Today this brand is known to any person. The Coca-Cola logo is recognizable – rounded letters on a red background, folding in truly sacred words. The brand is so successful that experts estimate the name of the company at 70 billion dollars. But the start was not easy.
Sales of carbonated beverage in the first year brought the creators of the company only losses. On average, only 9 people bought Coca-Cola every day. The annual revenue was only $ 50, while $ 70 was spent on production. However, with the growth of popularity there was also a profit.
And the story of a successful business with a small one began. Amateur chemist John Stith Pemberton, who owned a small pharmaceutical company in Atlanta, May 8, 1886 at home created an unusual recipe. At that time, the former army captain was forced to somehow spin to make ends meet. To the aid came a long-standing childhood interest in chemistry, which allowed us to open a pharmaceutical company. Brewing a new syrup, Pemberton called to share his discovery of his friend, accountant Frank Robinson. He appreciated the new drink and advised to keep the magic recipe. Sweet and thick syrup was offered for sale in the largest city pharmacy. You could buy a glass of drink for 5 cents.
The main components of the drink were then: three parts of the coca leaf (of which cocaine was obtained) for one part of the nuts of the tropical cola tree. A new drink was patented, as a cure for any nervous disorders. A thick syrup was sold through a machine gun. Pemberton himself claimed that his drink could even heal impotence, and it also helps to get rid of addiction to morphine. In those days, cocaine was not considered banned, it was freely sold. That’s why the substance was often added to drinks along with alcohol, making them toning. So Coca-Cola was not an innovator in this respect.
The name for the product came up with Frank Robinson. He, possessing the gift of calligraphy, and derived the words of Coca-Cola with beautiful letters, which remained today on the logo. The new name and its inscription were registered as a trademark in the Patent Office. This was an extremely wise measure, because many competitors then repeatedly attempted on the corporate style.
After the first uncertain steps, it’s time to develop. By the end of 1886 Coca-Cola had become an effervescent drink. It is said that a thirsty Southerner looked in at the pharmacy and ordered a glass of syrup. The lazy seller did not want to go for water and offered to dilute the soda drink. This combination was so popular with the buyer that soon Coca-Cola was sold only together with soda.
In the same year in Atlanta introduced a dry law. People immediately began to buy more “Coca-Cola”, the business began to grow. Only now, Pemberton’s health deteriorated, and there was not enough capital for development. He had to sell his formula and production to create a drink for his partners. Two-thirds of the share was bought by the pharmacist Venable, who invented an effervescent option.
Pemberton carefully described the classified recipe carefully for resale: lemon oil, lime oil, nutmeg oil, muscat extract, coca leaf extract, vanillin, citrus acid, orange elixir, neroli oil (from orange tree flowers) and caffeine. For his discovery, the inventor received two thousand dollars. But this money did not help him. August 16, 1888, Pemberton died actually in poverty and was buried in a cemetery for the poor. Only 70 years later, a tombstone appeared on his grave.
The company was obliged to the active president to its new step in development. He did not tire of coming up with new marketing campaigns. So, Kandler offered pharmacies syrup in exchange for names and addresses of regular customers. Then they were sent coupons for the purchase of a free glass of Coca-Cola. The calculation was that the drink would be so popular with visitors that they would certainly order it again.Candler actively sold and calendars, watches and just souvenirs with his trademark, then it was a wonder. The President started an advertising campaign “Drink Coca-Cola!”. Thanks to these actions, business rapidly developed.
In 1906 Coca-Cola came to other countries – to Cuba and Panama. There, the company had to face a problem – mass forgery. For the investigation, even detectives from the famous Pinkerton agency were hired.
Until 1894, the drink was sold for spilling. This continued until the owner of the store in Vicksburg, Joseph Bidenharn, decided to pour Coca-Cola into bottles to facilitate transportation to the plantation. And in five years the new system of flooding was unfolding with might and main. Candler saw no benefit in it and sold the right for just a dollar. But only in 1928 volumes of sale of the bottled drink exceeded the spill. In 1916, an original bottle of Coca-Cola appeared, which helped to stand out a drink among competitors.
Invented an unusual bottle with a “waist” Benjamin Thomas. He bought the right to sell the drink in bottles. In search of ways to increase profits, Thomas also found a form that allowed to distinguish his product. The bottle could be recognized in the dark and to the touch, and even by the fragments it is understood that it was Coca-Cola. And helped to come up with an unusual form of fashion. Since 1914, women have started wearing skirts-years, intercepted below the waist. Such proportions perfectly suited for bottles, which went to the benefit of sales. By that time, the bottled drink was produced for 15 years, by the beginning of the 1920s the number of factories selling Coca-Cola in glass containers exceeded one thousand. In 1977, the contour bottle was registered as one of the trademarks of the company.
To the advertising companies connected Santa Claus, which became the nail of Christmas advertising soda water. The image was so successful that many Americans in general believe that Santo came up with “Coca-Cola”. After all, the wizard is dressed in corporate colors and always carries a recognizable bottle with him. In 1931, an American artist Haddon Sundblom commissioned “Coca-Cola” invented a red and white suit for Santa. Until then, the wizard dressed in what would have to. The artist came up with Santa’s face, just pretending to be himself.
There are many small, but such convenient inventions associated with a drink. So, in 1933 there were the first vending machines for the sale of Coca-Cola bottles. Six-packs appeared in the stores, six packs of bottles. The company came up with portable refrigerators that could be installed in any store. This allowed the consumer to become much closer to the final product.
In 1919, Aza Kandler sold his brainchild to a banker from Atlanta Ernst Woodruff and a group of investors for $ 25 million. In 1923 the company was headed by Robert Woodruff, the 33-year-old son of the owner. He headed Coca-Cola for 60 years, becoming her real legend. Robert focused on the quality of the drink. During his tenure, he established the Coca-Cola Export Corporation Corporation, which developed business all over the world.
A uniform standard for the production and sale of a bottled beverage was approved. In 1928, the Americans brought a thousand boxes of Coca-Cola to the Olympic Games. Since then, the drink has become firmly associated with sports. “Coca-Cola” also sponsors the Olympics, World Cups and Hockey Championships, tennis and other sports.
напи Before the Second World War, the drink was sold in 44 countries. Itself “Coca-Cola” at this time already with might and main fought with its main competitor – Pepsi. Robert Woodruff said that during the war every person in uniform, wherever he was, should be able to buy a bottle of Coca-Cola for 5 cents. As a result, more than 5 million bottles were sold during this time.
In 1958, in the assortment of the company appeared “Fanta”, and in 1961 – “Sprite”. Since 1960, Coca-Cola has been sold in tin cans. In 1979 the company was headed by Roberto Gozueta.And in 1985 the legendary drink visited space.
Today, Coca-Cola consists of 11 large spill companies that have a state scale and dozens of individual non-consolidated bottlers. Today the company produces about 200 varieties of drinks. “Coca-Cola”, “Fanta” and “Sprite” occupy about 80% of the world sales of the company. One only “Fantas” there are 70 varieties. Coca-Cola also produces juices, cold teas and coffee. The company’s products are sold in almost 200 countries, every day about a billion units are sold.