This Saturday, May 8, marks the 124th anniversary of the day the first glass of Coca-Cola® was served at Jacob's Pharmacy in Atlanta, where it sold more than nine servings a day for a nickel a glass. Since that day, Coca-Cola has continued to bring people together by inspiring moments of optimism and uplift, and providing an antidote to the negative forces of the day.
While Coca-Cola has grown tremendously over the past 124 years, the brand's promise has remained the same -- to inspire moments of optimism and uplift.
What began with one drink at a soda fountain is now the world's largest beverage company, with a global franchise system that operates in more than countries. Coca-Cola is the world's most recognized brand and now anchors a portfolio of more than 500 brands and more than 3,300 beverages. In 2009, 9.8 billion cases of our flagship brand were sold worldwide.
Yet while the business has grown tremendously over the years, the promise of Coca-Cola has remained the same. From "The Pause that Refreshes" to "The Coke Side of Life" and now "Open Happiness," the brand's advertising has always recognized that even amidst the complexity and stress of modern-day life, each day presents opportunities to find moments of simple pleasure.
"Our past has been an amazing story, as we have created connections and inspired happiness for people all around the world," said Joanna Allen, Global Senior Brand Manager. "The expression of happiness is common to every piece of communication Coca-Cola has ever created -- from iconic TV commercials like 'Hilltop,' 'Mean Joe Green,' and 'Grand Gift Auto,' to the murals used to promote Coca-Cola at soda fountains."
The building blocks of brand Coca-Cola -- including football, the Olympics, meals, Christmas and teen recruitment -- focus on inspiring happiness by creating connections that transcend age and geography. "The uplift of a Coca-Cola makes you feel a little more optimistic about the world around you," Allen explains.
Coca-Cola has always been a social brand people love to share with others, and one that brings people together in a number of different occasions. Coca-Cola has tagged along on beach trips, helped cheer on our favorite teams, and enjoyed a seat at the table for family meals. The brand has been there in the good times, and has also strengthened its emotional bond with consumers by bringing a breath of fresh air and positivity during tough times, including periods of war, economic turmoil and social unrest.
"During the Great Depression, for example, Coca-Cola advertising focused on the positive and encouraged consumers to take a break and enjoy life's simple pleasures," said Ted Ryan, Manager, Archives Collection.
From Pharmacy to Facebook Coca-Cola's role as a beacon of happiness has taken on new life in the new media realm. Every day, Coca-Cola is mentioned thousands of times in online communities, blogs and through services like Twitter and YouTube. In fact, more than 5.4 million Facebook users have signed up as fans of the Coca-Cola page since two Coke lovers from Los Angeles created it in August 2008.
Each day, fans from around the world visit the page to express their love and share stories about Coca-Cola, which plays a key role in their lives. The brand is taking a backseat by joining, not hijacking, these online conversations. Doing so shows respect for our consumers and celebrates their creativity.
The phenomenon of social media reminds us that Coca-Cola is our consumers' brand, not ours. By talking with -- and not at -- consumers online through initiatives like "Doses of Happiness," we engage with them in simple, yet meaningful ways, to reinforce the happiness Coca-Cola brings to our daily lives.
"By its nature, Coca-Cola has always been a social brand that consumers share with friends," said Michael Donnelly, Group Director, Global Interactive Marketing Donnelly. "In social media marketing, we want to be everywhere our consumers are, but in a contextual, non-big-brand advertiser way."
Coca-Cola is building brand love among a new generation of consumers by reinforcing the "Open Happiness" message in the digital space through innovative "Doses of Happiness" applications like the "Happiness Machine" viral video (view below) and other social media widgets and mobile goodies, such as Cheers to Happiness and the Coca-Cola Happy Status App on Facebook.
What's next?
"We are facing a moment of renewed belief that we can be optimistic about Coca-Cola's future and the fact that we see so much opportunity for growth," Allen said. "Because what we offer to consumers -- a simple moment of uplift when you reach for an ice-cold Coca-Cola -- is a timeless moment of happiness that is as relevant today as it was in 1886."
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