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Coca-Cola: From Simply Southern to a Global Icon

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Corinne Maxey

on 4 December 2012

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Transcript of Coca-Cola: From Simply Southern to a Global Icon

From Simply Southen
to a Global Icon How it all began... It began to grow. Coca-Cola: Globally Recognized Today The Expansive Southern Culture Coke in the South Today Sources One afternoon in1886, an Atlanta pharmacist, John Pemberton, stirred up a experiment caramel-colored liquid. He brought it a few doors down to Jacobs' Pharmacy where he combined the mixture with carbonated water. It was then sampled by customers and became a success. Jacobs' Pharmacy put it on sale for five cents a glass. The bookkeeper, Frank Robinson, named the mixture Coca-Cola®, and wrote it out in his distinct script. (1) In 2006 Coca-Cola spent $2.6 billion in advertising (10).
Even since 1928 Coca-Cola has been a large sponsor of the Olympic games. For the 2012 London Olympic games, the Coca-Cola Co. spent £64 million (about $2.6 billion) as a global sponsor (7). An Overnight Success In 1892, Candler spent more than $11,000 on his first advertising campaign (5). His techniques included giving coupons to customers for a free Coke, advertising in magazines and newspapers, and placing the Coca-Cola name on products, such as clocks and calendars. The logo as we know it today, with white letters on a red background, appeared throughout the nation overnight. The advertising worked. By 1895, syrup plants had been built in Chicago, Dallas, and Los Angeles (1). So how is something so global really considered "southern"? The roots of Coca-Cola run deep in the South, as the prototype for the recipe was originated in Atlanta Georgia. The Coca-Cola Company's first three owners, Pemberton, Candler, and Woodruff who all revolutionaized the brand, were all native Georgians (1). How Many Coca-Cola Drinks are Sold Per Day? (3) Salesman and native Georgian, Asa Candler transformed Coca-Cola from an invention to a business (2). He discovered innovative ways to introduce people to the drink. In 1889 Candler gradually began to buy all of the shares of the little start-up company. By 1891 he owned the entire company, for roughly $2,300 (1). In 1892 he founded the Coca Cola Company, and the next year he patented the Coca-Cola name. Coca-Cola is embedded in American culture and more specifically the culture of the American South. Southerners have been known for drinking cold sweet beverages during hot summer days as a social activity. This liking of sweetened drinks has led to the creation of sweet tea and many sugary soft drinks, more specifically Coca-Cola. Coke is a southern-born beverage that is shared at backyard barbecues and picnics across the country. Coke has become a part of the daily lives of many Southerners, Americans, and people around the globe. Coca-Cola Company's secret to globalization: iconic advertising through the decades The culture of the American South is original, captivating, and expansive. A region deeply connected by history, tradition, and values, the South’s culture is an integral part of every southerner’s life. But the aspects that define the South are not contained within the region’s borders. They have expanded out to new cultures and regions to create a blending effect. Kentucky Fried Chicken, NASCAR, country music, and of course Coca-Cola have all become things that have spread to the far corners of the country and beyond and are widely recognized on a global scale today. Over the course of 126 years, the brand of Coca-Cola has grown from a local Southern specialty, to a global icon. A Southern Specialty 1950 1955 1960 1970 1980 1990 2000 2010 1971 1979 1996 2008 (1) "Heritage Timeline." The Coca-Cola Company, 2011. Web. 11 Oct. 2012. <http://heritage.coca-cola.com/>.
(2) "Teaching the World to Sing." History of Coca-Cola: Our History, Coca-Cola Fun Facts, & More. The Coca-Cola Company,
2012. Web. 11 Oct. 2012. <http://www.thecoca-colacompany.com/heritage/ourheritage.html>.
(3) "Coca-Cola: The Evolution of an American Icon." CNBC, 2009. Web. 11 Oct. 2012.
<http://www.cnbc.com/id/33401930/The_Evolution_of_an_American_Icon?slide=1>.
(4) "When a Coke Was a Coke... or a Sprite... or a Dr. Pepper." Real Southern Men: Dudes from Dixie Reveling in the New
South and Wrasslin' with the Old. N.p., 9 Apr. 2011. Web. 11 Oct. 2012. <http://real-southern.com/2011/04/09/when-a-
coke-was-a-coke-or-a-sprite-or-a-dr-pepper/>.
(5) "Always Coca-Cola: An Ad Timeline." Advertising Age 82.18 (2011): 8-13. Academic Search Complete. Web. 11 Oct. 2012.
(6) Zmuda, Natalie. "Coca-Cola's Futuristic Soda Fountain To Get 2012 Ad Push." Advertising Age 82.29 (2011): 2-26. Academic
Search Complete. Web. 11 Oct. 2012.
(7) Rogers, Simon. "London 2012 Olympic Sponsors List: Who Are They and What Have They Paid?" The Guardian. Guardian
News and Media, 19 July 2012. Web. 16 Oct. 2012. <http://www.guardian.co.uk/sport/datablog/2012/jul/19/london-
2012-olympic-sponsors-list>.
(8) "FIZZY FACTS: As Coca-Cola celebrates 125 years, here's 20...." Daily Star. (April 22, 2011 Friday ): 410 words. LexisNexis
Academic. Web. Date Accessed: 2012/10/17.
(9) Hymson, Laura A. "The Company That Taught the World to Sing: Coca-Cola, Globalization, and the Cultural Politics of
Branding in the Twentieth Century." University of Michigan, 2011. Web. 17 Oct. 2012.
<http://deepblue.lib.umich.edu/bitstream/2027.42/86471/1/lhymson_1.pdf>.
(10) "FAQs - Advertising." The Coca-Cola Company. N.p., n.d. Web. 17 Oct. 2012. <http://www.thecoca-
colacompany.com/contactus/faq/advertising.html>. Information Videos Stiggerpao. "Coca-Cola Classic Ad: Mean Joe Green (1979)." YouTube, 17 July 2007. Web. 11 Oct.
2012. <http://www.youtube.com/watch?v=xffOCZYX6F8>.
Marigold1930. "Coca Cola Commercial - I'd Like to Teach the World to Sing 1971." YouTube, 29 Dec.
2008. Web. 11 Oct. 2012. <http://www.youtube.com/watch?v=ib-Qiyklq-Q>.
CocaColaSuperbowl. "Coca-Cola It's Mine." YouTube, 31 Jan. 2008. Web. 11 Oct. 2012.
<http://www.youtube.com/watch?v=xiMf5cCDy1I>.
MattTheSaiyan. "Vintage Classic Commercial for Coca-Cola (1955)." YouTube, 28 Jan. 2009. Web. 11
Oct. 2012. <http://www.youtube.com/watch?v=BZ_Lz2I7_Oc>.
Micolchan1981. "Diet Coke-Diet Coke Break." YouTube. N.p., 14 Apr. 2007. Web. 17 Oct. 2012.
<http://www.youtube.com/watch?v=TdrE1VMxzoE>. The soft drink is sold in over 200 hundred countries today, but the Coca-Cola Co. does not market their products to North Korea, Cuba, Burma, Iran, and Sudan. (3) In 1923, Robert Woodruff became the Company president. While Candler had introduced the U.S. to Coca-Cola, Woodruff spent more than 60 years introducing the beverage to the world. He led the expansion of Coca-Cola overseas through massive advertising campaigns. He introduced Coca-Cola to the Olympic Games for the first time in 1928 in Amsterdam. Woodruff also developed the distribution of the six-pack and the open top cooler, making it easier for people to drink Coca-Cola on the go (1). to Continue Expanding New Leadership... stimulating and syrupy sweet, with an acidic bite that makes the sweetness bearable." (4) Just as it is across the world, Coca-Cola is a part of many southerner's daily lives. In fact, today it is a well-worn cliché that true Southerners refer to all soft drinks as “Coke.” In the early 20th century, the Coca-Cola Company gave local stores free custom-printed signs for storefronts, as long as a Coke logo was attatched. The spreading of the Coca-Cola logo resonated with Southerners. "Coke is the flavor of the South:
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