In the context of prohibition in the United States, Pemberton invented a drink with a refreshing, calming effect and a headache relief effect, Coca-Cola, the earliest cola has a certain medicinal value. The name Coca-Cola is derived from the leaves of coca and the fruit of Kola, the two components of the drink, changing Kola's K to C, and then adding a horizontal line between the two words, so that Coca-Cola was born.
In 1927, a drink was quietly added to the streets of Shanghai, "tadpoles chew wax". The name isn't the weirdest part of this drink yet. Its tan liquid, sweet and bitter taste, and the bubbles that fill the bottle cap make many people feel both curious and interesting. With a quirky taste, coupled with a quirky name, this drink naturally sells poorly. So, the following year, the beverage company published a public newspaper and asked for a translation with a reward of 350 pounds. Eventually, a Shanghai in England
Professor Jiang Yi defeated all opponents and took the prize money. The beverage company has also received the brand name that is by far recognized by the advertising industry as the best translated brand name , Coca-Cola. It not only maintains the transliteration of the English name, but also has more meaning than the English name, and under the action of these two points, the most critical popular factor is formed: that is, the name "Coca-Cola" is easy to recite written or oral. This is the first step for Coca-Cola to enter the Chinese market.
In the 1920s, the Coca-Cola Company began to release Christmas advertising campaigns, and the company adopted a variety of different Santa Claus images, but none of them were generally popular with consumers. In 1931, Coca-Cola's advertising director, Archive Lee, commissioned illustrator Haydn Sambu to paint the image of Santa Claus, both healthy and vivid. Drawing on Clement Moore's poem "The Visit of St. Nicholas" and his own Scandinavian tradition, Sambu depicted the tall, red-clad, cheerful image of Santa Claus, which the Coca-Cola Company continued to use for more than 30 years.
In 1964, the Coca-Cola Company asked Sambo to draw Santa Claus for the last time. At that time, Coca-Cola's image of Santa Claus was already widely known and deeply rooted in people's hearts.
Coca-Cola's boom and success have attracted competitors to follow suit. They slightly modified the name and logo of Coca-Cola, pasted it on the bottle, and for a time Koka-Kola, Koca-Nola, Celery-Cola, Koke and other products sprung up on the market. In the face of a large number of counterfeit products, Coca-Cola cooperated with bottlers to require bottle makers to submit new bottle-shaped designs, requiring that the design must be good, even in the dark by touch can also distinguish Coca-Cola, even by breaking the debris on the ground, can also be identified at a glance.
Located in the Trehult area of Indiana, the company's Alexander Samirson designed this unique curved bottle and registered a patent on November 16, 1915. In order to adapt to the bottling equipment of the time, the bottles were modified and skinned and officially mass-produced in 1916. For nearly 40 years after that, curved bottles were Coca-Cola's packaging products, and it was not until 1955 that extra-large-capacity bottles were introduced.
Coca-Cola wrapping stickers
In 1960, the Coca-Cola curved bottle was approved as a registered trademark by the United States Patent Office. This bottle shape is used from new aluminium bottles to 2-litre home packs.
In addition to 90% of the water, Coca-Cola also contains sweeteners, pigments, acidity regulators, and other things that make people happy. The mystery of Coca-Cola's recipe lies in the flavor it uses, known as the "Secret Spice of Seven Flavors". However, in 2011, a Coke recipe was exposed, which contained essential oils of coriander, cinnamon and so on – which is really suitable for making chicken wings.
In order to cater to young consumers, Coca-Cola has launched a series of new packaging "Selling Cute", which has been officially sold in large supermarkets. This time the packaging uses popular Internet vocabulary to catch the attention of young consumers, when you see words such as "Bai Fumei", "Girlfriend", "Pure Grandpa", "Moonlight Clan", "Little Lolita", "Cat Star Man" and other words appear on the Coke bottle, do you feel a bright eye.
This time, Coca-Cola took the initiative to carry forward the network culture to the packaging label, which can be described as very bold.
According to incomplete statistics from netizens, these labels include more than a dozen Internet buzzwords such as "girlfriend, oxygen beauty, cat star, white rich beauty, natural stay, rich and handsome, girl next door, big click, pure grandfather, young people, literary youth, little Lolita, activists, fans, moonlight family" and so on, covering almost all the internet popular names in the past one or two years. This should be the largest market activity that Coca-Cola has carried out to adapt to the local culture since it entered China, and it remains to be seen whether it can win the hearts of young consumers in exchange for a win-win situation of word of mouth and performance.