MACASADIA, KIER M.

BSBA-3B

SEATWORK

THE COCA COLA COMPANY

Coca-Cola is arguably one of the most well-known brands in the world. That
wasn't always the case, though. When the company originally began in 1886, it
employed free drink vouchers to generate interest in the product. Asa Candler, a
marketer, completed the purchase of Coca-Cola from inventor Dr. John Pemberton in
1892. The original advertising budget for Candler was $11,000. Calendars, soda
fountain urns, painted wall signs, napkins, pencils, and clocks were among the products
he utilized to promote Coca-Cola. Coca-Cola states that the beverage is marketed and
consumed in every state and territory in the United States by 1895, signaling the start of
its global market saturation.
Hilda Clark, a music hall entertainer, was the first celebrity to advertise Coca-
Cola in 1900. Joan Crawford, Ray Charles, The Supremes, Aretha Franklin, Arnold
Palmer, and Joe Namath are just a few of the superstars who have endorsed the brand
since then. The soft drinks’ marketing expenditure had already grown tenfold to
$100,000 by the turn of the century. In 1904, Coca-Cola made its debut advertisement
in a major magazine. The company's advertising spend had risen to more than $1
million by 1911. Coca-Cola began using outdoor billboards and radio program
sponsorships in its advertising in the 1920s. The well-known Coca-Cola Christmas
commercial campaigns began.
In 1950, Coca-first Cola's television commercial aired on Thanksgiving Day.
Advertising has already accounted for a large amount of the company's expenses at this
stage. McCann-Erickson, Inc. took over as the official advertising agency in 1956,
replacing the D'Arcy Advertising Company. The latter had been advertising Coca-Cola
for more than 50 years, signaling a shift in strategy. Outside of the United States, sales
accounted for around 33% of total revenue. The firm began to diversify its product
ranges in the 1960s, acquiring The Minute Maid Corporation and launching Sprite in
1961. The iconic "I'd Like to Buy the World a Coke" television commercial was first
broadcast in 1971. It is still in use today.
"Northern Lights," which debuted the Coca-Cola polar bears in 1993, is one of
the most memorable Coca-Cola TV advertisements. However, not all of Coca-marketing
Cola's strategies have proven to be successful. To compete with Pepsi, the firm decided
to update the Coke recipe for the first time in 99 years in 1985. "New Coke" was the
name of the new beverage. The new flavor received such a poor response that Coca-
Cola reverted to the original recipe in just 79 days.
Coca- Cola's marketing expenditure in 2011 was more than $4 billion, according
to Joe Tripodi, the company's chief marketing and commercial officer. Coca-Cola was
crowned Marketer of the Year after a significant investment.