BRAND HISTORY In 1886, Dr. John Pemberton (Pharmacist) created a flavored syrup that when mixed with carbon water it tasted delicious. Thus Cocoa-Cola was born in a local neighborhood pharmacy, Jacob’s Pharmacy. The brand name came from the mind of Pemberton’s bookkeeper Frank Robinson. Robinson felt the double C would look nice in advertisements. He also designed the first of Cocoa-Cola’s iconic script logos. In 1888, Asa Candler, an Atlanta business man, would become the company’s first president and turn it into a true business with a promising vision. Cocoa-Cola has sprung from humble beginnings of selling 9 bottles a day to making over 10 billion gallons today.

BRAND HISTORY Cocoa- Cola really took off in 1894. This was the year that Joseph Biedenharn created machinery to bottle the drink, being the first person to make it portable. Just 5 years later after Candler sold the company the drink was put into a large scale bottling production. The three businessmen, Thomas, Whitehead, and Lupton created a worldwide bottling system. Cocoa-Cola was starting to find its voice in a competitive soft drink market. The classic curved bottle went into production in 1916, and was trademarked in 1977. From this day forward Cocoa-Cola’s marketing efforts really took off. They bought the rights for just one dollar! The Root Class Compnay won a contest to design the bottle!

MAJOR BRAND MOVEMENTS 1970’s Popular Ads “I’d like to buy the world a Coke” Hilltop Singers “Have a Coke and Smile” Mean Joe Greene Commercial 1980’s Popular Slogans “Coke is it” “Can’t Beat the Feeling” 1886 Promotional coupons & newspaper ads 1993 Always Cocoa- Cola Campaign (Animated polar bear ad series) 2003 Keeping it Real Campaign 2009 Open Happiness & Live Positively Campaign 2011 125 years of happiness Campaign 2013 Share a Coke (Name) Campaign 2017 Taste the Feeling Campaign

BRAND EVOLUTION 1880’s 1890’s 1940-60’s 1950-60’s 1960’s 1980’s 2003 2007 2011 2013 2017

BRAND EXTENSIONS

BRAND MISSION Cocoa-Cola’s Company Mission: To Refresh the world To Inspire moments of optimism and happiness To create value and make a difference Ever since the Post WWII era Cocoa-Cola has angled itself to be apart of a social and happy American lifestyle

BRAND ESSENCE Visual Aesthetic Typeface: Classic Cocoa-Cola Script & Sans-Serif type Colors Red and White are the main colors in the logo – Black is used minimally in other products such as Diet Coke and in package designs Composition Clean Minimal Bold Colors – High Contrast Imagery – in ads Social Interactive Fun Community/Youth Driven Close/Personal Colorful Active Soft focus +

PERSONALITY Happy & Fun Refreshing Joyful Sharing Community Driven/Diverse Youthful Social Optimistic Creative Classic

ATTRIBUTES Tangible Features Bottle Glass Plastic Aluminum Case New PlantBottle PET packaging Aluminum Case Cardboard Cocoa-Cola strives for ethical and community based production Buy certain materials from minority owned businesses Ingredient Information: http://www.coca-colaproductfacts.com/en/coca-cola-ingredients/#glossary-C PlantBottle packages are made with up to 25% plant-based material – a renewable resource. http://www.coca-colaproductfacts.com/en/frequently-asked-questions/#faq-whatisthedifferencebetweenplantbottleandpetplasticbottle

BENEFITS What does Cocoa-Cola do for you? Refreshing Cooling Delicious Taste Caffeinated - Stay alert & energized Healthier Options - Wide Range Diet Coke Coke Life – Sugar Extract Coke Zero – 0 calorie Carbonated Beverage Social Drink Globally known/trusted brand Portable – Various Sizes Readily Available Relatively Inexpensive

VALUES Good Quality Diverse – Global Market Passionate Company Integrity Leadership – Shaping the future Collaboration/Interactivity – Responsive to Change Other organizations – Olympics, Sports groups & Customers Sustainability & Giving Back Packaging, Workplace Rights, Climate Protection

SOURCES http://www.worldofcoca-cola.com/about-us/coca-cola-history/ http://www.coca-cola.co.uk/stories/history/heritage/our-story-1886-1892--the-beginning http://www.coca-colajourney.com.au/stories/a-history-of-coca-cola-advertising-slogans http://www.coca-colajourney.com.au/stories/trace-the-130-year-evolution-of-the-coca-cola-logo http://www.coca-colacompany.com/our-company/mission-vision-values http://www.adweek.com/adfreak/here-are-25-sweet-simple-ads-coca-colas-big-new-taste-feeling-campaign-169075 http://www.thekongblog.com/2016/05/origin-evolution-of-coca-cola.html