils, student bookmarks, and glass of cold drinks cabinets.
On plates and other daily necessities, consumers remember Coca-Cola while they repeatedly use it.

Subsequently, Coca-Cola began to post "Sell Coca-Cola for 5 cents a cup" advertisements in pharmacies, cold drink shops, streets and cars.
In order to better attract consumers, Robinson designed a handwritten logo ingeniously.
On June 16, 1887, this logo was first published in the newspaper as an advertisement, and it has been used to this day, which is the one we see on every bottle of Coca-Cola.

However, the best effect is the free drink coupons.
Pemberton believed that the way to give free drinks was a waste of money, but Robinson quickly proved that after consumers use coupons, they will become addictive due to the addictive characteristics of Coca-Cola.
Repeat customers.
As a result, Coca-Cola increased the distribution of free drink coupons, and even used the Atlanta city address book to mail free drink coupons to potential consumers, or entrust travel salesmen to deliver them.

The implementation of Prohibition has boosted the rapid development of Coca-Cola and French coca.
Before Prohibition, people stepped up storage of alcohol.
After Prohibition, Coca-Cola, which was improved on the basis of coca, became the best substitute for coca.
Sales continued to increase.
In the summer of 1887, monthly sales could reach 25,000 cups.
Although the prohibition movement was voted to stop within a few months, Coca-Cola has gained a firm foothold.
According to the current online celebrity products, Coca-Cola's brand elements have spread all over the streets, trams, buildings, and newspapers of Atlanta, becoming "street celebrities.
"

In 1888, Pemberton died of cancer.
Before that, he had sold Coca-Cola to the businessman Candler for an ultra-low price of $2,300.
Candler resolved the Coca-Cola property rights issue, established the Coca-Cola Company, owned a legal trademark, and eliminated cocaine in the formula.

In this process, Coca-Cola's positioning is also changing, because consumers are disgusted with drug positioning.
Under Robinson's leadership, Coca-Cola has begun to transition from a drug to a beverage that is more accepted by the public and has a broader future.
Robinson adjusted the slogan to "Coca-Cola, delicious and refreshing!", but this process is gradual.
For a long time, Coca-Cola emphasized the beverage characteristics of "delicious and refreshing" on the one hand, while also emphasizing "relieving spirit and refreshing".
"Body fatigue, headache" medicine attributes.

It seems that from the beginning, it was destined that the mixture of medicines and beverages was what most people initially knew about Coca-Cola, and they began to taste like medicine, but as the number of drinks increased, it became more and more unstoppable.
With this unique product attribute, Coca-Cola entered more cities in the United States at the end of the 19th century and the beginning of the 20th century.
They used free drinks to attract people to taste and used advertisements to boost the growth of Coca-Cola.
At the end of the 19th century and the beginning of the 20th century, Coca-Cola used about 30 types of advertisements each year, distributing more than 1 million advertisements.
In 1900, Coca-Cola's advertising cost was close to 85,000 US dollars.
By 1912, this figure had climbed to more than $1 million.
In 1913, Coca-Cola distributed more than 100 million pieces of advertising materials, including thermometers, cardboard clip art, metal billboards (50,000 copies each), Japanese fans and calendars (1 million copies each), and cold drink cabinet trays (2 million copies).
Only), cardboard matchboxes (10 million boxes), memo pads (20 million copies), baseball cards (25 million pieces), and countless cardboard and metal badges.
This year's advertisements alone are enough to meet the needs of all men, women, children, and children who have lived in the continental United States since 1650.
Coca-Cola has penetrated every aspect of American life.

In 1917, Coca-Cola changed its slogan to "3 million bottles of Coca-Cola sold every day" and began to use specific numbers to attract consumers' attention.
Eight years later, it was changed to "6 million bottles a day.
Coca-Cola sold".
This shows the influence of Coca-Cola at the time.

The growth of Coca-Cola is supported by addictive formulas and advertisements, as well as the bottled model that was not valued by Candler.

I mentioned Coca-Cola in the previous article.
The quantifier we used is "cup".
This is because when Coca-Cola was first launched, only syrup was produced.
The syrup was directly sent to various drugstores and cold drink stores for sale.
The merchant added soda water and ice cubes to the cup.
Coca-Cola finished product.
When Coca-Cola enters a new city, they will first reach an agreement with local pharmacists and beverage shop owners, and then transport Coca-Cola syrup, banners and flyers with the Coca-Cola logo to the local area.
Because Atlanta is an important transportation hub in the United States, This process can be considered smooth during the first period of time.
However, with the increase in sales, the environment of different cities is very different, and the operation methods of each business are completely different.
Adding too much or too little soda will affect the taste, and the absence of ice or freezer will also affect the moment of entrance.
Experience.
The bottled authorization system can solve this problem well.

Coca-Cola only needs to build a factory to produce syrup and send the syrup to bottling plants everywhere.
The bottling plant can quickly produce a consistent taste of Coca-Cola by adding a certain amount of soda according to the corresponding operating rules.
Later, Coca-Cola updated the syrup to powder.
It further reduces transportation costs.

Turning non-standardized cups into standardized bottles is a milestone step in the development of Coca-Cola.
Standardization means reproducibility.
As long as there is a Coca-Cola bottling plant in every corner of the world, almost the same Coca-Cola can be produced, which becomes Coca-Cola.
The basis of global popularity.

Because Coca-Cola does not build its own bottling plant, it adopts the "eco" model that is very popular today, and cooperates with local manufacturers to benefit them.
In fact, not only bottles, but also bottle caps, machines, and trucks are purchased locally.
, Local operations, the employees hired are naturally also local.
It can be said that where Coca-Cola builds its factory, it can drive the economic development of the entire region, which will naturally be welcomed by the local government and local people.
For Coca-Cola, reducing production links means throwing many unstable factors, including rising materials, to partners.
Coca-Cola only needs to focus on the most important and most profitable syrup production.
Therefore, Coca-Cola has always maintained a super high Profit margin.

In addition, because of the unique design of the Coca-Cola curved bottle, the bottle itself has become part of the Coca-Cola brand.
A survey in 1949 showed that more than 99% of Americans can recognize Coca-Cola only by the appearance of the packaging.
Coca-Cola arc bottle is equivalent to Coca-Cola.

At this point, Coca-Cola’s business model has basically taken shape.
Large-scale advertising has brought Coca-Cola maximum exposure and attractive purchases.
The mysterious formula makes everyone who has tasted Coca-Cola reluctant to stop.
The bottled authorization system gives Coca-Cola unlimited copying capabilities.
At a very low cost, Coca-Cola can take root in every corner of the world.
This classic business model has been in operation to this day.

2.
Coca-Cola Brand Strategy: Become a Source of Happiness

2.
Coca-Cola Brand Strategy: Become a Source of Happiness

Legendary recipe story

Legendary recipe story

In 1919, Candler's son sold Coca-Cola's formula, trademark, and brand assets such as good reputation to an investment consortium headed by banker Ernest Woodruff for $25 million.
The balance sheet shows that the total value of Coca-Cola’s real estate, buildings, machinery and equipment was less than US$2 million at that time.

Among the Coca-Cola brand assets, the most legendary is the mysterious formula that has been kept as the top secret of Coca-Cola.
Beginning in 1925, his son Robert Woodruff, who was also the true creator of the Coca-Cola empire, deposited the world’s only formula in the safe of the Sun Trust Bank.
It was released for 86 years and was not transferred to it until 2011.
In a 3-meter-high safe at the Coca-Cola Global Headquarters Museum in Atlanta, USA, visitors to the museum will first be monitored by 16 high-definition cameras covering 360°, and the detailed information such as height, gender, skin color, and wearing will be recorded.
Approach the safe.

Today, there are only three people in the world who really hold the secret formula.
Their identities are absolutely confidential, and they will never reveal one-third of their hands to others.
Coca-Cola strictly requires these three people not to appear at the same time and at the same place.
, Can’t take the same car, train, or plane to prevent terrible accidents from happening, leading to the loss of top-secret information.

Although Coca-Cola strives to give the formula a mysterious color, it is not difficult to prepare a bottle of carbonated beverage with a taste similar to Coca-Cola.

Since Coca-Cola came out of Atlanta, Coca-Cola counterfeiters have emerged one after another.
They can produce "Coca-Cola" with different dosages, different uses, and different flavors.
The Coca-Cola Company has used legal prosecutions and even sending threatening letters to restrict counterfeiting, but to this day, "Cola" still exists in every Coca-Cola market in the world, and the most famous one is naturally the blue Pepsi.

In 1894, Caleb Bradham, a North Carolina pharmacist, invented a cola drink containing pepsin and sold it as a tonic to relieve the symptoms of indigestion.
People only knew it was Bradham's drink at first.
In 1898, Bradham changed its name to Pepsi-Cola (Pepsi-Cola) and began to catch the popularity of Coca-Cola.
However, because of the company's business problems, it experienced two consecutive bankruptcies in 30 years until the 1930s when New York businessman Guth bought Pepsi.
Gusi has run a candy store and a soda cold drink shop.
He has seen the great influence of Coca-Cola.
He originally hoped to cooperate with Coca-Cola in depth, but Coca-Cola refused the cooperation invitation of Gusi with a lower discount.
The angry Gusi ordered all its stores to withdraw.
Out of Coca-Cola, and never re-enter.
Immediately after he acquired Pepsi, which went bankrupt again, he led the deletion of the pepsin ingredient and modified the formula as much as possible to imitate Coca-Cola.
So Coca-Cola and Pepsi-Cola's centennial grievance officially kicked off.

Gusi deliberately avoided the identity of Pepsi as a substitute for Coca-Cola in the early days.
Due to the lack of clear positioning, consumers are unwilling to pay for a bottle of Coke that has the same price and similar taste but is not Coca-Cola.
The business can be imagined to be bleak.
Gusi It is even ready to sell to Coca-Cola for $50,000.
After being rejected by Coca-Cola again, Gu Si had a flash of inspiration and found that the cost of selling 12 ounces was not much different from that of 6 ounces.
In 1934, Pepsi began to sell in old beer bottles at a price of 5 cents.
An ounce bottle of Coke, and at the same time launched a slogan "Spend the same money, enjoy double Coke", the price equivalent to 50% off quickly became popular across the country.
This year, PepsiCo also began to make a profit.
Do not sigh, Coke is really a good business.

Facing the menacing Pepsi, Coca-Cola took up legal weapons and brought Pepsi to court for trademark infringement.
This lawsuit lasted for several years, and finally settled the turmoil through out-of-court mediation in 1942.
Coca-Cola has lost the patent right of "Cola".
Any tan carbonated soft drink containing caffeine can be named with the word "Cola".
Pepsi chose a red, white and blue logo to distinguish Coca-Cola.

Someone once asked me, how to let consumers know a product in the shortest time? The answer I gave is two words "tearing force".
Creating disputes with market leaders in this field can not only create topics, attract media attention, and form multiple disseminations, but also cleverly establish relationships with market leaders in the hearts of consumers.

In 2012, JD.
com promoted the large-scale home appliance project.
Liu Qiangdong published 5 Weibo on his personal Weibo as a media platform to directly challenge Gome and Suning.
In the evening, Li Bin, executive vice president of Suning Tesco, followed up with a comprehensive promotion, and then Gome , Tmall joined the battlefield, setting off a climax of the price war.
Not only various media accounts, technology media, and financial media on Weibo, but also traditional media represented by CCTV and CCTV have also joined the report.
News of price wars has quickly penetrated to third- and fourth-tier cities.
In some cases, the demand is high.
Platforms such as JD.
com, Suning, and Gome have received great attention in areas that can be affected by the intensity and large-budget advertising.
On August 15, 2012, Suning, Gome, and JD.
com, which clearly participated in the price war, had a significant increase in traffic compared to the same period on the 14th.
JD’s Baidu Index ushered in a peak, five times more than usual.
Xiaomi mobile phones are also well versed in this, and they have repeatedly created disputes with Apple mobile phones and Huawei mobile phones, and quickly gained popularity.

The experience of Red and Blue Cola is also the same.
The court debate has attracted the attention of the media, and the media has affected creators such as writers and cartoonists.
Their strong creative ability has made PepsiCo's insignificant advertising budget have a huge impact.
Pepsi used a patent-protected mechanical device to write Pepsi reports in the sky, which inspired a cartoonist who used a "Coca-Cola anti-aircraft gun trying to shoot Pepsi’s aerial text" comic, which made Pepsi and Coca-Cola establish Strong association.
Two anti-traditional writers Alan Kent and Austin Klum used "Do You Know John Pearson?" "" wrote a brisk commercial song-"Pepsi is Good":

Pepsi is good, Pepsi tastes really good, and twelve ounces is quite a lot.
The same five components doubled, Pepsi really benefited.
Five points and five points jingle, Pepsi is dripping incense.

Pepsi made this song into a 30-second radio commercial, and after achieving good results on the radio, it was adapted into an orchestral record, and it actually sold 1 million copies.
Since then, this song has been adapted into marches, waltz, rumba and country songs, which have been repeatedly disseminated and once received the evaluation of "the disaster of the American continent", just like "the most dazzling clan style" in previous years.
, "Little Apple", "Wild Wolf disco".
With the popularity of this song, Americans remembered Pepsi and branded it with 5 cents and 12 ounces.

Pepsi is also trying to purchase the patent rights of Popeye, hoping to replace the "magic spinach" with "magic Pepsi".
After the failure, Pepsi-Cola created the comic "Pepsi and Pete", which tells the story of two police officers who defeated evil by drinking Pepsi-Cola.

All Pepsi-Cola advertisements are desperately establishing associations with Coca-Cola.
Facts have proved that this strategy is very effective.
In 1941, Pepsi-Cola's market share has risen to 14%.

However, the leader of the entire soft drink market is still Coca-Cola, occupying 46% of the market.
Some people in the media commented: “Coca-Cola is the essence of the American soul.
It is a good life partner with real materials, wide spread, and continuous innovation.
” This is mainly due to Coca-Cola in the early 20th century, especially the Great Depression in the United States.
Period, a successful brand strategy.

In 1923, Robert Woodruff succeeded his father as president of Coca-Cola.
Under his rule, Coca-Cola experienced the Great Depression in the United States, World War II and globalization after World War II, and grew into the world's most famous brand.
one.

When Woodruff took office, he ran into a thorny question: Is Coca-Cola a healthy family drink or a mild substitute for alcoholic beverages? More and more people are also beginning to pay attention to the side effects of long-term drinking of Coca-Cola, such as damage to the brain and digestive function, affecting people's mental status and women's fertility.

Woodruff did not adopt defensive and passive response methods, but repositioned Coca-Cola:

The Coca-Cola drink has no earth-shattering importance-it is just a very inconspicuous thing, just to make people's lives a little more relaxed and enjoyable.

Coca-Cola advertiser Archie Lee interprets Woodruff's concept as: "Enjoy the feeling of thirst at work or entertainment", and gradually iterates into the famous sentence "The Pause That Refreshes".

In the 1920s, with the economic recovery after the First World War, Americans’ pace of work and life was accelerating, and pressure continued to increase.
Many advertisers were willing to use threatening marketing to create things such as the "Non sleep at 11 o'clock in the evening" circulating in the circle of friends today.
Copywriting such as "chronic suicide" and "eating these kinds of foods is equivalent to taking poison" can attract consumers' attention by inducing anxiety.

Coca-Cola’s advertisements are uncharacteristically uncharacteristic.
They use positive, contented, and well-shaped young and successful people to enjoy the Coca-Cola drink as much as possible, with the shortest possible text, expressing that Coca-Cola can always appear in "cool and happy places.
" It’s always refreshing.
” The unique feeling.

During this period, Coca-Cola will make country-style nostalgic advertisements, using a freckled little boy to lead a dog, holding Coca-Cola, standing next to an old fishing hole, and using a vigorous country girl who is using a straw.
Comfortably sucking Coca-Cola from the glass bottle, cleverly establishes a connection with the field life that busy people yearn for.
Coca-Cola will also portray various advertisements of office workers drinking Coca-Cola to rest, which is associated with "rest for a while.
" Coca-Cola will also hold advertising competitions, harvesting a large number of advertising materials that emphasize the selling points of Coca-Cola's taste, purity, rejuvenation, pleasing, price and enjoyment when thirsty.

Coca-Cola will place carefully designed advertisements on major transportation roads in the United States, landmark buildings such as Times Square in New York, and newspapers and magazines such as "Women's Family Magazine" and "Saturday Evening News".
These advertisements have received more and more consumption.
People’s pursuit, gradually people began to agree with "Coca-Cola can bring ease and pleasure.
"

In the 1930s, the United States entered the Great Depression, and in 1933, alcoholic beverages were finally legalized, and people could once again use alcohol to pour their sorrows through hard times.
Some media commented: "The abolition of Prohibition The Coca-Cola Company is a huge blow.
Just ask, when people can legally get real beer and "man's whiskey", who would drink "soft drinks"? The thing is clear, the Coca-Cola Company is about to die.
"

However, Coca-Cola continued its growth trend through effective marketing.

First of all, Coca-Cola continued to deepen its "happy" brand image and created the popular Santa Claus image for this purpose.

，，。，。1931，，，，，，“”。，·（Haddon Sundblom），。

，17，，，，，。、。

《》，、。，，，，。，，，。

《》，、、，，，：“The Pause That Refreshes（）”。

，《》、《》、《》，，。

，。IP，、、，、、。

，、。

2020，、、，2030。，。，，，——，5，，，“”。

，193040，，，。

，。

，，，，。

，，，，。，，”“。，《》·，。

，、、、，、、、。，。

，2030，，，，，。，。

、

、

・，，1919：“……，。”1922，300，，，，，，，。

，，1885。，“”，。

，，“”“”，。

，“Tome Coca-Cola（）”，，“Teme Coca-Cola（）”。，，——，，，。，，，。

，，，，，。

“，”，。，，。

，，，，“”，。

，，1600。，：“，，5。”

，、，，，。

，，，，，，，，，。，，，，，。，，，，21，446，，。

，64，100。

，，。

“？”：，。

，：、、。

，。、logo、slogan，，“”。，，、、，。“，”、“，”、“！！”、“！！！”、“，！”……

，，，，，，，，“”，。，，。

，，，，，，、。、，。

，19，，“！！！”、“！”。

20，、IP，，，。

，，。

、，，，，，。，，。

，

，

，“，。”，“，：，；，。”

，，・，5“”，“”“、、”。“”，。，，。

・，：“，，，，。，，，。”

，·、·、·。·，19436，，，“300（）6000（、）。，10，2。600”。6，。，D（），。，。

。，，，，，，，。，，，，。：“，。，，，。”

，，。

，，，，、，，。《》1948，63.
67%。

，，、。

，“1100，。，。，25”。

，，1948，12.
6，2500；，，3560，，320。

、

、

，

，

，。，，，。

，。，，，，。，，，，，，。

，、，，、、，。

，，，・。，，，，，，，，，，，，。，、、、。

·《》，，，，。

，，，，，，。

，，，、。，，，，，。，。

，，，，。。

，，，，，19461964，7800，“”。、，。

，，，，。，，，，。

1950，。，，，，，“”，，“”，，。

，，。

，“”，“。”，，。”

，・V，，15，。

。3，600。

，，5，5∶13∶1，21%35%，，30%。

2060，。，。

，，。，80CEO，：、、。

，、、、、。，，，。，，、、、，。

，，，、，，、。

2050，，。，，，，，，。，，，。

，2050・，·，19501956，。，《》，。，，。

60，：“，。”，、、、、，。：“，，，，。”“‘’，‘’”。

，2060，。

。

60，“”，“”。，，，“”。，，，，，，。

，“”，，，“，”，。“”，，：

，、。，・，“！！”。——，，——2050“”。

，，，，，，，，，。

70“”

70“”

2070，，。

，，，“”，，、、、，，。，DxOMARK。

“”，，，KOL，，or，，“”、“”B、。

40，。，，，1975，“”。，，，，，，，，4%14%。

，70，，1978，，。

，，——。

、

、

？，logo，slogan，，、……、。

：？

，、、、，，。，，《》。

。，：“！”，。，：“。”

，、、，，，，，。

，《》，，

。，、；，、。，；，、，、、。

，DNA，，，，，、，。

，。、、logo、，，。，，。

，、logo19，20，，，（），、、，、，

：

：，！

xianjichina.
com">，