Explore the surprising origins of the world's most iconic soft drink! From a medicinal tonic with a secret ingredient to a global cultural phenomenon. Discover how Coca-Cola evolved, revolutionized marketing, and shaped popular culture over 130 years. Uncover the strategic moves and innovations that made Coca-Cola a household name in nearly every corner of the planet. #GlobalIcon#BrandHistory#CocaColaStory
00:00The story behind Coca-Cola, how it transformed from a medicinal tonic to the world's most successful soft drink, the Coca-Cola Company, established over 130 years ago in Atlanta.
00:12Georgia, in 1886, has become one of the most iconic brands in the world.
00:17Today, its logo is recognized by an astonishing 96% of the world's population, and its name is the second most understood term globally, right after OK.
00:26It's a true cultural institution and a global symbol of American tastes.
00:31But its origins were far from what we recognize today, from medicinal tonic to refreshing beverage.
00:38The story begins with Dr. John Pemberton, a pharmacist and former colonel in the American Civil War.
00:44After being injured, Pemberton became addicted to morphine.
00:48In 1885, he created and registered French wine Coca Nerve Tonic.
00:52He conceived it as an alternative medicine to help cure headaches, impotence, indigestion, and even morphine addiction itself.
01:00The drink first poured at Jacobs Pharmacy in downtown Atlanta on May 8, 1886.
01:06It was originally based on cocaine from the coca leaf and caffeine-rich extracts of the colonel.
01:11It was inspired by Vin Mariani, a French concoction of Bordeaux, red wine, and cocaine.
01:17But Pemberton adapted it for the abstinent due to an anti-alcohol movement in the U.S. at the time.
01:22While Pemberton invented it, and touted it as a tonic, it was Assa Griggs Candler, another Atlanta pharmacist, who truly brought Coca-Cola to the masses.
01:33Candler secured complete ownership of the business in 1891, and incorporated the Coca-Cola Company in 1892.
01:40He then aggressively marketed the drink, making millions.
01:43Early marketing efforts included distributing free coupons for samples to the Atlanta elite.
01:48A strategy so effective that between 1886 and 1913, one in nine Americans received a free sample of Coca-Cola.
01:56The cocaine content was removed from Coca-Cola's formula around 1903.
02:01However, the company still requires dried coca leaves imported from Peru for its manufacturing process.
02:08It extracts the cocaine from these leaves and sells it to a pharmaceutical manufacturer,
02:12making it the only company in the U.S.A. legally allowed to purify cocaine for medicinal use.
02:18This necessitates a very special arrangement with the Drug Enforcement Agency.
02:23The rise of a global icon.
02:25Initially, Coca-Cola was only sold on tap at soda fountains.
02:29However, a landmark moment occurred in 1899 when the Coca-Cola Company signed its first agreement with an independent bottling company,
02:37allowing them to buy the syrup, and then produce, bottle, and distribute the finished drink locally.
02:43This unique licensing structure became the basis of its extensive distribution system,
02:48which still characterizes much of the American soft drink industry.
02:52A significant part of Coca-Cola's enduring success is its instantly recognizable brand identity, particularly its bottle.
02:59In 1915, owner Asa Griggs Candler set up a competition to create a bottle design.
03:05So unique, it could be recognized even in the dark, or if it were broken.
03:10The winning design from the Root Glass Company featured a bulbous shape modeled on a cocoa bean pod.
03:15A curious detail, as the designers mistakenly believed cocoa was a key ingredient in the drink.
03:21This iconic contour bottle, introduced in 1916, was officially registered as a trademark in 1960,
03:28and has been celebrated in art, music, and advertising.
03:32The distinctive Spencerian script logo has also remained largely consistent since 1886.
03:39Strategic global expansion
03:40Coca-Cola's global dominance was significantly propelled by its strategic approach during World War II.
03:46In 1941, the company S president declared that every man in uniform gets a bottle of Coca-Cola for 5 cents,
03:53wherever he is and whatever it costs the company.
03:56This initiative, framed as supporting the war effort, had a crucial secondary objective.
04:02By making sure Coca-Cola was available to American troops worldwide,
04:06the company cemented its place in the foreign market,
04:08and gained the ability to continue to do business in new territories.
04:12More than 5 billion bottles were distributed to U.S. troops,
04:16with portable soda fountains even being flown into remote areas of the South Pacific.
04:20The war also saw the birth of another major Coca-Cola brand, Fanta.
04:25Due to wartime ingredient shortages,
04:27Coca-Cola's German plants couldn't obtain the necessary components for the original drink.
04:32In response, they created Fanta specifically for the German market.
04:36This demonstrates the company's adaptability and determination
04:39to maintain a market presence, even in challenging circumstances.
04:44Beyond wartime efforts, Coca-Cola has engaged in other strategic partnerships,
04:49notably with McDonald's, beginning in 1955.
04:52This exclusive partnership, which lasted until 2007,
04:57helped both companies grow, with McDonald's becoming Coca-Cola's biggest customer.
05:02Diversification and continued dominance
05:04Over the years, Coca-Cola has continuously expanded its product portfolio far beyond its original drink.
05:11It began diversifying packaging in 1955, with king-size and family-size bottles.
05:18The company purchased rights to Fanta in 1946, introduced Sprite in 1961,
05:24its first Diet Cola tab in 1963,
05:28and later, the highly successful Diet Coke in 1982.
05:31They also ventured into citrus juices with Minute Maid.
05:36Bottled water like Dasani, sports drinks like Powerade,
05:40and enhanced water brands like...
05:41Today, the Coca-Cola company boasts a vast portfolio
05:45of over 500 brands, and approximately 4,000 different beverages.
05:51To put that in perspective,
05:52if you were to try one product from its portfolio every day,
05:56it would take you just under 11 years to try them all.
05:59Coca-Cola also played a significant role in shaping modern popular culture.
06:04The image we have today of Santa Claus, the fat, jolly, red-suited man
06:09was largely popularized and consolidated by Coca-Cola's Christmas advertising campaigns.
06:15Although Santa had been portrayed in red before 1870,
06:19campaigns like the famous 1931 one by artist Haddon Sunbloom
