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JohnStith

Pemberton

Born

July 8, 1831Knoxville, Crawford CountyGeorgia, USA

Died August 16, 1888 (aged 57)Atlanta, Georgia

Nationality American, Confederate

Occupation Chemist

Spouse Ann Eliza Clifford Lewis

Children Charles Ney Pemberton

In 1886, he was experimenting with combinations of ingredients to try to develop a new drink. Then he took it to Jacobs’ Pharmacy. Jacobs’ Pharmacy started selling it as a medicine for five cents a glass.

In the first year, Pemberton sold just nine glasses a day, which made him around $50

First named Pemberton’s French Wine of Cola, the alcohol in the drink was quickly replaced by sugar to make it more appealing to drink.

The drink was renamed Coca-Cola by Pemberton’s bookkeeper, Frank Robinson, who also wrote the name for the logo in the distinctive script that is still in use today.

The name is derived from two key ingredients,

taken from leaves from the coca plant, and the caffeine-rich kola nut.

($1,140 today). It had cost Pemberton $70 to create and advertise the drink.

Candler had a vision for the brand,to turn the now-popular drink from a beverage

into a business.

Asa Griggs Candler

Asa Griggs Candler bought the rights to the drink for $2,300 ($52,400 today).

He disbanded the pharmaceutical arm of the company and partnered with his brother, John Candler and Pemberton’s bookkeeper Frank Robinson.

Together they raised $100,000 ($2,280 today),.

In 1891, Candler had full control of the business, and within a year, he had increased the sale of Coca-Cola syrup tenfold.

In 1892 the company was incorporated, and The Coca-Cola Company was officially born.

marketing campaign

They began a huge marketing campaign, using new advertising techniques. To spread the word, he gave away coupons for free Coca-Cola tasters in newspapers, and offered pharmacists two gallons of the syrup, if they would agree to give away one gallon’s worth as free samples when people produced his coupon.

The combination of this strongly branded approach and a drink which almost everyone loved, worked wonders, and sales grew fast.

By 1895, just four years later, ‘Coca-Cola is now consumed in every state and territory in the United States’.

In 1899, two lawyers from Chattanooga, Benjamin F Thomas and Joseph B Whitehead secured exclusive rights from Candler to bottle and sell the beverage in nearly all of the

USA. They opening bottling plants in Chattanooga and Atlanta.

The first sub-licensed bottler began in 1900, and by 1909, there were 400 Coca-Cola bottling plants in the country.

marketing campaign

By the turn of the century, Candler had increased Coca-Cola’s sales 40 times their 1890 level, and his continuing advertising campaign

and his free samples had spread the name ‘Coca-Cola’ across America.

Ernest Woodruff

Mission : to go global Vision : to create a brand that was ‘in

arms’s reach of desire’.

After nearly three decades of turning the drink into a substantial and successful business, Candler eventually sold the business in 1919 to Ernest Woodruff for $25

($341m today).

During the 1920s and 1930s woodruff set his sights on international expansion. By the time Woodruff took over in

1923, Coca-Cola was strongly established in North America, had some bottling arrangements in South

America, and had just opened its first European bottling plant in France.

In 1926, Coca-Cola set up a Foreign Department, which became the Coca-Cola Export Corporation in 1930.

Coke’s wartime effort

Throughout the Second World War, Coca-Cola continued to manufacture, even offering the

drink for five cents to any serviceperson, whatever country they were in, no matter the

cost to the company.

64 bottling plants opened during the war, and more than five billion bottles of Coca-Cola were

consumed by service people.

These wartime bottling plants were later converted and run by local civilians, who

continued to produce and sell the drink even after these Americans had left.

Post-war America was the perfect place for Coca-Cola to expand – people were embracing a carefree

lifestyle, and Coca-Cola’s advertising mirrored this desire.

It introduced Fanta in the 1950s, followed by Sprite in 1961, TAB in 1963 and Fresca in 1966. The

company acquired the Minute Maid Company in 1960, branching out into juice. New lines of Coca-Cola were also rolled out, including bigger bottles

and metal cans in 1960.

Promoting global happiness

Roberto C Goizueta

In 1921, Roberto C Goizueta became chairman of the board of directors and CEO of The Coca-Cola Company,

and decided to take the company forward with a strategy he called ‘intelligent risk taking’.

Goizueta’s riskiest initiative began in 1985, when he released a new-tasting Coca-Cola. Coke’s share of the

soft drinks market had decreased from 60% to less than 24% in 1983.

Coca-Cola received over 40,000 pleading letters to have their old drink back again. The company listened,

they started supplying the original Coca-Cola again, labeled Coca-Cola Classic.

During the 1990s, Coke made its presence known in the sporting world, sponsoring

the Olympic games, FIFA World Cup, Rugby World Cup, and the National Basketball

Association.

Flying high

In 1999 The Coca-Cola Company purchased the soft drinks brands of Cadbury Schweppes plc in various

countries, including Great Britain. this expanded the existing product range of

beverages.

Where are they now?

The Coca-Cola Company now owns more than 400 brands and sells more than 1.5 billion

beverage servings each day. Over its lifespan, it has produced more than 10 billion gallons of

syrup.

The company employs over 90,000 people and is headed up by Muhtar Kentm president and CEO.