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Since
Coca Cola was invented in 1886, the famous
drinks success had largely been due to the
company's superlative marketing campaigns.
Both the art and public relations departments
have shone. These guys have rarely
disappointed the public, reading the latest
trends and keeping one step ahead of its rival
cola companies - however that may be achieved.
On
11 November 2004, Coca-Cola
Chairman-CEO E. Neville Isdell issued what he
called a "Manifesto for Change"
throughout the beverage giant's marketing
operations. He vowed to restore the
"world-class' marketing reputation for
which Coke was previously known by increasing
marketing spending by $400 million a year.
Meanwhile, the company announced it was lowering
its long-term volume growth and earning's
targets. Mr. Isdell's was the second major
marketing 'manifesto' issued by a top Coca-Cola
executive in the last 21 months. In February of
2003, then-COO Steven J. Heyer issued his own,
declaring that Coca-Cola was about to start
marketing in "a radically different
way."
Mr.
Heyer envisioned a global network that
functioned as both a media company and a
beverage distributor able to deliver "a
message, a motivation, an idea, a CD, a DVD or a
ticket" as well as beverage products to
consumers around the world. Some industry
observers now wonder aloud if Mr. Isdell's
manifesto is ultimately likely to have any
greater effect than Mr. Heyer's did. Do YOU
believe the latest manifesto is a clear,
practical and effective plan likely to restore
Coca-Cola or a PR move to offset negative debate
about generally lackluster operations?
The
Coca-Cola Company.
From
Investor Relations to Coca-Cola Scholars, you
can learn about the company behind the brands at
The Coca-Cola Company site.
(URL: www.coca-cola.com)
"Pemberton's
French Wine Coca"
In 1885 Pemberton launched his own
competing brand, "Pemberton's French Wine
Coca", a drink advertised as an
"intellectual beverage" and
"invigorator of the brain".
(URL: www.businessheroes.com/Pages/articles/1998/98070201.htm)
Biography
of Dr. John S. Pemberton
Article by Jack Hayes. Nation's
Restaurant News. Part of Library of Congress
Coca-Cola advertinsing history collection.
(URL: memory.loc.gov/ammem/ccmphtml/colainvnt.html)
History
of Coca Cola and its Evolution
- A long and detailed history of Coca Cola.
Coca
Cola - Official Site
Coca
Cola Display - History
of vintage coke cans and bottles.
Dr.
John Pemberton
- Inventor of Coca-Cola
Highlights
in the History of Coca-Cola Television
Advertising
Themes
for Coca-Cola Advertising
History
of Pop
- Timeline of the entire history of soft drinks.
Introduction
to Pop - The History of Soft Drinks
Inventors
ON
THE BOOKSHELF:
Mistakes
That Worked
by Charlotte Foltz Jones, John
O'Brien (Illustrator) / Paperback - 48 pages (1994)
/ Doubleday
Recounting the fascinating stories behind
the accidental inventions of forty familiar
objects.
I'd
Like the World to Buy a Coke: The Life and
Leadership of Roberto Goizueta
by David Greising / Paperback: 304 pages / John
Wiley & Sons (June 1999)
Goizueta, a chemical engineer, who first worked
for Coca-Cola in Cuba. After the revolution,
Goizueta came to the United States and went on
to become the youngest vice-president ever at
Coca-Cola.
Secret
Formula: How Brilliant Marketing and Relentless
Salesmanship Made Coca-Cola the Best-Known
Product in the World
by Frederick Allen / Paperback /
Published 1995
A fascinating portrayal not just of
Coca-Cola's corporate brilliance, but of how it
inveighed its way into the center of American,
and world, consciousness.
For
God, Country, and Coca Cola: The Definitive
History of the Great American Soft Drink and the
Company That Makes It
by Mark Pendergrast / Paperback - 576 pages
(March 2000) / Basic Books
An objective account of Coca-Cola's history from
its inception to mass production, with the
attitude of de-mythologising some of the stories
the company has sold to the public.
Coca-Cola
Girls: An Advertising Art History
by Chris H. Beyer /
Hardcover: 288 pages / Collectors Pr; ISBN:
1888054441; (November 1, 2000)
Page after page of pretty young women posing
with the Atlanta elixir. The "Coca-Cola
Girl" was the image the company preferred
for pitching its potion, from the 1890s to the
1960s.
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