Keep on Twistin’

7 Dec


How can a brand that is already incorporated into over 200 countries daily ways of living become even more successful? I have previously mentioned in one of my blogs that the Coca-Cola brand is recognized by 94 percent of the world, so what do they do? Do they try and get that last six percent? Well, that doesn’t really seem plausible because if that six percent hasn’t heard of you by now, then they probably will not hear about you anytime soon. So, get bigger. Get better. Become even more sustainable. Create new products that can help to change the world and the way we live. With a little tweaking to the ideas, Coca-Cola could continue to rise.

It can be hard to imagine that a global brand like Coca-Cola could become even more successful than what they already are, but it seems as though that positive outlook is definitely in their plans. It would be silly for a company to think they couldn’t expand anymore because then they are not giving their brand a fair and fighting chance. Coca-Cola has already revolutionized the image of the bottle and even the can. With the can and bottle both being recyclable, Coca-Cola has been very focused on sustainability and trying to become more green.


Coca-Cola has been working on a new PlantBottle that will help the company to be even more sustainable now and in the future. When I first read that PlantBottle was becoming a thing, I had no idea what it meant. A traditional Coke bottle is created from petroleum and other fossil fuels, while the new PlantBottle uses materials that are 30 percent plant-based. The company was hoping that they wouldn’t have to sacrifice anything for this new process. As of 2011 there were nine countries that used the PlantBottle. Those countries consisted of Denmark, Western US, Western Canada, Japan, Brazil, Mexico, Norway, Sweden and Chile. This bottle has a very different manufacturing process, therefore it takes more to process. Coca-Cola has planned to produce two million of the bottles by 2010 and had exceeded that, producing 2.5 million bottles.

They have had there rough patches though. According to, “In 2010, Coca-Cola CEO Muhtar Kent had revealed his thoughts on the results of the companies focuses; he states: ‘There was a period when our company did lose its way,’ he said. ‘We were too internally focused and not focused enough on the changes taking place with our consumers and customers. In essence, we were too busy looking at the dashboard and were not sufficiently paying attention to the world outside of our windshield.’”

Coca-Cola is a company that will continue to be around in the centuries to come. With how much power they already have, I can only imagine what they could grow into. In conclusion of this blog, I encourage everyone to just keep calm. And drink Coke. 



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Friend Request? Accept.

23 Nov

We are number five. Number five on the list of the company with the highest amount of Facebook likes. Interestingly enough, the top three brands on Facebook are actually Facebook related. Number one is “Facebook for Every Phone,” number two is “Facebook” and number three is “Facebook Russa.” And I suppose we can give number four to YouTube because it only seems fair that another form of social media should have a lot of likes. However, we will take number five! With 76,186,142 likes, I’d say that’s a pretty monumental number. I knew that Coca-Cola would have a lot of action on their Facebook page but there is no way I could have predicted that number.

Then there is the companies Twitter page. With 2,167,332 followers on their main Coca-Cola page, the company is doing very well for themselves. There are other Twitter pages off of this main Coca-Cola page for the company as well. There is Coca-Cola Mexico, Coca-Cola Racing and Coca-Cola Brazil, just to name a few.

This company is really proving themselves to be in the fore front of the social media world and they do not have plans to stop anytime soon. On their home website,, they have actually included all of their social media principles because this is becoming so important to most companies. There are statistics that show that on average Americans spend 11 hours a day on some form of Social Media so why wouldn’t companies start to utilize that?

These Social Media Principles according to state that “the Company makes certain commitments concerning how we interact with the public and each other, and these commitments apply to interactions that occur on social media platforms as well. We expect the same commitments from all Company representatives, including Company associates and associates of our agencies, vendors and suppliers.” A couple of the five principles are that “Coca-Cola will be transparent in every social media engagement,” and they will “respect copyrights, trademarks, rights of publicity and other third-party rights.”

Social Media seems to be very important to this company, especially if they have created designated policies on their website. They also have employees who are responsible for the social media of the company, and it seems that more and more companies are creating these positions now-a-days.

All of this information is just another solid reminder that Coca-Cola is a global brand. If they can have that many Facebook likes and Twitter followers, then they are definitely prevalent in countries throughout the entire world. With how much technology has changed over the past decade or so, it is no surprise that social media has changed the way people interact. Some may think it is for the worst, but for companies that need the interactions and the publicity, social media can help boost those sales and keep them in the forefront of the public.


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International Coca-Cola 101

16 Nov

It only takes one idea to change the world, or how people may look at the world. One simple idea that is made in someone’s kitchen can be just the thing to take the world by storm. Whether it was the assembly line by Henry Ford, the staple by Charles Henry Gould or Coca-Cola by Jon Pemberton, they may not have realized the impact they would have on the world. When Jon Pemberton originally created Coca-Cola in 1886 I’m sure he could only hope the idea would grow to be what it is today. Let alone believe the product could grow large enough to become an internationally recognizable brand that everyone wants to get their hands on. The competition can only yearn to become as popular and strong as Coke.

I know that I have previously mentioned in my other blogs that Coca-Cola is in over 200 countries worldwide. I never mentioned that Coca-Cola can actually be found in every country world wide but two of them. I don’t think that Mr. Pemberton could have ever guess that Coca-Cola’s international revenue actually makes up 60 precent of their net revenues. That means that more than half of Coca-Cola’s earnings do not even come from the United States.

Coca-Cola wouldn’t have the success if their product/products were not good. If consumers do not like a product then that product won’t be successful in the marketplace. This is a product that ranks very high throughout many countries because they strive to help those countries. They started their “Make Tomorrow Better” campaign in the late 2000’s and since then the brand has only become more successful. Coca-Cola release an advertisement aimed towards their Egypt market in 2011. Right in the midst of the Arab Spring uprisings. This commercial’s goal is to show people that even in the midst of dysfunction, people need to work together to create a brighter future because it doesn’t come as simply as people want it to. Ahmet C. Bozer stated the idea was to make this specifically for Egypt and “the ad takes place in a gray, gloomy Tahrir Square, and the citizens are literally opening up the clouds to make the sun come out. It’s the Coke promise of optimism and happiness that the brand creates.”

Retrieved from

With teams all over the world, Coca-Cola really wants to dig deep and find out how they can help countries throughout the world. They aren’t a company whose sole purpose is to serve one country. They seem to want to help everyone in any way they can. Companies will always have competition and their will always be consumers who don’t agree with their products, but it is important to not be discouraged from that and just continue to make great products. So, just keep calm and drink coke.


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All Over the World People are Drinking Coke

9 Nov

What is it about Coca-Cola that makes people go wild? Is it the refreshing beverage itself? The brand image? Or, is it something completely different? Well it is possible that it could be any one of those options, however, Coca-Cola is so much more than the beverage Coke. Coca-Cola also owns a lot of other beverages, over 1,000 to be exact, such as Nestea, Powerade, Minute Maid and Vault, just to name a few. With all of the different products offered by Coca-Cola, there seem to be a couple different target markets they try to tap into.  

The first of those target markets would be those people that just want a strong flavor. Coca-Cola also owns companies that make alcoholic drinks so it is no lie that alcoholic drinks would be considered a strong flavor. While alcoholic drinks do not make up a lot of Coke’s revenue, they are definitely a contender.

The other target market that Coca-Cola seems to deal a lot with is the market that is more health conscious. From Smartwater and Powerade to just plain old Dasani, Coke is there to help promote a healthy lifestyle for people of all ages. Yes, they are a company that has their fair share of maybe not-so-good for you drinks, but they are there to give us all the alternative options as well.

Coca-Cola is a company known all over the world. In fact, the red and white logo is actually recognized by 94 percent of the world’s population and the company is worth an estimated 74 billion dollars which is more than Budweiser, Pepsi, Starbucks and Red Bull combined. So how does a company like this target to different demographics? Simple, they go to where those different demographics are. In particular, the many places of the world. Coca-Cola has products in almost 200 countries worldwide so they are no stranger to international business.

Because Coca-Cola has so much prestige all around the world, the company will actually go into developing countries and build roads so that their products are able to get shipped throughout. They not only want customers to buy their product, they also want customers to see that they are willing to help out those countries in need. It may seem to be for selfish reasons, but it is really helping out the world.

Another demographic related to international marketing that Coca-Cola really caters too is countries whose primary language is something other English. Coke’s logo is actually translated into many other languages so that everyone is able to read the red and white label. I promise you, it will always translates the same. It will always translate into a name that people know to be one of the most refreshing and profitable drinks in the entire world.  



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Women, Santa Claus and Polar Bears

2 Nov

Coca-Cola’s first advertisement.
Photo courtesy of

Can you imagine seeing an advertisement now-a-days that only has words on it? No logo, no graphic, whatsoever. Coca-Cola’s very first advertisement, created by the inventor himself, was exactly that. It said “Coca-Cola” and then had a few descriptors to describe the drink, but it worked. The beverage sold. That ad eventually turned into a longer newspaper ad that helped to start this company into the right direction and eventually helped them to develop into the iconic brand that it is today.

It it important to realize that a brand does not create an image, we create the image and then relate it to the company or brand. Coca-Cola does have a history of using famous images, or icons, to help boost their products sales.

In the beginning, high-class looking women were used to try and sell the product because they gave off an appearance of elegance that only a woman in a feathered hat could give. They were often shown sitting within a group of women enjoying the ice cold beverage.

It wasn’t until the 1930’s that Coca-Cola started to use the Santa Clause image that we all know, love and associate with a drink of Coke. Coca-Cola actually transformed the Santa Clause image into the jolly man we know it today to be. They came up with the creative idea that even the world’s busiest man would take a break to have a drink of Coke. The Santa Clause image of Coca-Cola last for about three decades and even today the idea is still used around the holidays.

Another important factor that helped Coke was that previously most of the advertisements showed people holding glasses of Coke. They were not really shown holding a bottle of Coke because it was more common for people to go out and get a glass with a sit-down type of meal. In the 1960’s the focus shifted towards the bottle idea of the drink. People could now take the drink wherever their heart desired. Advertisements were now centered on the iconic Coca-Cola bottle and the idea that it is “the real thing.” “Real life calls for real taste. For the taste of your life – it’s Coca-Cola. Here and Now.” Was plastered all over the advertisements because Coke is the drink to be refreshed with. It may not be the only, but it is, and always will be, the best.

And who could forget about the polar bears created in 1993 to help the drink refresh the world? As I have previously mentioned in another blog of mine, the polar bears have been a huge icon for Coca-Cola throughout the past two decades and are shown all around. When I think of a polar bear, I instantly think of Coca-Cola and that is exactly how companies create images for their consumers.  



Coca-Cola Advertising Through the Years. Retrieved on October 31, 2013 from

Keeping it Clean

12 Oct

It would be completely crazy to think that large global companies have not gone through some sort of controversy while they have been in existence. Whether or not a company can come out on top after facing a tough situation really shows whether or not they will be able to be successful. Because of the fact that all companies and situations are different, they all may be handled differently. How the situation or controversy is handled can make or break the company. Coca-Cola is a company that has typically had a pretty clean image but they do have a couple of controversies under their belt.


A controversy that Coca-Cola had to deal with a few years ago was actually meant to be for a good cause. Coke decided to change the coloring of their regular Coca-Cola can to an all silver and white can that ended up replicating the look of their Diet Coke can. This can was created to help support the global mission to help save the polar bears, one of Coke’s most iconic images related to their brand. Coca-Cola joined with the World Wildlife Fund to help this mission and donated $3 million in the hopes that Coke’s loyal customers would donate money as well.


So why would this effort to help out another organization create this controversy? Well it all started when people would go to grab what they thought was a Diet Coke from a shelf and it turned out to be regular Coke. Some people may think that this is not something that should develop into a big deal but what about the people that can only drink Diet sodas because of dietary issues? This could cause potential problems. Consumers thought that Coke did not think about the fact that this new can resembled an already existing can way too closely. Coca-Cola ended up pulling that design out and swapped it out for the original red can with polar bears along the bottom.

The other main controversy that I want to bring up dealing with Coca-Cola was actually a little more controversial than what color a can was. A family in Edmonton turned over the lid of a Vitamin Water, which Coke owns, to read what was on the cap and it read “you retard.” They were shocked to see this on a bottle cap and instantly wrote a letter to Coca-Cola to complain about the situation. Coke was doing a campaign where they included one French word and one English word on their caps and in English the word “retard” has a negative connotation associated with it. Coca-Cola issued a statement to the family and stated that the language for the caps had been reviewed but somehow that statement had been overlooked. Coca-Cola has whether most of their controversies very well and this is one reason why they have always been known as a pretty clean company.



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Coca-Cola ‘You Retard’ Bottle Cap Forces Company to Apologize to Edmonton Family. Retrieved on October 11, 2013 from

The New Coke.. Yay or Nay?

5 Oct

Changing the formula of one of the most iconic soft drinks in the entire world was a huge marketing decision for Coca-Cola. Let’s just say, it may not have been one of their smartest marketing decisions ever. Before we get more in depth into this issue, we should probably go back to the beginning and see why the company thought this may have been a good idea

Coca-Cola is a brand that has not changed a whole lot over time because it simply hasn’t needed to. It has been the number one soft drink in the world for many years so it is pretty safe to say they were, and are, doing well for themselves.

Their logo started off in 1887 using a simple script font and the words Coca-Cola with a scripty black swoosh underneath. The logo really did not change a whole lot until the 1960’s when the marketers behind this brand decided to change the black words to a unique red and white design. The font itself of the logo has never really changed and besides changing the colors to red and white, the new design has not changed a whole lot either. In 2003 they tried to add in some bubbles and a yellow line but reverted back to the old version in 2007. So don’t worry, it doesn’t seem as though it will be changing again anytime soon.

So what about those big and cuddly polar bears? They came into the brands identity in 1993 when they were seen watching the Northern Lights and drinking an ice cold bottle of refreshing Coca-Cola. Ken Stewart created this idea when he thought that his labrador retriever looked a lot like a polar bear and thought this could be a good marketing idea for Coca-Cola. Ken Stewart stated they “wanted to create a character that was innocent, fun and reflects the best attributes we like to call ‘human.’”

With the few changes that Coke has had over the years why would they choose to try and change the one thing that had made them stand out from the beginning? New Coke was supposed to be the formula that would help them to reenergize their brand and show the customers they were willing to do what it would take to keep the consumers happy. It actually turned out to not work so well for them. After only being on the shelves for 79 days in 1985, Coca-Cola, along with all of the customers, decided the classic Coca-Cola was the way to go. This turned out to be known as one of the biggest marketing flops in history, but it takes real courage to try and change something for the better. I think they decided from then on, the mentality of “if it’s not broken, don’t fix it” was the way to go.


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Being the Best

28 Sep

In 2012 the list went Coke, Diet Coke, Pepsi, Mountain Dew, and Dr. Pepper. What list is being referred to? The five top-selling soft drinks in the beverage market. I knew Coke would be first. What I didn’t know, was that Diet Coke would be second. Apparently diet pops are becoming more and more popular because people perceive them to be healthier therefore good ole Diet Coke comes in second. The fact that Coca-Cola has both the number one and two spots on the top ten beverage list is no surprise to the people who adore this iconic brand. The customers are confident in the product that this company produces and will continue to produce.

While the company did not get the growth they wanted for the second quarter of 2013, they did still continue to grow. With 1 percent global volume growth and 2 percent year growth, they still continued to surpass there biggest competitor, PepsiCo.

People know the brand. They also know what it stands for but more importantly, they know that Coca-Cola stands for the same things they do. Consumers want to be able to relate to a company and feel as though they are getting a unique experience. They want to be able to relate to the company and understand why they produce what they produce and know they have strong values that they can relate back to themselves. It isn’t about how a company produces products, it is about why the company produces what they do. It’s about they get themselves into the customers minds to figure out what will really sell and what the customers actually want, not just what they say they want.

So what does all of this mean? It means that people are willing to buy the products because they know it will be a quality product. They know that they will not want to put down that bottle or can of awesomeness that America has grown to love. It has been said that Pepsi often beats Coke in blind taste tests but people still continue to choose Coke. Is it because they are better known? Maybe it’s the soothing option of the red and white label on the bottle that has been around for years and years. More years than Pepsi. Maybe it’s their marketing strategy with those cute and cuddly polar bears that just make you want to jump through the television screen and pet them. The commercials persuade you to go out and buy a Coke right that second because it could potentially be one of the most refreshing things you ever drank. It’s all in the experience your about to have while your drinking that ice-cold beverage.

Video retrieved from

If that doesn’t make you want to drink a Coke, then I don’t know what could.


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Classic Coca-Cola

20 Sep

A bottle of Coca-Cola isn’t something that people have just one of. It’s a drink that keeps people coming back for more and more. If I have one drink of Coke it’s almost a given that I will have another drink… and another… and another, until all of a sudden I cannot seem to remember when I drank the whole bottle. But Coca-Cola isn’t just about the bottle of Coke. It’s about the brand. It’s about the idea behind Coke and what they are able to inspire people to achieve and what to believe in. It’s about what this iconic brand believes in themselves.

I buy a product because I believe in the same things that company believes. That is an important part of marketing today; knowing that the producer is making a product that a consumer can trust and know will be a really good product. If a company does not believe in their product and what they value, then why would the consumer? Coke has a simple yet complex mission. They want to achieve three things. One, to refresh the world. Two, to inspire moments of optimism and happens and three, to create value and make a difference. It is practically the drink of Christmas with ads that show a smiling Santa Clause drinking a refreshing bottle of Coca-Cola and Polar Bears that are able to hold the bottle with their paws. 

How does a company refresh the world? That takes a lot more than just creating a drink to enjoy on a hot, summer day or even on a cold, winter day. It takes knowing what the customer wants and knowing what society needs. Coca-Cola has used sustainability as a big aspect of how they market their products. Hoping people will see they use eco-friendly bottles that can be recycled, they are joining the rest of the country in the effort to Go Green. Or in their case, Go Red and White.

Coca-Cola wants people to be successful at work and in life while also having fun. The brand seems to focus on the fun things in life because it is important for people to be able to sit back and relax after a long day at the office, on the athletic field or wherever their lives have taken them. As they are relaxing, drinking a refreshing Coke is the way to go.

 It is a classic drink with a classic taste. When I think of Coke, I think of the ultimate American drink. I’m transported back to the 1930s, a time when the hustle and bustle of a casual shopping trip to the local mall was instantly better after you bought that ice-cold bottle of Coca-Cola from the town diner.



Missions, Vision, and Values. (n.d.) Retrieved on September 20, 2013 from

A Recipe for Success

13 Sep
Photo courtesy of

Coca-Cola Marketing Strategy
Photo courtesy of

In 1886 all you had to pay was $0.05 and you could get a glass of one of, what would come to be, the most successful drinks of all time. Coca-Cola. This mix of syrupy-goodness originally only sold nine bottles a day the year it was invented; however now, over 1.7 billion servings of Coke are drank everyday. Talk about an increase in sales.

John Pemberton was no stranger of mixing together different ingredients to create something that would work. Originally a pharmacist in Atlanta, one day he decided to throw together some ingredients and it just so happens that those ingredients became the recipe for success. After Pemberton took samples to a local store, Jacob’s Pharmacy, the people loved it. Frank Robinson, Pemberton’s bookkeeper thought of the name Coca-Cola and today, it’s world wide.

Coca-Cola is not just a drink. With products ranging from alarm clocks and T-shirts to calendars and hats, it is way more than a soft-drink company. Asa G. Candler is the man responsible for transforming this simple recipe into a name that is used in households daily. With amazing marketing techniques and a product that was sure to sell, how could he not create this into a global icon?

The year 1884 was when the brand became bottled. It was transported to Mississippi and by 1885 there were plants in 3 different cities: Chicago, Dallas and Los Angeles. The owners wanted a bottle that “could be recognized in the dark” as to get people to realize that Coke was what they should be drinking. There was a contest in the works that would help the company come up with ideas for this bottle. The Contour Bottle was designed by a company in Indiana called The Root Glass Company of Terre. The bottle became plastic in 1994 and then in 2008, Coca-Cola came out with aluminum bottles. With all the bottles being recognizable with a red and white label and scripty handwriting, they were sure to fit in anyone’s hand and what was inside was the prefect refreshment for any day of the week.

With sales in almost 200 countries world-wide, they must be doing something right over in Atlanta, Georgia where the company headquarters have never moved from.

Being able to understand how a successful company created such an iconic and global brand could be of importance to anyone who is looking to start and run a business. Companies always start with one person who is curious and inventive enough to try and start something new. Some ideas sink, while others swim. This was definitely an idea that swam and will continue to swim until all the caps are twisted off, which will never happen because if people keep buying, they’ll keep building.




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