Coca-Cola Company, an Atlanta U.S based beverage giant has celebrated 134 years of sharing happiness, and refreshing the world amidst pomp and pageantry.
To celebrate its amazing accomplishment of 134 years of brand and marketing success, The Coca-Cola Company has restated its commitment to making a brand difference in the world of marketing. For the last 134 years, Coca-Cola has been sharing happiness and refreshing the world.
Remaining innovative while staying true to simple principles, making human connections, and creating branded experiences are all global marketing strategies that have contributed to Coca-Cola’s place as an industry leader, even after 134 years.
Commenting on the celebration and brand success, Amaka Onyemelukwe, Manager Public Affairs, Communications & Sustainability at The Coca-Cola Company, said: “Today, we are proud to celebrate 134 years since John Pemberton poured the first Coca-Cola in Atlanta in 1886.Though much has changed since then, much remains the same.
“One thing that has remained the same is refreshing hearts and homes! Cheers to 134 years of making a difference. We appreciate everyone for believing in us.”
Speaking on the Company’s 134th years of operations, Marketing Manager (Associate Director) Mr. Abiodun Ajiborode said only very few companies can boast of decades of active and profitable business operation. Coca-Cola remains an exemption.
His words: “Globally, only few companies can boast of decades of active and profitable business operation. Coca-Cola remains an exemption.”
For 134 years, the Company has refreshed millions of consumers across the world”, he stated. He, however, wished the company another successful one hundred years ahead.
Originally marketed as a temperance drink and intended as a patent medicine, Coca-Cola was invented in the late 19th century by John Stith Pemberton and was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coca-Cola to its dominance of the world soft-drink market throughout the 20th century.
If the purpose of advertising is to make people associate a slogan with a brand, Coca-Cola can be said to have produced some great ones throughout its nearly 134-year history. A few short weeks after the drink was first served in Jacobs’ Pharmacy in 1886, Coca-Cola’s first ad featured one of its longest-running slogans: “Delicious and Refreshing”, and those two words have been appearing in one way or the other on almost every ad or piece of Coke’s marketing.
At over a century old, Coke remains an industry leader both in product sales and marketing. Coca-Cola has also changed the marketing business across the globe, as a significant part of its success remains its emphasis on brand over product.
Despite having grown into a massive global industry with innumerable products, Coca-Cola has never deviated from its timeless and basic ideals. Throughout the decades and multitudes of marketing campaigns, Coca-Cola has remained consistent when communicating one strong and effective message: pleasure.
What’s more, in all Coca-Cola’s marketing campaigns, enduring, simple slogans such as “Enjoy” and “Happiness” never go out of fashion and translate easily across the globe. Regardless of its status as a global icon, Coke understands that it has to find a way to speak to consumers at a more personal, localised level. For example, the company’s “Share a Coke” campaign which was initially introduced in Australia later successfully expanded to over 50 countries. Each country’s offerings are customised to its local culture and language, with the most popular names of each region printed on cans and bottles in place of the company’s moniker. This campaign is the perfect example of effectively applying a localised positioning strategy to a global market.
Coca-Cola has also been consistent in its target to collect and recycle the equivalent of all its packaging by 2030.