Coca-Cola (Coke)

Tagline/Slogan: Open Happiness ( 2009 )

Categories: Beverages

Products: Cola soft drink

Founder(s): Asa Griggs Candler

Coca Cola Logo

You have read about the king of the apparel brands, Nike, in my previous contribution. Now let’s me proudly introduce the beverage king, Coca-Cola. It used to be the world’s no.1 brand and has been staying comfortably in the top 10 since then. So who invented Coca-Cola? It’s funny to learn that Coca-Cola was first invented as patent medicine which the inventor, John S. Pemberton, claimed could cure morphine addiction, headache and impotence. The recipe was then bought out by Asa Griggs Candler, who was known as one of the brightest business minds of the century. His ingenious marketing tactics has evolved Coca-Cola Company into a powerhouse that has been dominating the global soft-drink market since 20th century.

A little Coca-Cola Story ( Logo, Bottle & Slogan )

The name of Coca-Cola was extracted from the names coca ( cocaine ) and Kola Nuts ( caffeine ), which are the two main ingredients in its formula. So if you are a Pepsi lover and do not want to call the rival’s name directly, you might be happy to call it cocaine-caffeine. There is not much thing to elaborate on its name because it is directly derived from its recipe. Thus, we will have a more detailed talk on its logo design and the sticky slogans that give the company its global status and reputation today.

Like the soft drink itself, Coca-Cola logo is indisputably one of the world’s most recognized icon. It was first designed by the company’s bookkeeper, Frank Robinson in 1885. He first came up with the name and was then inspired by it to create the logo’s unique cursive script. He also thought that the two Cs would give good visual impact and thus look well in advertising. The typeface used was known as Spencerian script, the dominant form used in formal handwriting in the States during 19th century.

The simple but unique color scheme of red and white in Coca-Cola logo was used to appeal young minds, complementary to the “contour bottle” design which symbolized the ‘youthful exuberance of America’. The “contour bottle” a.k.a “hobble skirt” bottle was the creative invention by designer Earl R. Dean back in 1915 when the Coca-Cola Company wanted a totally distinctive bottle which is typically Coca-Cola. It must be easily recognized that even a person could felt it in the dark and could tell at a glance what it was even if broken. Gosh! The CEO was so fuzzy and of high demand. But you know what, if it was not because of that insistence, the designer would not have come out with a superstar bottle which its fame could emulate those of the celebrities in Hollywood.

What about the ever-changing slogans which has been quintessential in the marketing system of Coca-Cola Company? Below is the list of Coca-Cola slogan since its establishment in 1886 up to now.

1886 - Drink Coca-Cola.
1904 - Delicious and refreshing.
1905 - Coca-Cola revives and sustains.
1906 - The great national temperance beverage.
1908 - Good til the last drop
1917 - Three million a day.
1922 - Thirst knows no season.
1923 - Enjoy life
1924 - Refresh Yourself
1925 - Six million a day.
1926 - It had to be good to get where it is.
1927 - Pure as Sunlight
1927 - Around the corner from anywhere.
1928 - Coca-Cola … pure drink of natural flavors.
1929 - The pause that refreshes.
1932 - Ice-cold sunshine.
1938 - The best friend thirst ever had.
1938 - Thirst asks nothing more.
1939 - Coca-Cola goes along.
1939 - Coca-Cola has the taste thirst goes for.
1939 - Whoever you are, whatever you do, wherever you may be, when you think of refreshment, think of ice cold Coca-Cola.
1942 - The only thing like Coca-Cola is Coca-Cola itself.
1948 - Where there’s Coke there’s hospitality.
1949 - Coca-Cola … along the highway to anywhere.
1952 - What you want is a Coke.
1956 - Coca-Cola … makes good things taste better.
1957 - Sign of good taste.
1958 - The Cold, Crisp Taste of Coke
1959 - Be really refreshed.
1961 - Only Coca-Cola gives you that refreshing new feeling.
1963 - Things go better with Coke.
1967 - Coke has the taste you never get tired of.
1969 - It’s the real thing
1971 - I’d Like to Buy the World a Coke
1975 - Look Up America. (US only)
1976 - Coke adds life.
1979 - Have a Coke and a smile
1982 - Coke is it!
1985 - America’s Real Choice
1986 - Red White & You (for Coca-Cola Classic)
1986 - Catch the Wave (for New Coke)
1987 - You Can’t Beat the Feeling.
1990 - Can’t beat the real thing. (US & Canada only)
1993 - Always Coca-Cola.
2000 - Enjoy.
2001 - Life tastes Good.
2003 - Real. (US & Canada only)
2003 - Make It Real. (UK & Republic of Ireland only)
2003 - As It Should Be. (Australia & New Zealand only)
2006 - The Coke Side of Life.
2008 - Live on the Coke side of Life
2009 - Open Happiness

There is only one Olympic gold medal to be given to one of the many contestants above. It should be given to the ones in 1969 and 1971, which are “It’s The Real Thing” and “I’d Like to Buy the World a Coke”, as it was so renowned as one of the best all-time slogan that served as the key factor in the success of the equally famous Hilltop ad campaign by Coca-Cola Company.

The ad campaign was regarded as one of the most inspiring TV commercials and was also highlighted in the 50 Years of Coca-Cola’s Television Advertisements. The advertisement featured a group of children from different corners of the world, dressed in ethnic costumes, standing on a hilltop in Italy and sang:

I’d like to buy the world a home and furnish it with love,

Grow apple trees and honey bees, and snow white turtle doves.

I’d like to teach the world to sing in perfect harmony,

I’d like to buy the world a Coke and keep it company.

[Repeat the last two lines, and in the background:]

It’s the real thing, Coke is what the world wants today.

The song was then edited into “True Love and Apple Pie” which was released on the New Seekers album We’d Like To Teach The World To Sing. The ad jingle then turned into a popular folk song which none of the American didn’t know how to sing.

This is how you reach worldwide audience, brilliant isn’t it? Don’t be intimidated by how great McDonald’s is. It’s possible for you to promote your new fast food company to the global food lovers in short span by using a tagline that says,”I’d like to buy the world some food” and then record it in an album entitled “We’d Like To Teach The World To Eat”. Wish you all success in replacing McDonald’s as the greatest food chain or take away the title of world’s no.1 coffee brand from Starbucks. It will then be I’d like to buy the world a coffee.

3 Reasons Why I Love Coca-Cola

May be there are more than three, but I am allowed to write only three so I will pick the top ones to write here.

The irreplaceable tastes. No other soda pop could replace Coke as my first choice. The taste cells on my tongue are really choosy when it comes to soft drinks(Though the fact is that I couldn’t really tell the difference between Pepsi and Coke.) It really open up my appetite and make all the food taste much more delicious. All in all, I am really so addicted with the “super-tonic” taste of Coke. Coca-Cola … makes good things taste better(1956 slogan). Yeah, I am so addicted.
Cool Image. I got to admit that I am a little superficial here. May be because of the global image of Coca-Cola,(as you know they sponsored 2008 Beijing Olympic Torch Run and others) I feel myself especially cool when a bottle of coke is on hand. You see! Even my prince of charm Christiano Ronaldo drinks coke!
Santa Claus! I know this one might at first sound a little idiosyncratic to you but how Coca-Cola Company has successfully reinvented the modern image of Santa Claus as an old man in red-and-white suit really impressed me. After all, Santa has been my best friend giving me all the sweet memories and dreams during X’mas day.

Coca-Cola Signature Products

Here are some delicious signature products specially prepared for you.

Caffeine-Free Coca-Cola

Coca-Cola Cherry Zero

Coke Zero

Diet Coke

Vanilla Coke

Coca-Cola Bottle

Contributor’s Biography

Name: Stefanie Soul
Website: www.1tshirtsworld.com
Email: hiphopdior@yahoo.com
Comments: Coca-Cola is my first choice of soda pop that spice up my life. What is yours?

Share and Enjoy: