Open happiness

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Open Happiness' and Enjoy Life's Simple Pleasures With Coca-Cola Corporate, January 21, 2009 New Global Integrated Marketing Campaign for Coca-Cola Embraces Positive Outlook in Evolution of Award-Winning "Coke Side of Life" Campaign To Launch in U.S. Tonight on "American Idol" And Worldwide Over Next Few Weeks Atlanta - Building on the award-winning "Coke Side of Life" campaign, The Coca-Cola Company today invites the billions of people around the world who love to pause and refresh themselves with a Coke to "Open Happiness" and continue to enjoy one of life's simple pleasures. That is the central message for "Open Happiness" -- Coca-Cola's new global integrated marketing campaign that launches in the U.S. this week. Open Happiness will serve as the platform for all integrated marketing for brand Coca-Cola globally. The first televised spots will break tonight on "American Idol" on FOX in the U.S., with more to air in the following weeks, including during the broadcasts of the Super Bowl on NBC and the Academy Awards on ABC. The fully integrated campaign -- including new point of sale, promotions, outdoor and print advertising, digital and music components and more -- will roll out throughout the first half of 2009 in markets around the world. "Throughout its history, Coca-Cola has always tried to express a refreshingly positive view of the world," said Joe Tripodi, chief marketing and commercial leadership officer, The Coca- Cola Company. "Open Happiness builds on that heritage, recognizing that even with the difficulties and stress of modern-day life there still are opportunities, every day, to find a moment to recognize life's simple pleasures. This new

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Transcript of Open happiness

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Open Happiness' and Enjoy Life's Simple Pleasures With Coca-Cola

Corporate, January 21, 2009

New Global Integrated Marketing Campaign for Coca-Cola Embraces Positive Outlook in Evolution of Award-Winning "Coke Side of Life"

Campaign To Launch in U.S. Tonight on "American Idol" And Worldwide Over Next Few Weeks

Atlanta - Building on the award-winning "Coke Side of Life" campaign, The Coca-Cola Company today invites the billions of people around the world who love to pause and refresh themselves with a Coke to "Open Happiness" and continue to enjoy one of life's simple pleasures.  That is the central message for "Open Happiness" -- Coca-Cola's new global integrated marketing campaign that launches in the U.S. this week.

Open Happiness will serve as the platform for all integrated marketing for brand Coca-Cola globally.  The first televised spots will break tonight on "American Idol" on FOX in the U.S., with more to air in the following weeks, including during the broadcasts of the Super Bowl on NBC and the Academy Awards on ABC.  The fully integrated campaign --  including new point of sale, promotions, outdoor and print advertising, digital and music components and more -- will roll out throughout the first half of 2009 in markets around the world. 

"Throughout its history, Coca-Cola has always tried to express a refreshingly positive view of the world," said Joe Tripodi, chief marketing and commercial leadership officer, The Coca-Cola Company.  "Open Happiness builds on that heritage, recognizing that even with the difficulties and stress of modern-day life there still are opportunities, every day, to find a moment to recognize life's simple pleasures.  This new campaign reminds people that Coke is always there to offer that small moment of fun and refreshment when you need it."

Open Happiness is an evolution of the Coke Side of Life, a campaign that featured award-winning commercials such as "Video Game," "Happiness Factory," and "It's Mine" and was used as the primary marketing platform in nearly every one of the more than 200 countries around the world where Coca-Cola is sold.  The new  campaign will continue to invite people to bring positivity, optimism and fun into their lives through engaging creative and an updated message.  The campaign also was developed to provide a clear role for Coca-Cola, setting the stage for a rich in-store and shopper experience.

"Open Happiness is designed to work at every level -- from national advertising all the way down to coolers and store shelves, with a clear call to action at the point of purchase," continued Tripodi.  "The combination of inspirational marketing and in-store execution in collaboration with our bottling partners worldwide will ensure we continue to reinvigorate the sparkling category."

The campaign will break first in the U.S. with print ads and new television commercials airing this week.  Outdoor advertising and in-store executions will appear by the end of the

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month.  Music will also play a central role in the new campaign beginning with a new music track featured in one of the ads that will be released as a single.  The music is a collaboration featuring the combined talents of Gnarls Barkley's Cee-Lo, Patrick Stump from Fall Out Boy, Brendon Urie from Panic at the Disco, Travis McCoy from Gym Class Heroes and Grammy-nominated Janelle Monae and produced by Polow Da Don and Butch Walker.

"Central to Open Happiness is the simple notion of enjoying an ice-cold Coca-Cola and taking a small break from the day to connect with others," said Katie Bayne, chief marketing officer, Coca-Cola North America.  "With this new campaign, that's exactly what we're inviting people to do more often -- open a Coke and share a little happiness." 

In addition to the Open Happiness campaign, the entire Coca-Cola Trademark in North America will have significant advertising and marketing support.  Two new Coke Zero ads debuted on the premiere of American Idol last week and later this month, the successful Diet Coke Red Dress program, in conjunction with The Heart Truth, will begin its second year.  Coca-Cola will also have new advertising under the "Open Happiness" theme in celebration of Black History Month.  Visitors to mycokerewards.com will be able to preview the two new Coca-Cola spots that will air during the broadcast of the Super Bowl on NBC. 

The global campaign was developed in partnership with Wieden + Kennedy, the global agency for brand Coca-Cola since 2006. 

About The Coca-Cola CompanyThe Coca-Cola Company is the world's largest beverage company, refreshing consumers with more than 450 sparkling and still brands. Along with Coca-Cola®, recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero®, vitaminwater, POWERADE®, Minute Maid® and Georgia® Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of 1.5 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our Web site at www.thecoca-colacompany.com.

EDITOR'S NOTE: Downloadable images from the new campaign as well as viewing files of the television commercials are available in the Press Center at www.thecoca-colacompany.com.

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India

"Thanda matlab Coca-Cola!" ("Cold means Coca-Cola!") (2000s) [2]

"Pio sar utha ke" ("Drink with pride") "Jo chaho ho jaye, Coca-Cola enjoy!" ("Whatever you wish will come true, enjoy Coca-Cola!") "Burrrrrrrrr" ("Refreshment" )(2011)

Sar utha ke piyo....The new Coke Ad Well, we thought we had seen it all, people using humor, subtle use of brand colors, associating a brand with a feeling-like victory, Joy and what not- but coke has come up with a new ad that plays on the "pride" Factor. Associates the manner in which a person would drink coke (with their heads up), with pride. Its a wonderful and innovative ad, creativity to move away from cliches

Coca Cola 'Piyo Sar Utha Ke' commercial Reviews first reviewed by Paulomi79

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great show for coke and aamir

kamalrnair | Oct 18, 2005 05:20 PM Member's Rating: 5Coca Cola 'Piyo Sar Utha Ke' commercial

Camera Effects: Concept: Execution:

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Model Choice: Model Performance: Jingle:

it is again Aamir trying things innovative.the coke ad is really contemporary and cool.and the new tagline it is great,simple,every layman could relate the tagline and the whole ad is optimistic and spreads a positive vibe for the people.The tag ...

it is again Aamir trying things innovative.the coke ad is really contemporary and cool.and the new tagline it is great,simple,every layman could relate the tagline and the whole ad is optimistic and spreads a positive vibe for the people.The tag line ’Piyo Sar Utha Ke’ suits well for the softdrink plus the execution of the 45 second ad is simply great with equal importance for all the elements in the ad. the photography is nice,the music is really suiting the mood of the ad and the modulation shift of Aamir’s voice is well recorded.Coke continuing Aamir as their brand ambassador has given them what they wanted.The coke for all seasons is very much related as Aamir for all seasons even if he acts very few movies, or even his mangal pandey din’t do great business , the bottom line is whenever he comes in an ad or a movie we have huge expectations from him.The coke series of ad’s with him has been successful for him and also for the company.on the whole the perfection tag is not only with aamir but on all the deparments of the Ad.

Coca Cola India Shadow Campaign

Coca-ColaFrom Wikipedia, the free encyclopedia

Jump to: navigation, search

This article is about the beverage. For its manufacturer, see The Coca-Cola Company.

"Coca-Cola Classic" redirects here. For the NCAA football game, see Coca-Cola Classic (college football).

Coca-Cola

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Type Soft drink

Manufacturer The Coca-Cola Company

Country of origin United States

Introduced 1886

Color Caramel E-150d

Flavor

Cola, Cola Cherry, Cola Vanilla, Cola Green Tea, Cola Lemon, Cola Lemon Lime, Cola Lime, Cola Orange and Cola Raspberry.

Variants See Brand portfolio section below

Related products

PepsiRC ColaCola TurkaZam Zam ColaMecca-ColaVirgin ColaParsi ColaQibla ColaEvoca ColaCorsica ColaBreizh ColaAfri Cola

Website www.coca-cola.com

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The Las Vegas Strip World of Coca-Cola museum in 2003

Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries.[1] It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944). Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century.

The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola to retail stores and vending machines. Such bottlers include Coca-Cola Enterprises, which is the largest single Coca-Cola bottler in North America and western Europe. The Coca-Cola Company also sells concentrate for soda fountains to major restaurants and food service distributors.

The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand name. The most common of these is Diet Coke, with others including Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special versions with lemon, lime or coffee.

Based on Interbrand's best global brand 2011, Coca-Cola was the world's most valuable brand.[2]

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Contents

1 History o 1.1 19th century historical origins o 1.2 20th century landmarks o 1.3 New Coke o 1.4 21st century

2 Use of stimulants in formula o 2.1 Coca – cocaine o 2.2 Kola nuts – caffeine

3 Production o 3.1 Ingredients o 3.2 Formula of natural flavorings o 3.3 Franchised production model

4 Brand portfolio o 4.1 Logo design o 4.2 Contour bottle design o 4.3 Designer bottles

5 Competitors 6 Advertising

o 6.1 Holiday campaigns o 6.2 Sports sponsorship o 6.3 In mass media

7 Health effects 8 Criticism 9 Use as political and corporate symbol 10 References 11 See also 12 External links

History

19th century historical origins

Coca-Cola founders Asa G. Candler and Dr. John S. Pemberton are seen together at Asa G. Candler & Co. pharmacy, 47 Peachtree St., Atlanta in the only extant albumen photograph from 1888. Also shown is the biography of Candler written by his son, Charles Howard Candler.

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Old German Coca-Cola bottle opener

Believed to be the first coupon ever, this ticket for a free glass of Coca-Cola was first distributed in 1888 to help promote the drink. By 1913, the company had redeemed 8.5 million tickets.[3]

This Coca-Cola advertisement from 1943 is still displayed in the small city of Minden, Louisiana.

The prototype Coca-Cola recipe was formulated at the Eagle Drug and Chemical Company, a drugstore in Columbus, Georgia, by John Pemberton, originally as a coca wine called Pemberton's French Wine Coca.[4][5][6] He may have been inspired by the formidable success of Vin Mariani, a European coca wine.[7]

In 1886, when Atlanta and Fulton County passed prohibition legislation, Pemberton responded by developing Coca-Cola, essentially a nonalcoholic version of French Wine Coca.[8] The first sales were at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886.[9] It was initially sold as a patent medicine for five cents [10] a glass at soda fountains, which were popular in the United States at the time due to the belief that carbonated water was good for the health.[11] Pemberton claimed Coca-Cola cured many diseases, including morphine

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addiction, dyspepsia, neurasthenia, headache, and impotence. Pemberton ran the first advertisement for the beverage on May 29 of the same year in the Atlanta Journal.[12]

By 1888, three versions of Coca-Cola – sold by three separate businesses – were on the market. A copartnership had been formed on January 14, 1888 between Pemberton and four Atlanta businessmen: J.C. Mayfield, A.O. Murphey; C.O. Mullahy and E.H. Bloodworth. Not codified by any signed document, a verbal statement given by Asa Candler years later asserted under testimony that he had acquired a stake in Pemberton's company as early as 1887.[13]

Asa Candler, however, eventually took on a more formal position by being part of the Coca-Cola Company incorporation filed in the Fulton County Superior Court on March 24, 1888. This action included Charley Pemberton and Woolfolk Walker, along with the latter's sister, Margaret Dozier. The four made up the original shareholders for "Coca-Cola Company," a Georgia corporation. All parties held copies of the Coca-Cola recipe and could continue to use the formula separate of each other.

Pemberton, though, had declared that the name "Coca-Cola" belonged solely to his son Charley. The situation was quite agitating to both Candler and Walker, and quickly placed the two at odds with Charley Pemberton. What further caused friction over this issue was that John Pemberton variously forgot he had actually signed over the sole rights to the "Coca-Cola" name to his son Charley earlier. Pemberton's ongoing health problems, compounded by his morphine addiction brought about from his old Civil War injury, made the situation difficult.

Charley Pemberton's record of control over the "Coca-Cola" name was the underlying factor that allowed for him to participate as a major shareholder in the March 1888 Coca-Cola Company incorporation filing made in his father's place. [14] More so for Candler especially, Charley's position holding exclusive control over the "Coca Cola" name continued to be a thorn in his side.

Asa Candler's oldest son, Charles Howard Candler, authored a book in 1950 published by Emory University. In this definitive biography about his father, Candler specifically states: "..., on April 14, 1888, the young druggist [Asa Griggs Candler] purchased a one-third interest in the formula of an almost completely unknown proprietary elixir known as Coca-Cola."[15]

The deal was actually between John Pemberton's son Charley and Walker, Candler & Co. - with John Pemberton acting as cosigner for his son. For $50 down and $500 in 30 days, Walker, Candler & Co. obtained all of the one-third interest in the Coca-Cola Company that Charley held, all while Charley still held on to the name. After the April 14th deal, on April 17, 1888, one-half of the Walker/Dozier interest shares were acquired by Candler for an additional $750.[16]

Charles Howard Candler's statement that April 14, 1888 was the date his father secured a "one-third interest in the formula" held by Charley Pemberton for the then obscure Coca-Cola elixir, none-the-less confirms this event was a major turning point for Asa Candler and his interests in Coca-Cola. This, too, was a most auspicious occasion that Asa Candler would have especially wanted to preserve in an 'official' photograph. By this time the "Coca-Cola" syrup-making apparatus had already been moved from Joe Jacob's pharmacy to the basement

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of Candler's larger 47 Peachtree Street location, where the drink's ever increasing syrup-bottling demands could be better handled.

In 1910, Asa Candler had ordered all corporate documents pertaining to the first Coca-Cola Company burned.[17] The original 1888 photograph shows the very beginnings of the Coca Cola Company, and formerly was the personal property of Asa Griggs Candler.

In 1914, Margaret Dozier, as co-owner of the original Coca-Cola Company in 1888, brazenly came forward to claim her signature on the 1888 Coca-Cola Company bill of sale had been forged. Subsequent analysis of certain similar transfer documents had also indicated John Pemberton's signature was most likely a forgery, as well, which some accounts claim was precipitated by his son Charley.[18]

In 1892, Candler set out to incorporate a second company; "The Coca-Cola Company" (the current corporation). However, in 1910, Candler had the earliest records of the "Coca-Cola Company" burned. This was claimed to have been made during a move to new corporation offices around this time.[19]

The loss of the early corporate records further obscured the 1888 corporation's legal origins. Only one sole original "ASA G. CANDLER & CO." photograph from 1888 remains, and that example Candler at one time kept at his private home outside of Atlanta.

After Candler had gained a better foothold of Coca-Cola in April 1888, he never-the-less was forced to sell the beverage he produced with the recipe he had under the names "Yum Yum" and "Koke". This was while Charley Pemberton was selling the elixir, although a cruder mixture, under the name "Coca-Cola", all with his father's blessing. After both names failed to catch on for Candler, by the summer of 1888, the Atlanta pharmacist was quite anxious to establish a firmer legal claim to Coca-Cola, and hoped he could force his two competitors, Walker and Dozier, completely out of the business, as well.[20]

When Dr. John Stith Pemberton suddenly died on August 16, 1888, Asa G. Candler now sought to move swiftly forward to attain his vision of taking full control of the whole Coca-Cola operation.

Charley Pemberton, an alcoholic, was the one obstacle who unnerved Asa Candler more than anyone else. Candler is said to have quickly maneuvered to purchase the exclusive rights to the name "Coca-Cola" from Pemberton's son Charley right after Dr. Pemberton's death. One of several stories was that Candler bought the title to the name from Charley's mother for $300; approaching her at Dr. Pemberton's funeral. Eventually, Charley Pemberton was found on June 23, 1894, unconscious, with a stick of opium by his side. Ten days later, Charley died at Atlanta's Grady Hospital at the age of 40.[21]

In Charles Howard Candler's 1950 book about his father, he stated: "On August 30th {1888}, he {Asa Candler} became sole proprietor of Cola-Cola, a fact which was stated on letterheads, invoice blanks and advertising copy."[22]

With this action on August 30, 1888, Candler's sole control became technically all true. Candler had negotiated with Margaret Dozier and her brother Woolfolk Walker a full payment amounting to $1,000, which all agreed Candler could pay off with a series of notes over a specified time span. By May 1, 1889, Candler was now claiming full ownership of the

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Coca-Cola beverage, with a total investment outlay by Candler for the drink enterprise over the years amounting to $2,300.[23]

Coca-Cola was sold in bottles for the first time on March 12, 1894. The first outdoor wall advertisement was painted in the same year, in Cartersville, Georgia.[24]

The first bottling of Coca-Cola occurred in Vicksburg, Mississippi, at the Biedenharn Candy Company in 1891. Its proprietor was Joseph A. Biedenharn. The original bottles were Biedenharn bottles, very different from the much later hobble-skirt design now so familiar. Asa Candler was tentative about bottling the drink, but two entrepreneurs from Chattanooga, Tennessee, Benjamin F. Thomas and Joseph B. Whitehead, proposed the idea and were so persuasive that Candler signed a contract giving them control of the procedure for only one dollar. Candler never collected his dollar, but in 1899, Chattanooga became the site of the first Coca-Cola bottling company.[25] The loosely termed contract proved to be problematic for the company for decades to come. Legal matters were not helped by the decision of the bottlers to subcontract to other companies, effectively becoming parent bottlers.[26]

Coke concentrate, or Coke syrup, was and is sold separately at pharmacies in small quantities, as an over-the-counter remedy for nausea or mildly upset stomach.

20th century landmarks

By the time of its 50th anniversary, the soft drink had reached the status of a national icon in the USA. In 1935, it was certified kosher by Atlanta Rabbi Tobias Geffen, after the company made minor changes in the sourcing of some ingredients.[27]

Original framed Coca-Cola artist's drawn graphic presented by The Coca-Cola Company on July 12, 1944 to Charles Howard Candler on the occasion of Coca-Cola's "1 Billionth Gallon of Coca-Cola Syrup."

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Legended to be the first installation anywhere of the celebrated "Boat Motor" styled Coca-Cola soda dispenser, Fleeman's Pharmacy, Atlanta, Georgia. Photograph circa 1948.

The longest running commercial Coca-Cola soda fountain anywhere was Atlanta's Fleeman's Pharmacy, which first opened its doors in 1914.[28]Jack Fleeman took over the pharmacy from his father and ran it till 1995; closing it after 81 years.[29]

On July 12, 1944, the one-billionth gallon of Coca-Cola syrup was manufactured by The Coca-Cola Company.

Cans of Coke first appeared in 1955.[30]

New CokeMain article: New Coke

Coca-Cola sign in Colorado City, Texas

On April 23, 1985, Coca-Cola, amid much publicity, attempted to change the formula of the drink with "New Coke". Follow-up taste tests revealed most consumers preferred the taste of New Coke to both Coke and Pepsi, but Coca-Cola management was unprepared for the public's nostalgia for the old drink, leading to a backlash. The company gave in to protests and returned to a variation of the old formula, under the name Coca-Cola Classic, on July 10, 1985.

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21st century

On July 5, 2005, it was revealed that Coca-Cola would resume operations in Iraq for the first time since the Arab League boycotted the company in 1968.[31]

In April 2007, in Canada, the name "Coca-Cola Classic" was changed back to "Coca-Cola". The word "Classic" was removed because "New Coke" was no longer in production, eliminating the need to differentiate between the two.[32] The formula remained unchanged.

In January 2009, Coca-Cola stopped printing the word "Classic" on the labels of 16-US-fluid-ounce (470 ml) bottles sold in parts of the southeastern United States.[33] The change is part of a larger strategy to rejuvenate the product's image.[33] The word "Classic" was removed from all Coca-Cola products by 2011.

In November 2009, due to a dispute over wholesale prices of Coca-Cola products, Costco stopped restocking its shelves with Coke and Diet Coke. However, some Costco locations (such as the ones in Tucson, Arizona), sell imported Coca-Cola from Mexico.[34]

Coca-Cola introduced the 7.5-ounce mini-can in 2009, and on September 22, 2011, the company announced price reductions, asking retailers to sell eight-packs for $2.99. That same day, Coca-Cola announced the 12.5-ounce bottle, to sell for 89 cents. A 16-ounce bottle has sold well at 99 cents since being re-introduced, but the price was going up to $1.19.[35]

In 2012, Coca-Cola would resume business in Burma after 60 years of absence due to U.S.-imposed investment sanctions against the country.[36] Coca-Cola with its partners is to invest USD 5 billion in its operations in India by 2020.[37]

Use of stimulants in formula

When launched, Coca-Cola's two key ingredients were cocaine and caffeine. The cocaine was derived from the coca leaf and the caffeine from kola nut, leading to the name Coca-Cola (the "K" in Kola was replaced with a "C" for marketing purposes).[38][39]

Coca – cocaine

Pemberton called for five ounces of coca leaf per gallon of syrup, a significant dose; in 1891, Candler claimed his formula (altered extensively from Pemberton's original) contained only a tenth of this amount. Coca-Cola once contained an estimated nine milligrams of cocaine per glass. In 1903, it was removed.[40]

After 1904, instead of using fresh leaves, Coca-Cola started using "spent" leaves – the leftovers of the cocaine-extraction process with trace levels of cocaine.[41] Coca-Cola now uses a cocaine-free coca leaf extract prepared at a Stepan Company plant in Maywood, New Jersey.

In the United States, the Stepan Company is the only manufacturing plant authorized by the Federal Government to import and process the coca plant,[42] which it obtains mainly from Peru and, to a lesser extent, Bolivia. Besides producing the coca flavoring agent for Coca-Cola, the Stepan Company extracts cocaine from the coca leaves, which it sells to

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Mallinckrodt, a St. Louis, Missouri pharmaceutical manufacturer that is the only company in the United States licensed to purify cocaine for medicinal use.[43]

Kola nuts – caffeine

Kola nuts act as a flavoring and the source of caffeine in Coca-Cola. In Britain, for example, the ingredient label states "Flavourings (Including Caffeine)."[44] Kola nuts contain about 2.0 to 3.5% caffeine, are of bitter flavor and are commonly used in cola soft drinks. In 1911, the U.S. government initiated United States v. Forty Barrels and Twenty Kegs of Coca-Cola, hoping to force Coca-Cola to remove caffeine from its formula. The case was decided in favor of Coca-Cola. Subsequently, in 1912, the U.S. Pure Food and Drug Act was amended, adding caffeine to the list of "habit-forming" and "deleterious" substances which must be listed on a product's label.

Coca-Cola contains 34 mg of caffeine per 12 fluid ounces (9.8 mg per 100 ml).[45]

Production

Coca-Cola 375 mL cans – 24 pack (AU)

Ingredients

Carbonated water Sugar (sucrose or high-fructose corn syrup depending on country of origin) Caffeine Phosphoric acid Caramel color (E150d) Natural flavorings[46]

A can of Coke (12 fl ounces/355 ml) has 39 grams of carbohydrates (all from sugar, approximately 10 teaspoons),[47] 50 mg of sodium, 0 grams fat, 0 grams potassium, and 140 calories.[48]

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Formula of natural flavoringsMain article: Coca-Cola formula

The exact formula of Coca-Cola's natural flavorings (but not its other ingredients, which are listed on the side of the bottle or can) is a trade secret. The original copy of the formula was held in SunTrust Bank's main vault in Atlanta for 86 years. Its predecessor, the Trust Company, was the underwriter for the Coca-Cola Company's initial public offering in 1919. On December 8, 2011, the original secret formula was moved from the vault at SunTrust Banks to a new vault containing the formula which will be on display for visitors to its World of Coca-Cola museum in downtown Atlanta.[49]

A popular myth states that only two executives have access to the formula, with each executive having only half the formula.[50] The truth is that while Coca-Cola does have a rule restricting access to only two executives, each knows the entire formula and others, in addition to the prescribed duo, have known the formulation process.[51]

On February 11, 2011, Ira Glass revealed on his PRI radio show, This American Life, that the secret formula to Coca-Cola had been uncovered in a 1979 newspaper. The formula found basically matched the formula found in Pemberton's diary.[52][53][54][55]

Franchised production model

The actual production and distribution of Coca-Cola follows a franchising model. The Coca-Cola Company only produces a syrup concentrate, which it sells to bottlers throughout the world, who hold Coca-Cola franchises for one or more geographical areas. The bottlers produce the final drink by mixing the syrup with filtered water and sweeteners, and then carbonate it before putting it in cans and bottles, which the bottlers then sell and distribute to retail stores, vending machines, restaurants and food service distributors.[56]

The Coca-Cola Company owns minority shares in some of its largest franchises, such as Coca-Cola Enterprises, Coca-Cola Amatil, Coca-Cola Hellenic Bottling Company and Coca-Cola FEMSA, but fully independent bottlers produce almost half of the volume sold in the world. Independent bottlers are allowed to sweeten the drink according to local tastes.[57]

The bottling plant in Skopje, Macedonia, received the 2009 award for "Best Bottling Company".[58]

Brand portfolio

This is a list of variants of Coca-Cola introduced around the world. In addition to the caffeine-free version of the original, additional fruit flavors have been included over the years. Not included here are versions of Diet Coke and Coca-Cola Zero; variant versions of those no-calorie colas can be found at their respective articles.

Name Launched Discontinued Notes Picture

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Coca-Cola with Lemon

2001 2005

Available in:

Australia, American Samoa, Austria, Belgium, Brazil, China, Denmark, Federation of Bosnia and Herzegovina, Finland, France, Germany, Hong Kong, Iceland, Korea, Luxembourg, Macau, Malaysia, Mongolia, Netherlands, New Caledonia, New Zealand, Norway, Réunion, Singapore, Spain, Switzerland, Taiwan, Tunisia, United Kingdom, United States, and West Bank-Gaza

Coca-Cola Vanilla

2002; 2007

2005

Available in: Austria, Australia, China, Finland, Germany, Hong Kong, New Zealand, Malaysia, Sweden, United Kingdom and United States. It was reintroduced in June 2007 by popular demand.

Coca-Cola with Lime

2005Available in Belgium, Netherlands, Singapore, Canada, the United Kingdom, and the United States.

Coca-Cola Raspberry

June 2005 End of 2005Was only available in New Zealand. Currently available in the United States in Coca-Cola Freestyle fountain since 2009.

Coca-Cola Black Cherry Vanilla

2006Middle of

2007Was replaced by Vanilla Coke in June 2007

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Coca-Cola Blāk 2006Beginning of

2008

Only available in the United States, France, Canada, Czech Republic, Bosnia and Herzegovina, Bulgaria and Lithuania

Coca-Cola Citra

2006Only available in Bosnia and Herzegovina, New Zealand and Japan.

Coca-Cola Orange

2007

Was available in the United Kingdom and Gibraltar for a limited time. In Germany, Austria and Switzerland it's sold under the label Mezzo Mix. Currently available in Coca-Cola Freestyle fountain outlets in the United States since 2009.

Logo design

The famous Coca-Cola logo was created by John Pemberton's bookkeeper, Frank Mason Robinson, in 1885.[59] Robinson came up with the name and chose the logo's distinctive cursive script. The typeface used, known as Spencerian script, was developed in the mid-19th century and was the dominant form of formal handwriting in the United States during that period.

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Robinson also played a significant role in early Coca-Cola advertising. His promotional suggestions to Pemberton included giving away thousands of free drink coupons and plastering the city of Atlanta with publicity banners and streetcar signs.[60]

Contour bottle design

Earl R. Dean's original 1915 concept drawing of the contour Coca-Cola bottle.

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The prototype never made it to production since its middle diameter was larger than its base, making it unstable on conveyor belts.

Designer label for 2 litre Coca-Cola bottle

The equally famous Coca-Cola bottle, called the "contour bottle" within the company, but known to some as the "hobble skirt" bottle, was created by bottle designer Earl R. Dean. In 1915, the Coca-Cola Company launched a competition among its bottle suppliers to create a new bottle for their beverage that would distinguish it from other beverage bottles, "a bottle which a person could recognize even if they felt it in the dark, and so shaped that, even if broken, a person could tell at a glance what it was."[61]

Chapman J. Root, president of the Root Glass Company of Terre Haute, Indiana, turned the project over to members of his supervisory staff, including company auditor T. Clyde Edwards, plant superintendent Alexander Samuelsson, and Earl R. Dean, bottle designer and supervisor of the bottle molding room. Root and his subordinates decided to base the bottle's design on one of the soda's two ingredients, the coca leaf or the kola nut, but were unaware of what either ingredient looked like. Dean and Edwards went to the Emeline Fairbanks Memorial Library and were unable to find any information about coca or kola. Instead, Dean was inspired by a picture of the gourd-shaped cocoa pod in the Encyclopædia Britannica. Dean made a rough sketch of the pod and returned to the plant to show Root. He explained to Root how he could transform the shape of the pod into a bottle. Root gave Dean his approval.[61]

Faced with the upcoming scheduled maintenance of the mold-making machinery, over the next 24 hours Dean sketched out a concept drawing which was approved by Root the next morning. Dean then proceeded to create a bottle mold and produced a small number of bottles before the glass-molding machinery was turned off.[62]

Chapman Root approved the prototype bottle and a design patent was issued on the bottle in November, 1915. The prototype never made it to production since its middle diameter was larger than its base, making it unstable on conveyor belts. Dean resolved this issue by decreasing the bottle's middle diameter. During the 1916 bottler's convention, Dean's contour bottle was chosen over other entries and was on the market the same year. By 1920, the contour bottle became the standard for the Coca-Cola Company. Today, the contour Coca-Cola bottle is one of the most recognized packages on the planet..."even in the dark!".[63]

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As a reward for his efforts, Dean was offered a choice between a $500 bonus or a lifetime job at the Root Glass Company. He chose the lifetime job and kept it until the Owens-Illinois Glass Company bought out the Root Glass Company in the mid-1930s. Dean went on to work in other Midwestern glass factories.

One alternative depiction has Raymond Loewy as the inventor of the unique design, but, while Loewy did serve as a designer of Coke cans and bottles in later years, he was in the French Army the year the bottle was invented and did not emigrate to the United States until 1919. Others have attributed inspiration for the design not to the cocoa pod, but to a Victorian hooped dress.[64]

In 1944, Associate Justice Roger J. Traynor of the Supreme Court of California took advantage of a case involving a waitress injured by an exploding Coca-Cola bottle to articulate the doctrine of strict liability for defective products. Traynor's concurring opinion in Escola v. Coca-Cola Bottling Co. is widely recognized as a landmark case in U.S. law today.[65]

In 1997, Coca-Cola introduced a "contour can," similar in shape to its famous bottle, on a few test markets, including Terre Haute, Indiana.[66] The can has never been widely released.

A new slim and tall can began to appear in Australia on December 20, 2006; it cost AU$1.95. The cans have a resemblance to energy drink cans. The cans were commissioned by Domino's Pizza and are available exclusively at their restaurants.

In January 2007, Coca-Cola Canada changed "Coca-Cola Classic" labeling, removing the "Classic" designation, leaving only "Coca-Cola." Coca-Cola stated this is merely a name change and the product remains the same.

In 2007, Coca-Cola introduced an aluminum can designed to look like the original glass Coca-Cola bottles.

In 2007, the company's logo on cans and bottles changed. The cans and bottles retained the red color and familiar typeface, but the design was simplified, leaving only the logo and a plain white swirl (the "dynamic ribbon").

In 2008, in some parts of the world, the plastic bottles for all Coke varieties (including the larger 1.5- and 2-liter bottles) were changed to include a new plastic screw cap and a slightly taller contoured bottle shape, designed to evoke the old glass bottles.[67]

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Two Chinese Coke bottles, a 200 ml glass bottle, which is becoming less common, and a 300 ml plastic bottle that is now widely available.

Designer bottles

Karl Lagerfeld is the latest designer to have created a collection of aluminum bottles for Coca-Cola. Lagerfeld is not the first fashion designer to create a special version of the famous Coca-Cola Contour bottle. A number of other limited edition bottles by fashion designers for Coca Cola Light soda have been created in the last few years.

In 2009, in Italy, Coca-Cola Light had a Tribute to Fashion to celebrate 100 years of the recognizable contour bottle. Well known Italian designers Alberta Ferretti, Blumarine, Etro, Fendi, Marni, Missoni, Moschino, and Versace each designed limited edition bottles.[68]

Competitors

Pepsi, the flagship product of PepsiCo, The Coca-Cola Company's main rival in the soft drink industry, is usually second to Coke in sales, and outsells Coca-Cola in some markets. RC Cola, now owned by the Dr Pepper Snapple Group, the third largest soft drink manufacturer, is also widely available.

Around the world, many local brands compete with Coke. In South and Central America Kola Real, known as Big Cola in Mexico, is a growing competitor to Coca-Cola.[69] On the French island of Corsica, Corsica Cola, made by brewers of the local Pietra beer, is a growing competitor to Coca-Cola. In the French region of Brittany, Breizh Cola is available. In Peru, Inca Kola outsells Coca-Cola, which led The Coca-Cola Company to purchase the brand in 1999. In Sweden, Julmust outsells Coca-Cola during the Christmas season.[70] In Scotland, the locally produced Irn-Bru was more popular than Coca-Cola until 2005, when Coca-Cola and Diet Coke began to outpace its sales.[71] In India, Coca-Cola ranked third behind the leader, Pepsi-Cola, and local drink Thums Up. The Coca-Cola Company purchased Thums Up in 1993.[72] As of 2004, Coca-Cola held a 60.9% market-share in India.[73] Tropicola, a domestic drink, is served in Cuba instead of Coca-Cola, due to a United States embargo. French brand Mecca Cola and British brand Qibla Cola are competitors to Coca-Cola in the Middle East. In Turkey, Cola Turka, in Iran and the Middle East, Zam Zam Cola and Parsi Cola, in some parts of China, China Cola, in Slovenia, Cockta and the inexpensive Mercator Cola, sold only

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in the country's biggest supermarket chain, Mercator, are some of the brand's competitors. Classiko Cola, made by Tiko Group, the largest manufacturing company in Madagascar, is a serious competitor to Coca-Cola in many regions. Laranjada is the top-selling soft drink on Madeira.

AdvertisingSee also: Coca-Cola slogans

Coca-Cola's advertising has significantly affected American culture, and it is frequently credited with inventing the modern image of Santa Claus as an old man in a red-and-white suit. Although the company did start using the red-and-white Santa image in the 1930s, with its winter advertising campaigns illustrated by Haddon Sundblom, the motif was already common.[74][75] Coca-Cola was not even the first soft drink company to use the modern image of Santa Claus in its advertising: White Rock Beverages used Santa in advertisements for its ginger ale in 1923, after first using him to sell mineral water in 1915.[76][77] Before Santa Claus, Coca-Cola relied on images of smartly dressed young women to sell its beverages. Coca-Cola's first such advertisement appeared in 1895, featuring the young Bostonian actress Hilda Clark as its spokeswoman.

An 1890s advertisement showing model Hilda Clark in formal 19th century attire. The ad is titled Drink Coca-Cola 5¢. (US)

1941 saw the first use of the nickname "Coke" as an official trademark for the product, with a series of advertisements informing consumers that "Coke means Coca-Cola".[78] In 1971 a song from a Coca-Cola commercial called "I'd Like to Teach the World to Sing", produced by Billy Davis, became a hit single.

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Coca-Cola sales booth on the Cape Verde island of Fogo in 2004.

Coke's advertising is pervasive, as one of Woodruff's stated goals was to ensure that everyone on Earth drank Coca-Cola as their preferred beverage. This is especially true in southern areas of the United States, such as Atlanta, where Coke was born.

Coca-Cola signboard in Lahore, Pakistan.

Some Coca-Cola television commercials between 1960 through 1986 were written and produced by former Atlanta radio veteran Don Naylor (WGST 1936–1950, WAGA 1951–1959) during his career as a producer for the McCann Erickson advertising agency. Many of these early television commercials for Coca-Cola featured movie stars, sports heroes and popular singers.

Coca-Cola ghost sign in Fort Dodge, Iowa. Older Coca-Cola ghosts behind Borax and telephone ads.

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During the 1980s, Pepsi-Cola ran a series of television advertisements showing people participating in taste tests demonstrating that, according to the commercials, "fifty percent of the participants who said they preferred Coke actually chose the Pepsi." Statisticians pointed out the problematic nature of a 50/50 result: most likely, the taste tests showed that in blind tests, most people cannot tell the difference between Pepsi and Coke. Coca-Cola ran ads to combat Pepsi's ads in an incident sometimes referred to as the cola wars; one of Coke's ads compared the so-called Pepsi challenge to two chimpanzees deciding which tennis ball was furrier. Thereafter, Coca-Cola regained its leadership in the market.

Selena was a spokesperson for Coca-Cola from 1989 till the time of her death. She filmed three commercials for the company. In 1994, to commemorate her five years with the company, Coca-Cola issued special Selena coke bottles.[79]

The Coca-Cola Company purchased Columbia Pictures in 1982, and began inserting Coke-product images into many of its films. After a few early successes during Coca-Cola's ownership, Columbia began to under-perform, and the studio was sold to Sony in 1989.

Coca-Cola has gone through a number of different advertising slogans in its long history, including "The pause that refreshes," "I'd like to buy the world a Coke," and "Coke is it" (see Coca-Cola slogans).

In 2006, Coca-Cola introduced My Coke Rewards, a customer loyalty campaign where consumers earn points by entering codes from specially marked packages of Coca-Cola products into a website. These points can be redeemed for various prizes or sweepstakes entries.[80]

In Australia in 2011, Coca-Cola began the "share a Coke" campaign, where the Coca-Cola logo was replaced on the bottles and replaced with first names. Coca-Cola used the 150 most popular names in Australia to print on the bottles.[81][82][83] The campaign was paired with a website page, Facebook page and an online "share a virtual Coke".

Holiday campaigns

Coca-Cola Christmas truck in Dresden, Germany.

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The "Holidays are coming!" advertisement features a train of red delivery trucks, emblazoned with the Coca-Cola name and decorated with Christmas lights, driving through a snowy landscape and causing everything that they pass to light up and people to watch as they pass through.[84]

The advertisement fell into disuse in 2001, as the Coca-Cola company restructured its advertising campaigns so that advertising around the world was produced locally in each country, rather than centrally in the company's headquarters in Atlanta, Georgia.[85] In 2007, the company brought back the campaign after, according to the company, many consumers telephoned its information center saying that they considered it to mark the beginning of Christmas.[84] The advertisement was created by U.S. advertising agency Doner, and has been part of the company's global advertising campaign for many years.[86]

Keith Law, a producer and writer of commercials for Belfast CityBeat, was not convinced by Coca-Cola's reintroduction of the advertisement in 2007, saying that "I don't think there's anything Christmassy about HGVs and the commercial is too generic."[87]

In 2001, singer Melanie Thornton recorded the campaign's advertising jingle as a single, Wonderful Dream (Holidays are Coming), which entered the pop-music charts in Germany at no. 9.[88][89] In 2005, Coca-Cola expanded the advertising campaign to radio, employing several variations of the jingle.[90]

In 2011, Coca-Cola launched a campaign for the Indian holiday Diwali. The campaign included commercials, a song and an integration with Shah Rukh Khan’s film Ra.One.[91][92][93]

Sports sponsorship

Coca-Cola was the first commercial sponsor of the Olympic games, at the 1928 games in Amsterdam, and has been an Olympics sponsor ever since.[94] This corporate sponsorship included the 1996 Summer Olympics hosted in Atlanta, which allowed Coca-Cola to spotlight its hometown. Most recently, Coca-Cola has released localized commercials for the 2010 Winter Olympics in Vancouver; one Canadian commercial referred to Canada's hockey heritage and was modified after Canada won the gold medal game on February 28, 2010 by changing the ending line of the commercial to say "Now they know whose game they're playing".[95]

Since 1978, Coca-Cola has sponsored the FIFA World Cup, and other competitions organised by FIFA. One FIFA tournament trophy, the FIFA World Youth Championship from Tunisia in 1977 to Malaysia in 1997, was called "FIFA — Coca Cola Cup".[96] In addition, Coca-Cola sponsors the annual Coca-Cola 600 and Coke Zero 400 for the NASCAR Sprint Cup Series at Charlotte Motor Speedway in Concord, North Carolina and Daytona International Speedway in Daytona, Florida.

Coca-Cola has a long history of sports marketing relationships, which over the years have included Major League Baseball, the National Football League, the National Basketball Association, and the National Hockey League, as well as with many teams within those leagues. Coca-Cola has had a longtime relationship with the NFL's Pittsburgh Steelers, due in part to the now-famous 1979 television commercial featuring "Mean Joe" Greene, leading to the two opening the Coca-Cola Great Hall at Heinz Field in 2001 and a more recent Coca-Cola Zero commercial featuring Troy Polamalu.

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Coca-Cola is the official soft drink of many collegiate football teams throughout the nation, partly due to Coca-Cola providing those schools with upgraded athletic facilities in exchange for Coca-Cola's sponsorship. This is especially prevalent at the high school level, which is more dependent on such contracts due to tighter budgets.

Coca-Cola was one of the official sponsors of the 1996 Cricket World Cup held on the Indian subcontinent. Coca Cola is also one of the associate sponsor of Delhi Daredevils in Indian Premier League.

In England, Coca-Cola was the main sponsor of The Football League between 2004 and 2010, a name given to the three professional divisions below the Premier League in football (soccer). It is also responsible for the renaming of these divisions — until the advent of Coca-Cola sponsorship, they were referred to as Divisions One, Two and Three. Since 2004, the divisions have been known as The Championship (equiv. of Division 1), League One (equiv. of Div. 2) and League 2 (equiv. of Division 3). This renaming has caused unrest amongst some fans, who see it as farcical that the third tier of English Football is now called "League One." In 2005, Coca-Cola launched a competition for the 72 clubs of the football league — it was called "Win a Player". This allowed fans to place 1 vote per day for their beloved club, with 1 entry being chosen at random earning £250,000 for the club; this was repeated in 2006. The "Win A Player" competition was very controversial, as at the end of the 2 competitions, Leeds United AFC had the most votes by more than double, yet they did not win any money to spend on a new player for the club. In 2007, the competition changed to "Buy a Player". This competition allowed fans to buy a bottle of Coca-Cola Zero or Coca-Cola and submit the code on the wrapper on the Coca-Cola website {www.coca-colafootball.co.uk}. This code could then earn anything from 50p to £100,000 for a club of their choice. This competition was favored over the old "Win A Player" competition, as it allowed all clubs to win some money.

Introduced March 1, 2010, in Canada, to celebrate the 2010 Winter Olympics, Coca Cola will sell gold colored cans in packs of 12 355 mL each, in select stores.[97]

In mass media

Coca-Cola has been prominently featured in countless films and television programs. Since its creation, it remains as one of the most important elements of the popular culture. It was a major plot element in films such as One, Two, Three, The Coca-Cola Kid, and The Gods Must Be Crazy among many others. It provides a setting for comical corporate shenanigans in the novel Syrup by Maxx Barry. And in music, in The Beatles' song, "Come Together", the lyrics said, "He shoot Coca-Cola, he say...". The Beach Boys also referenced Coca-Cola in their 1964 song "All Summer Long" (i.e. 'Member when you spilled Coke all over your blouse?)[98]

Also, the best selling artist of all time and worldwide cultural icon,[99] Elvis Presley, promoted Coca-Cola during his last tour of 1977.[100][101] The Coca-Cola Company used the Elvis' image to promote the product.[102] For example, the company used a song performed by Presley, A Little Less Conversation, in a Japanese Coca-Cola commercial.[103]

Other artists that promoted Coca-Cola include The Beatles, David Bowie,[104] George Michael,[105] Elton John [106] and Whitney Houston,[107] who appeared in the Diet Coca-Cola commercial, among many others.

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Not all musical references to Coca-Cola went well. A line in "Lola" by The Kinks was originally recorded as "You drink champagne and it tastes just like Coca-Cola." When the British Broadcasting Corporation refused to play the song because of the commercial reference, lead singer Ray Davies was forced to fly from New York to London and re-record the lyric as "it tastes just like cherry cola" to get airplay for the song.[108]

Political cartoonist Michel Kichka satirized a Coca-Cola billboard in his 1982 poster "And I Love New York." On the billboard, the lettering and script above the Coca-Cola wave read "Enjoy Cocaine."[109]

Health effects

Since studies indicate "soda and sweetened drinks are the main source of calories in [the] American diet",[110] most nutritionists advise that Coca-Cola and other soft drinks can be harmful if consumed excessively, particularly to young children whose soft drink consumption competes with, rather than complements, a balanced diet. Studies have shown that regular soft drink users have a lower intake of calcium, magnesium, ascorbic acid, riboflavin, and vitamin A.[111] The drink has also aroused criticism for its use of caffeine, which can cause physical dependence.[112] A link has been shown between long-term regular cola intake and osteoporosis in older women (but not men).[113] This was thought to be due to the presence of phosphoric acid, and the risk was found to be same for caffeinated and noncaffeinated colas, as well as the same for diet and sugared colas.

A common criticism of Coke based on its allegedly toxic acidity levels has been found to be baseless by researchers; lawsuits based on these notions have been dismissed by several American courts for this reason. Although numerous court cases have been filed against The Coca-Cola Company since the 1920s, alleging that the acidity of the drink is dangerous, no evidence corroborating this claim has been found. Under normal conditions, scientific evidence indicates Coca-Cola's acidity causes no immediate harm.[114]

Since 1980 in the U.S., Coke has been made with high-fructose corn syrup (HFCS) as an ingredient. Originally it was used in combination with more expensive cane-sugar, but by late 1984 the formulation was sweetened entirely with HFCS. Some nutritionists caution against consumption of HFCS because it may aggravate obesity and type-2 diabetes more than cane sugar.[115]

In India, there is a controversy whether there are pesticides and other harmful chemicals in bottled products, including Coca-Cola. In 2003 the Centre for Science and Environment (CSE), a non-governmental organization in New Delhi, said aerated waters produced by soft drinks manufacturers in India, including multinational giants PepsiCo and Coca-Cola, contained toxins including lindane, DDT, malathion and chlorpyrifos — pesticides that can contribute to cancer and a breakdown of the immune system. CSE found that the Indian-produced Pepsi's soft drink products had 36 times the level of pesticide residues permitted under European Union regulations; Coca-Cola's soft drink was found to have 30 times the permitted amount. CSE said it had tested the same products sold in the U.S. and found no such residues.[116] After the pesticide allegations were made in 2003, Coca-Cola sales in India declined by 15 percent. In 2004 an Indian parliamentary committee backed up CSE's findings and a government-appointed committee was tasked with developing the world's first pesticide standards for soft drinks. The Coca-Cola Company has responded that its plants filter water to remove potential contaminants and that its products are tested for pesticides and must meet

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minimum health standards before they are distributed.[117] In the Indian state of Kerala sale and production of Coca-Cola, along with other soft drinks, was initially banned after the allegations, until the High Court in Kerala overturned ruled that only the federal government can ban food products. Coca-Cola has also been accused of excessive water usage in India.[118]

The 2008 Ig Nobel Prize (a parody of the Nobel Prizes) in Chemistry was awarded to Sheree Umpierre, Joseph Hill, and Deborah Anderson, for discovering that Coca-Cola is an effective spermicide,[119] and to C.Y. Hong, C.C. Shieh, P. Wu, and B.N. Chiang for proving it is not.

Integrated marketing communicationsFrom Wikipedia, the free encyclopediaJump to: navigation, search

It has been suggested that this article or section be merged with Marketing communications. (Discuss) Proposed since October 2009.

Integrated Marketing Communications (IMC) is defined as customer centric, data driven method of communicating with the customers. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost.[1] This management concept is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation

Advertising is defined as any paid form of non personalcommunicationaboutanorganization,product,service,orideabyanidentifiedsponsor.Coca-Colausestheconceptofaggressiveadvertisingtopromoteitsproducts.Thusadvertisingisthemostimportantmarketingtoolforthecompanyasithastocatermassconsumermarkets.Theymainlydoesnationaladvertising.Companyintroducesdifferentthemesandconceptstoselltheirproductandadvertisesmainlyinelectronicmediaandoutofhomeadvertising.Theseadvertisementsbuildbrandimageandcreateawareness.BignamesofIndianfilmindustrymainlybecomethebrandambassadorsoftheCompany.Throughouttheyears,theslogansoftheCoca-Colahavebeenmemorable.ForE.g.ThandaMatlabCola-Cola

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Coca Cola recreates the magic of ‘Open Happiness’ this summerThe 60-second ‘Cricket ki Khushi’ TVC starring Sachin Tendulkar has been conceptualised by Lowe Lintas, and written by R Balki and his creative team

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BestMediaInfo Bureau | Delhi | May 28, 2012

Adding gulps of happiness in a scorching summer, Coca-Cola has launched its latest communication campaign, ‘Cricket ki Khushi’, featuring the brand’s ‘Happiness Ambassador’ and cricket legend Sachin Tendulkar. The campaign celebrates India’s most loved sport, cricket, which transcends all boundaries, opening happiness for people across the country, just like enjoying a bottle of Coca-Cola.

The communication is built around the unparalleled joy and happiness Indians derive from cricket. Brand Coca-Cola provokes ‘happiness’ by celebrating spontaneous moments of happiness around us. In the new campaign, Tendulkar urges people to keep playing, be happy and enjoy Coca-Cola.

The 60-second TVC has been conceptualised by Lowe Lintas & Partners, written by R Balki and his creative team, and produced by Amit Sharma of Chrome Films.

The film opens with a group of youngsters in an arid region, kicking off their slippers and starting a game of cricket, completely unperturbed by their surroundings. A group of onlookers cheer the players and join in with the indomitable spirit of the game even as the temperature soars. The film shows Tendulkar signing off by encouraging everyone to keep playing and be happy!

This campaign is an extension of Coca-Cola’s two very successful campaigns – ‘Reasons to believe in a Happier Tomorrow’ and ‘Teen Sharing a moment over Coca-Cola’ – launched earlier this year.

“Through the latest ‘Cricket ki Khushi’ campaign, brand Coca-Cola celebrates the real passion and joy experienced by all us through the game of Cricket,” said Anupama Ahluwalia, Vice President – Marketing, Coca-Cola India and South West Asia.

Speaking about the campaign, R Balki , Chairman and Chief Creative Officer of Lowe Lintas, said, “Cricket is this country’s true happiness. The weather, the playground, the national team’s performance, nothing can stop millions of people playing and experiencing the joy of this game and Coca-Cola celebrates this true happiness of the land with the Cricket ki Khushi campaign.”

In addition to leveraging mass media, the entire communication effort will be complimented by a range of initiatives including OOH media, radio, Internet, in-store and on-ground activation across all key markets.