By Ananya Bhardwaj
A word that transcends boundaries and unites people, second only to the word “okay”, is an unassuming but extremely significant part of everyone’s lives—Coca-Cola. Arguably the world’s most popular beverage, it is the second most recognised word in the world, and this fact stands testimony to its legacy and history.
Creation of Coca-Cola
The beverage came into existence in 1886 when a curious Atlantan pharmacist, Dr John Pemberton, had become addicted to morphine, and sought a way to combat this addiction, thus creating a kind of flavoured syrup. He subsequently took it to his neighbourhood pharmacy where he then mixed it with carbonated water, and all who tasted it pronounced it to be “excellent”. The original recipe was initially sold as a patent medicine in soda fountain stores with the claim that it acted as a remedy for ailments including heartburn, nausea, and headaches. The recipe for Coca-Cola removed the alcohol present in Pemberton’s previous drink recipe for Pemberton’s French Wine Coca, as prohibition legislation had been passed in Atlanta, Georgia. His death in 1888 was preceded by him selling shares of the company to a few parties, wherein majority was held by a local businessman named Asa Candler. By the time it was almost a year after Pemberton’s death, Candler had acquired rights to the formula as well as the name and brand of “Coca-Cola”.
Navigating the American market
Under Candler’s leadership, Coca?Cola distribution expanded to soda fountains beyond Atlanta. In 1894, impressed by the growing demand for Coca?Cola and the desire to make the beverage portable, Joseph Biedenharn installed bottling machinery in the rear of his Mississippi soda fountain, becoming the first to put Coca?Cola in bottles.
Middle-class whites were now worried that soft drinks were contributing to what they saw as exploding cocaine use among African-Americans. Southern newspapers reported that “negro cocaine fiends” were raping white women, and that the police were powerless to stop them. By 1903, Candler had buckled to white fears, and hoping to avoid a wave of anti-narcotics legislation, removing the cocaine and adding more sugar and caffeine.
Coca-Cola fountains and their significance
By 1899, it became available in bottles as well as soda fountains, which means that there was a shift in consumer demographics. This meant that minorities who earlier did not have access to the sharing fountains now had complete access to the beverage. Coca-Cola was also present during the Civil Rights Movement in America. In the 1950s, soda sharing fountains were at the pinnacle of their popularity, with Coke being the main component of this. However, these establishments were still often segregated, with severe harshness dealt towards the minorities who did try and use the fountains. Activists including Martin Luther King would often stage sit-ins at Coke-selling soda fountains.
For the initial batch of bottle makers, one of the biggest challenges was figuring out how to adhere to consistency while manufacturing over 1000 bottles. The manufacturers agreed that a distinctive beverage, which was one of its kind, deserved a standard and unique bottle, and in 1916, the bottlers approved the unique contour bottle. The new design was so distinctive that it could be recognized even in the dark and set the brand leagues apart f the om competition. The contoured Coca?Cola bottle was trademarked in 1977.
Coke advertisements through the years
The first attempts at advertising and marketing in Coca?Cola history were implemented through coupons promoting free samples of the beverage. Considered an innovative tactic back in 1887, it was soon followed by newspaper advertising and the distribution of promotional items bearing the distinctive script to participating pharmacies.
Rushing to the 1970s, a trend could be seen wherein Coca?Cola’s advertising started to reflect a brand connected with fun, friends, and good times. Many fondly remember the 1971 Hilltop Singers performing “I’d Like to Buy the World a Coke”, or the 1979 “Have a Coke and a Smile” commercial featuring a young fan giving Pittsburgh Steeler, “Mean Joe Greene”, a refreshing bottle of Coca?Cola.
This motto stands true to the present day, where the current slogan says “Open Happiness”. In 2009, the “Open Happiness” campaign was unveiled globally. The central message of “Open Happiness” is an invitation to billions around the world to pause, refresh with a Coca?Cola, and continue to enjoy one of life’s simple pleasures.
Featured Image Source: Pexels
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