2. 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.

3. BRAND HISTORY
Cocoa- Cola really took off in 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 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!

4. 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

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

6. BRAND EXTENSIONS

7. 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

8. 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 +

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

10. 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:
PlantBottle packages are made with up to 25% plant-based material – a renewable resource.

11. 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

12. 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

13. SOURCES http://www.worldofcoca-cola.com/about-us/coca-cola-history/