Why is Coca-Cola So Popular?
(And Why Have We Grown to Love It?)
March 1, 2019
A Brief History
In 1886, out of a curiosity of an Atlantan pharmacist, Dr. John S. Pemberton, a flavored syrup has been developed. The syrup has a unique taste which he then took over to his neighborhood pharmacy where he mixed it with carbonated water. It was thought as “exceptional” by those who took sample of it. Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, was credited for naming the product Coca-Cola as well as the one who took credit for designing the trademarked, distinctive script which is used until today.
Coca-Cola has started out as a cocaine-infused beverage, but in the year 1929, it has evolved to a sugary drink that is ever-present and available to everyone around the globe.
So, what makes Coca-Cola so popular that until today, it remains as one of the world’s marketing leader? Why do consumers still love it and patronize the product over the years? Let us explore and find out how Coca-Cola stood the test of time through the strategies explained in this article.
1. The Logo
The Coca Cola Company Logo is written in Spencerian script. It was a script used by accountants which made the brand distinctive amongst its competitors. The logo remains untouched. It was timeless. It didn’t change even though the packaging has adjusted over time. The logo has made a mark and stayed in people’ s mind around the world.
2. The Bottle
The first Coca-Cola bottle has been created by Earl R. Dean. It was introduced as wide from the centre and slender from below. When Chandler was losing his market share to about hundreds of competitors, he held a national contest wherein participants would design a new Coke bottle that will make a mark in the consumers mind so that the product wouldn’t be confused with any other brown sodas. An Indiana company called The Root Glass Company entered this national bottle competition and won. The inspiration for their design came from a cocoa plant illustration. What started out as bottle competition which they called a “defensive marketing”. Coca-Cola then began promoting the contours of the bottle same as it’s logo and the product itself.
3. The Price
“Did you know that the first servings of Coca-Cola were sold for 5 cents per glass?About an estimated 1.9 billion Coca-Cola beverages are consumed in more than 200 countries (according to The Coca-Cola Company).”
It’s typical for a startup company to start pricing their products for a lower price, and when their consumers got hooked, they began marking their products up. That is what’s unique with Coke. Though it is different, the price is still reasonable. Coke products are at the same level same as it’s competitors.
4. The Advertising
- Slogans. Do you still remember the famous Coca-Cola slogan, from 1993, “Always Coca-Cola”? Well, we do remember it with a little bit of background music playing along with this slogan and some animated polar bears in tv commercials. It definitely stuck in the minds of both kids and adults.
Do you still remember these other slogans?
1904 - Delicious and Refreshing
1905 - Coca-Cola Revives and Sustains
1906 - The Great National Temperance Beverage
1917 - Three Million a Day
1923 - Enjoy Thirst
1924 - Refresh Yourself
1925 - Six Million a Day
1926 - It Had to Be Good to Get Where It Is
1927 - Pure as Sunlight
1927 - Around the Corner from Everywhere
1929 - The Pause that Refreshes
1932 - Ice Cold Sunshine
1938 - The Best Friend Thirst Ever Had
1939 - Thirst Asks Nothing More
1939 - Whoever You Are, Whatever You Do, Wherever You May Be, When You Think of Refreshment Think of Ice-Cold Coca-Cola
1925 - Six Million a Day
1942 - The Only Thing Like Coca-Cola is Coca-Cola Itself
1948 - Where There's Coke, There's Hospitality
1949 - Along the Highway to Anywhere
1985 - America's Real Choice
1952 - What You Want is a Coke
1956 - Coca-Cola... Makes Good Things Taste Better
1957 - Sign of Good Taste
1958 - The Cold, Crisp Taste of Coke
1959 - Be Really Refreshed
1963 - Things Go Better with Coke
1969 - It's the Real Thing
1971 - I'd Like to Buy the World a Coke (part of the "It's the Real Thing" campaign)
1975 - Look Up America
1976 - Coke Adds Life
1979 - Have a Coke and a Smile
1982 - Coke Is It!
1985 - We've Got a Taste for You (for both Coca-Cola & Coca-Cola classic)
1985 - America's Real Choice (for both Coca-Cola & Coca-Cola classic)
1986 - Red, White & You (for Coca-Cola Classic)
1986 - Catch the Wave (for Coca-Cola)
1886 - Drink Coca-Cola
1971 - I'd Like to Buy the World a Coke
1987 - When Coca-Cola is a Part of Your Life, You Can't Beat the Feeling
1988 - You Can't Beat the Feeling
1989 - Official Soft Drink of Summer
1990 - You Can't Beat the Real Thing
1993 - Always Coca-Cola
2000 - Coca-Cola. Enjoy
2001 - Life Tastes Good
2003 - Coca-Cola... Real
2005 - Make It Real
2006 - The Coke Side of Life
2009 - Open Happiness
Source: Coca-Cola Company Slogans
- Word of Mouth Advertising. Word of mouth has definitely worked for Coke. And what’s different about it is that it also comes with a song. Have a listen to their music list on Spotify and maybe you’ll remember singing alongside of them, too.
Do you still remember the campaign “Share a Coke with...” where Coke’s bottle has common names printed on the labels? If you do, share the image with us, today!
Source: The Coca-Cola Company