Coke: The Beginning

In watching the documentary The History of Coca-Cola, I couldn't help but be enraptured its movie-esque beginnings.  The chain of events that have decided Coke's ultimate success follow a dazzling narrative, that is usually seen only on the 'big screen.'  What's also amazing is the role that advertising played in getting Coca-Cola out of the local scene and into the national eye.

Coke's humble beginnings started with John Pemberton in a basement where he diligently attempted to find his one great invention, which is what most of his life had been dedicated to.  And when he finally found the right product he didn't have the resources or time to make it profitable before he died.  In fact, one of the historical experts on Coke, from the documentary, claims that there is a good argument that if the company had stayed in Pemberton's hands the company would not the cultural icon it is today.

The company was later invested in by Asa G. Candler, who was a successful businessman who initially turned down the opportunity to invest in Coke.  But this all changed after having only one glass of it!  "The most important glass of Coke ever served," is how the documentary recalls the historic event.  From here on out it was Candler's vision of Coke and marketing techniques that made Coke known and available to everyone.  One of his first techniques was to place the brand name on things that people used and saw in their everyday lives (e.g. posters, calendars, and notebooks).  And through this path the modern and highly successful brand of Coke made its way into the lives of Americans.

It seems imperative that a majority of the current success of Coca-Cola be given to the ingenious and innovative advertising and marketing techniques used to spread the word of Coke.  One new way of marketing the product was to give out coupons for a free glass of Coke.  This technique had never been used before Coke marketing, but was extraordinarily successful.  It was Candler and his vision that allowed Coke to flourish while pushing the rules of advertising to new heights in order to present Coke to the world.

Documentary of Coke: http://www.youtube.com/user/frakdox#p/c/9AD8E1C4D2D8FDAA/0/cNXTXJM4jLE