2. Coca-Cola’s History
Coca-Cola’s first ever drink was created in 1886 by John
Pemberton a pharmacist who worked at Jacob’s Pharmacy in
Atlanta. One afternoon, he created a caramel-coloured liquid
and when it was done. He carried this liquid to another shop
where they combined this liquid with carbonated water and then
gave a focus group a sample of the drink and the feedback they
received was all positive.
As he realised people actually liked the drink Jacob’s Pharmacy
put it on sale for five cents (about 3p) a glass. Even though John
Pemberton created the drink it was in fact his bookkeeper , Frank
Robinson, who named it Coca-Cola. The name Coca-Cola and
the way Frank Robson wrote Coca-Cola are still used in the same
way to this very day. In the first year of selling Coca-Cola
Pemberton sold 9 glasses of Coca-Cola a day that is around
$164.25 in his first year.
In 1888, Asa Griggs Candler an American Businessman also from
Atlanta bought Coca-Cola from Jacob’s Pharmacy for £1,500
(about $2,300 ). Asa Griggs Candler is the man who changed
totally transformed Coca-Cola as he changed a normal
invention into a business, Asa Griggs Candler knew exactly who
his target audience were and knew how to attract their
attention. He used many different techniques inorder to capture
their eyes such as giving away coupons for tasting coca-cola,
selling different products with the coca-cola logo on inorder to
endorse the company and increase the awareness of their
business.
3. After a while Atlanta was covered with Coca-Cola logos. In 1895
Candler set up coca-cola factories in Chicago, Dallas and Los Angeles
and suddenly coca-cola was in-demand.
Another significant figure in Coca-Cola’s history is Joseph Biedenham
who was the man who put Coca-Cola’s wonderful syrup into a bottle.
However Candler wasn’t keen on the idea, even 5 years later in 1899
when two American lawyers Benjamin Thomas and Joseph Whitehead
signed a deal from Candler to bottle coca-cola for only one dollar.
Coca-Cola started to become such a success so much so that people
started to make fake coca-cola’s which made the company quite
angry. Coca-Cola tried to stop people from buying fake bottles by
advertising customers to 'Demand the genuine' and 'Accept no
substitute'. Coca-Cola made a new bottle which would be unique and
assure people that their buying the genuine coke. The bottle chosen was
a contour bottle which is still being used today, it was chosen because of
it’s ‘attractive appearance, original design and the fact that, even in the
dark, you could identify the genuine article.’
In the early 1900s is where they started to become global being spread
into Canada, Panama, Cuba, Puerto Rico, France, and many more. In
1919, Ernest Woodruff bought Coca-Cola from Candler and 4 years later
gave the business to his son Robert Woodruff who is to become the
person who made the biggest impact in the history of the business. He
expanded Coca-Cola dramatically snatching every opportunity that
came his way. He travelled with the US team representing coca-cola and
increasing their awareness and creating new ways which coca-cola
could be distributed such as the 6 pack.
This was Coca-Cola’s foundation and it’s start to a longlasting leagacy. In
later years Coca-Cola created other products such as Fanta, Powerade,
Dr Pepper, Oasis and much more.
4. Coca-Cola’s Target Audience
Coca-Cola’s main audience are teenagers (both male and
female) due to selling high quality drinks for a very cheap price.
They also focus on teenagers hobbies such as sports like football
which they try to get their products as acknowledged as possible
using various techniques such as putting their products on
banners or bulletin boards. They also sponsor various football
leagues so they’re name is mentioned everywhere.
However I believe that their trying to make a wider audience
than before which was strictly focused on the youth, they are
now trying to offer 2l bottles which will be drank by families
instead of specific individuals as I doubt a teenager would buy a
2l bottle to drink all by themselves. Coca-Cola are also trying to
target peoples insecurities such as older woman who focus on
their weight and trying to keep healthy by introducing diet coke
which I’m more than certain some older women will buy.
As Coca-Cola is a world-wide drink it is aimed at all nationalities
and all types of consumers. I believe that each drink brand coca-
cola make is targeted at a different audience such as Diet Coke
is aimed at people who want to keep healthy and maintain their
weight and Powerade is aimed at a sports audience who need
during or after their sport they are looking to regain their energy.
6. Coca-Cola’s Past Advert
(Part 1)
This
advertisement
created by
Coca-Cola is
aimed at a
male audience
or a family
orientated
audience. I
believe as this
advert is
relatively old I
believe they
focused on
father and son
rather than on a
whole family
situation. If this
was an advert
created in the 21st century then I believe it could be a whole family
sitting at the bar rather than the male part of the family. Due to it being
an old advert people saw females inferior to males so Coca-Cola might
have thought it might not have sold the picture as much as if it were
male figures within the picture. I also believe if females weren’t inferior to
males I also believe it may have not been in the bar instead it might
have been in a living room or in a park on a hot day.
7. Coca-Cola’s Past Advert
(Part 2)
This advert by Coca-Cola is made to
meet people’s expectations of
being a refreshing and delicious ice
cold drink. The fact this
advertisement is based on a beach
on a hot and sunny day creates the
sense of this drink being an ideal
drink to have in relaxed situations
such as being on the beach or even
sitting down in the sitting room.
Coca-Cola has used a woman in the
picture in order to attract men as
men are likely to be a large amount
of their consumers and by portraying
a beautiful woman in a picture it will
attract men to buy their product as it
will satisfy their pleasures. I also
believe this advert meets the
gratifications of a young audience in general as an older audience
wouldn’t be satisfied by this advert alone as stereotypically they
would rather drink something like squash so I believe Coca-Cola
focused on a younger audience which they were certain they could
persuade. Also at the time this advert was made Coca-Cola in a
bottle was new and wasn’t common so this enticed the newer
generation as it was a new and portable way in which they could
drink Coca-Cola.
8. Coca-Cola’s Old & New Advert
Comparison
OLD NEW
Coca-Cola’s advertisement has changed dramatically over the
years however I picked two advertisements which are similar but
were created in different time frames. Both pictures are trying to
show how Coca-Cola is a thirst quenching drink for the family
however they display it in different ways. The old one due to sexism
just shows a father and son however it doesn’t represent a family
situation to its full unlike the new advertisement. As now views have
changed Coca-Cola aren’t afraid of adding females roles into a
image which don’t sexually attract men or are just away to attract
more men as customers. Females are looked at as important
consumers of Coca-Cola so a role such as a daughter and a wife is
significant as it shows views have changed over time.
However the old Coca-Cola advert best represents their product
as they want to get across that their product is refreshing, cold and
thirst quenching. The old advertisement makes the product look like
it tastes better however the new Coca-Cola advert shows who ‘s
the product is aimed at.
