COCA-COLA® ENG

No. 1
Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the world. Created in Atlanta, Georgia by Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage by mixing Coca-Cola syrup with carbonated water.

Coca-Cola was registered as a trademark in 1887 and by 1895 Coca-Cola was being sold in every state and territory in the United States. In 1899, the company began franchised bottling operations in the United States.

Today, you can find Coca-Cola in virtually every part of the world. The Coca-Cola Company has nearly 400 beverages in its portfolio.

BONAQUA®

Pure taste of crystal water
BonAqua was introduced in Austria in 1970 and Germany in 1986 and currently is marketed in 47 countries. BonAqua is especially popular in the Czech Republic, Finland, Hong Kong, Hungary, Norway, Poland, Russia, Sweden and Ukraine. The product was introduced in Ghana and South Africa in 2001. In 2002, BonAqua was introduced in Spain, marking the entry of The Coca-Cola Company into the bottled water category in that country.

BonAqua provides the pure taste of crystal water. This refreshing product is now available in BonAqua Still, BonAqua Medium Carbonated and BonAqua Lemon, depending on the country.

CAPPY®

Smile at Life
Fruit juices, fruit-flavored soft drinks and vitamin-enhanced versions make this line of beverages a hit throughout the nations of Central Europe. Through an extensive range of flavors, local tastes are met in all sorts of creative ways. In Turkey, for example, Cappy is a top seller, with sour cherry and peach flavors the most likely to be found in the refrigerator.

Cappy also comes in these popular flavors: orange, apple, tropical, apricot, blackcurrant, strawberry-raspberry, and orange spritzer and apple spritzer, though the exact availability varies from country to country.

Cappy Selectii™
Cappy Selectii offers Romanians a delicious choice in breakfast drinks. Available in tomato and orange varieties, the juice was introduced in 2003 in answer to local demand for premium products and natural flavors.

Cappy Selectii contains more than 99 percent natural juice and no added sugar. The tomato variety is seasoned with salt, pepper, celery and onion.

It's available in a 1-liter Tetra Pak, attractively designed to show the origin of the fruit and to reflect the drink's natural content.

Cappy Selectii is known as Cappy Juice™ in Poland, Germany, Austria, Croatia, Serbia/Montenegro, Bulgaria and Turkey.

DIET COKE®/COCA-COLA LIGHT®

Looking good and tasting great!
Diet Coke was born in 1982 and quickly became the No. 1 sugar-free drink in diet-conscious America. Known as Diet Coke in the U.S., Canada, Australia and Great Britain, and as Coca-Cola light in other countries, it's now the No. 3 soft drink in the world.

It's the drink for people who want no calories, but plenty of taste. Ad campaigns around the world for Diet Coke share a playful, sophisticated and sexy attitude.

FANTA®


A favorite in Europe since the 1940s, Fanta was acquired by The Coca-Cola Company in 1960. Fanta Orange is the core flavor, representing about 70% of sales, but other citrus and fruit flavors have their own solid fan base.

Consumers around the world, particularly teens, fondly associate Fanta with happiness and special times with friends and family. This positive imagery is driven by the brand's fun, playful personality, which goes hand in hand with the bright color (particularly orange), bold fruit taste, and tingly carbonation.

Fanta sells best in Brazil, Germany, Spain, Japan, Italy and Argentina. Fanta distribution was increased in the U.S. in 2001 with the return of four flavors: orange, strawberry, pineapple and grape. Orange, the biggest seller, is now available in most of the country.

LIFT®

Fruit-flavored soft drink
Originally introduced in Europe in the 1970s, Lift is a carbonated soft drink with real fruit juice.

It's popular in the South Pacific, South America, Central America, Mexico, and European countries, such as Hungary, Poland and the Czech Republic.


Appealing to young adults, Lift comes in a variety of flavors in these countries, among them lemon, apple, apple-lemon, pear, grape, peach, apple-peach, orange, raspberry, sour cherry, black currant and grapefruit flavors. Lift Plus is a fruit-flavored energy drink introduced in the South Pacific in 2000.

POWERADE®


"Fuel for Life" Beverage System
POWERADE combines carbohydrates with fluids for energy and hydration. It quenches thirst and replenishes minerals and carbohydrates lost during sports or other intense activities.


POWERADE was first launched in the United States in 1990 as a fountain drink and re-launched in 2001 with a new extended line of products. The new POWERADE formula includes B vitamins, which play a key role in energy metabolism. POWERADE is sold in more than 45 countries around the world -- key markets include Australia, Canada, Korea, New Zealand, Mexico, South Africa and the United States.

Launched in summer 2001, POWERADE Light contains only 25 calories per 32-ounce serving and also features B vitamins.

POWERADE is in seven flavors available in various parts of the world: Mountain Blast, Fruit Punch, Lemon-Lime, Arctic Shatter, Green Squall and Jagged Ice. POWERADE Light is offered in certain parts of the world in two new flavors: Andean Chill, a clear, white grape and strawberry flavor blend, and Aleutian Stream, a bright green blend of apple, pear and cherry flavors.

SPRITE®


Clear, crisp, refreshing
Introduced in 1960, Sprite is the world's leading lemon-lime flavored soft drink. Sprite is sold in more than 190 countries and ranks as the No. 4 soft drink worldwide, with a strong appeal to young people.

Millions of people enjoy Sprite because of its crisp, clean taste that really quenches your thirst. But Sprite also has an honest, straightforward attitude about things that sets it apart from other soft drinks. Sprite encourages you to be true to who you are and to obey your thirst.

Advertising and Promotion Campaigns of Coca-Cola in the European Union

Advertising & Promotion Campaigns of Coca-Cola in the European Union Executive Summary 1 Coca-Cola, which was named Beverage Industry's 1999 Company of the Year, has embraced a decentralized operating philosophy, recognizing that each market in which they operate has "different demands which must be met in unique ways"1. Coca-Cola Enterprises (The European bottler for Coke) CEO Henry Schimberg has stated that although they have well-defined general policies, much of the responsibility to succeed and make decisions has to come from each local market, not headquarters in Atlanta.2 While it may seem that firms have to choose between the extremes of a global vs. customized approach, in practice the method used is often a combination of both, "blending uniformity with individual area differences".3 Coca-Cola, for instance, has previously had a successful international soccer-star campaign which featured the same common theme, but with a different celebrity athlete for each targeted country. Such pan-European advertising is becoming increasingly popular and common. 4 This strategy has built a strong global brand awareness not only in Europe but throughout the world. Based on this strong brand awareness, Coca-Co


Coca-Cola and Christmas
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In 1931, the Coca-Cola Company commissioned Chicago illustrator Haddon Sundblom to develop the image of a human-like Santa Claus, based on the positive public response to a magazine advertisement for Coca-Cola depicting such a character that appeared in late 1930. Prior to Sundblom's first rendition in 1931, people envisioned Santa Claus as leprechaun-like, or as a queer mixture of a gnome and a bishop. Over the next third of a century, Sundblom's Santa would be embraced by the public worldwide, and become a holiday tradition.

For inspiration in creating his Santa Claus, Sundblom turned to Clement Moore's 1822 poem "A Visit From St. Nicholas". Moore's description of the toy maker as "chubby and plump, a right jolly old elf" led to an image of Santa that was warm, friendly and human.

Sundblom often used neighborhood kids, dogs and family members as models, changing their hair color, clothes, even genders to suit his subject. Sundblom's original model for Santa was his friend and neighbor Lou Prentice, a retired salesman. After Prentice died in the late 1940's, Sundblom would often find his model by looking in the mirror.

The remaining Santa paintings use Sundblom as his own model -- although he said he added the beard as he painted, rather than growing one.

Haddon Sundblom painted 35 years of Santa portraits that were used in magazine ads and posters, and which now also appear in special exhibitions around the world.

"Of the thousands of pieces of art in our archives, none is as valuable as the Sundblom Santas," said Philip F. Mooney, the Company's archivist. "But their value goes beyond the worth of the paintings themselves."

Another one of Haddon Sundblom's famous creations for the Coca-Cola Company was the Sprite Boy, which was originally used to introduce the brand name Coke in 1942. The Sprite Boy wore either a soda-jerk's cap to promote fountain sales of Coke or a bottle cap to advertise bottled Coca-Cola. After 1949, the Sprite Boy would not appear with Santa again, and he disappeared altogether from advertising for Coca-Cola by 1958.

Haddon Sundblom, who died in 1976, created numerous illustrations used in advertising for Coca-Cola over the years, but is best known for the Santa and Sprite Boy characters.

*My entire page, including pictures, was featured in the Nov. - Dec. 1997 Christmas Edition issue of The Cola Commentary, which is the Iowa Chapter of the Coca-Cola Collectors Club newsletter. Special thanks to Chuck Hardy, editor, for keeping up the Coca-Cola and Christmas spirit!
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The range of Coca-Cola trademarked beverage brands in Moldova includes Coca-Cola, Coca-Cola light, Fanta, Sprite, Kinley, Cappy, Frutina and BonAqua.


» In early 2001, Coca-Cola introduced Frutina to Moldova, developed especially to suit local consumer tastes. The carbonated soft drink is offered in four popular flavors - cream-soda, lemonade, strawberry and tarhun.


Recent marketing initiatives in Moldova include:


» The "Refresh yourself with a shower of prizes" promotion, where consumers collected crowns and caps from promotional bottles to exchange at redemption centers for one of 27,000 prizes, including bicycles, mobile phones, scratch cards, cinema tickets and Coca-Cola memorabilia. The closures could also be exchanged for coupons that allowed people to participate in a final drawing, with a Skoda Fabia car as the main prize.

» Offering, in collaboration with Cinema Patria, the largest cinema in the capital, the opportunity to win attractive Coca-Cola prizes in weekly drawings. The "Don't lose your chance to visit America, the mother land of Coca-Cola!" promotion, culminated in a final event that took place on the Republic of Modova's National Children's Day in the center of Chisinau, with entertainment on three stages, including puppet shows and circus artists as well as children's games. The main prize of the final draw was a trip to The World of Coca-Cola Museum in Atlanta; other prizes included mini stereos and traveller bags.

» Special discount promotions for Coca-Cola and BonAqua during the Easter and Christmas seasons. Locally-produced posters and signs featuring holiday season designs are created for these promotions.