History & Marketing Strategies of CocaCola Brand

Company name– Coca-Cola
FounderAsa Griggs Candler

Coca-Cola is a carbonated soft drink. The company produces concentrate and then sold to licensed Coca-Cola bottlers throughout the world. The company also sells concentrate for soda fountains of major restaurants and food services distributors. It introduced other cola drinks under the Coke name. The most common drink is Diet Coke. 

How it all started

Coca-Cola was invented in 19th century by John Stith Pemberton and was bought out by businessperson ‘Asa Griggs Candler’. The marketing tactics led Coca-cola to its dominance of the world soft drink market throughout the 20th century.

The name of the drinks refers its two original ingredients; coca leaves and kola nuts. The current formula of Coca-Cola remains a trade secret. The varieties of reported recipes and experimental recreations have been published.


The Coca-Cola was registered in US patent Office in January 31, 1893. Candler grows the business with aggressive advertising and distribution thousands of free drink coupons. In 1894, the popular drink was sold on bottles for the first time and 1899; independent bottling companies were licensed to the bottle Coca-Cola- a practice that is still in use today.

In 1920s, the president of Coca-Cola Company demanded strict standards of soda fountains where drinks were mixed to create a uniform quality product. This quality drink campaign has trained service people ensure that Coca-Cola was served correctly to the people. 


Coca-Cola’s Marketing Strategy and Interesting Reasons behind Its Great Success

  • Coca-Cola is world’s leading soft drink and operates in more than 200 countries around the world. It sells a variety of sparkling and still beverages. 
  • It has the strong recognition across the globe. 94% of world population is aware of the red and white logo of Coca-Cola.
  • It generates 60% of its revenue and 80% of its operating profit from outside the United States.
  • Coca-Cola does not only target a specific segment but also adapts the marketing strategy by developing new products.
  • It uses niche marketing for certain products in order to drive sales in the competitive market.
  • It uses competitive positioning strategy to be way ahead of its competitors in the Non-alcoholic beverages market.
  • It has competitive edge over its competitors in terms of operations, channel marketing, cost control, collaborative customer and brand portfolio.
  • The mission of the company says that their road map starts with the mission, which is enduring. It serves the action to refresh the world, to create value and make difference and to inspire moments of optimism and happiness.
  • Their vision serves the framework for roadmap and guides every aspect of business by describing what they need to accomplish in order to continue the achieving of sustainable and quality of growth.
  • They bring a portfolio of quality beverage brands that anticipate and satisfy people’s desire and needs. 
  • They nurture a winning network of customers and suppliers so that together they can create a mutual and enduring value.
  • The productivity shows the success of the brand. It has been a highly effective, lean and fast moving organisation.
  • FEMSA is the largest Bottling franchisee of Coca-Cola trademark beverages in the world.
  • The wide and powerful portfolio of beverages helps in continuously exploring of promising beverage categories to capture growth in its different markets.
  • The outsourcing operations and economies of scale help it to cut the operational cost and increase its profitability.
  •  The non-alcoholic beverages (Coca-Cola) market is ever growing industry and with the advent of Asian markets and developing nations, the consumption will be higher due to changing lifestyle, changing buying habits and economic conditions.
  • It has targeted a mass market by availing the customers’ a great taste in a low price.


Coca-Cola Campaigns

  • Coca-cola has achieved digital success in digital marketing. There are many versions of drinks under the Cola wings. These are; Caffeine-Free Coca-Cola, Coca-Cola Zero Sugar, Coca-Cola Cherry, Diet Coke Caffeine Free, Coca-Cola Vanilla and special versions with lemon, lime and coffee.
  • The first campaign of Coca-Cola is ‘Love Story’. In 2017, the ad involved two plastic bottles fall in love over and over again. The Coca-Cola Great Britain has created this ad by focusing on recycle and form this reason the campaign was become a notable example of the brand stepping on this issue. 

  • Taste the feeling is the second campaign of 2016’. It is an updation to its previous tagline ‘Open Happiness’. Numbers of international agencies were working on this campaign. It involved 10 TV commercials, print, shopper initiative and out of home.
  • ‘Move to the Beat’ was the third campaign and the idea of this campaign was to use music as the critical element of the story telling. The campaign achieved 245 million search impressions.
  • ‘#Thats Gold’ campaign is designed to celebrate the feeling that comes with accomplishing something great- no matter how big or small. The famous athlete Nathan Adrian and Jodie Williams were featured in this campaign

  • ‘Super bowl 2012’ ac campaign involved two polar bears that to events on the field in real time. Nine million customers has viewed this campaign across various platforms.
  • ‘Share a Coke’ is the most noteworthy digital campaign. It results 7% increasing in sales of the drink and earned 18 million media impressions.

  • In 2017, the brand decided to capitalise festive related excitement with a fun competition in partnership late rooms.
  • In April 2018’, Coca-Cola launched ‘We Do’ campaign to promote its famous beverages in positive light.
  • ‘The Friendship Experiment’ campaign invited people to take part in friendship experiment with photographer Kurt Yung.

  • In 2013’ ‘the Ahh Effect’ involved a series of online games aimed at teenagers. The idea was to create fun by providing basic games by involving the company products.



Coca-Cola was the first commercial sponsor of the Olympic games, at the 1928 in Amsterdam. In 1996, the Summer Olympics allowed Coca-Cola to spotlight its hometown. It has also sponsored FIFA World Cup and other competitions organised by FIFA. Based on best global brand study it was the third most valuable brand in the world after Apple and Google. More than 1.8 billion company beverages serving each day. In 2018, it ranked No. 87 in the Fortune 500 list of largest United States corporations by total revenue.


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