Saturday, June 07, 2008

The Coke Story

The Biggest, Oldest, Most Recognized consumer brand on Earth.

Here's Craig Garber with the story from my email recently:

Back in the late 1800's in Jacob's Pharmacy in downtown Atlanta, Dr. John S. Pemberton used to sell a mix of sweet syrup, for 5 cents a glass, from his soda fountain counter.

(Did you grow up in a neighborhood with a soda fountain
when you were a kid? I vaguely remember my local shop, where I used to drink egg creams and read the newest Marvel Comic Books. The place was called Dave's Candy Shop and it was on Grand Avenue and 182nd street in the Bronx, across the street from my building.)

Anyway, Pemberton's business partner, Frank Robinson was
the one who came up with the name Coca-Cola and sketched the logo out in flowing script writing.

Here's something funny: Right after they came up with the
name, for the next 8 months, only 13 drinks a day were sold, on average.

Perhaps because of this, when Pemberton
was in need of cash because of some health problems he was having, he sold a two-thirds interest in the recipe for his syrup, for $1,220, along with the sole right to manufacture the syrup. Then, when he died, his son accepted an additional $500 for the family's remaining interest.

The buyer, Asa G.
Candler, was a man who'd come to Atlanta fifteen years earlier, with only $1.75 in his pockets.

Candler was a big believer in advertising, and registered
the Coca-Cola trademark in 1893... and subsequently began giving away thousands of complimentary coupons for fre.e glasses of Coke. He also had big promotional giveaways, awarding souvenir fans, calendars, clocks and other novelties. And this is what started the big machine. Giving away samples -- the age-old "try before you buy."

A few years
later, Howard Candler, Asa's son, took a jug of the syrup on vacation, when he was visiting London, and he received the first international order for five gallons of syrup.

Last year, the Coca-Cola Bottling Company alone (there are
literally dozens of publicly traded related companies) did over $1.5 Billyun in gross sales.

Some other Coke trivia: In 1926, the company president,
Robert Winship, created the first six-pack bottle carton. Packaging Coke in cans then began in 1955.

Coke's such a
well-known brand, that when the first Apollo astronauts came back from their flight, the signs in Times Square flashed "Welcome back to Earth. Home of Coca-Cola."

What's your story?

Now go sell something, Craig Garber

P.S. You know how Coke got started -- here's how I got started:

If you enjoyed this, pass it on to a few of your friends and business associates, and if you have any comments about this message, it's important you leave them right here on my blog:

(c) Copyright, Craig Garber & 2008 Craig Garber (R)
3959 Van Dyke Road #253 Lutz, Florida 33558 USA
813-909-2214 Phone
954-337-2369 Fax

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