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What
Is Coke?
Profile:
Coke
What
is Coke?
Coke
of the drink variety is different things to different
people.
Yes,
it is a beverage, but it is also the flagship
of one of the most powerful marketing companies
of all time.
Coke
was born in Atlanta, Georgia in 1886, and was
advertised to the masses, starting with the Atlanta
Journal, with the "Drink Coca-Cola"
campaign.
Does
Coke "add life"? No, but it is refreshing.
It's the arguably the ultimate thirst quencher.
Coke
is one of those products, or should that be, experiences,
that has always been there, in the good times
and the bad. Your first drive-in-movie kiss, your
first career promotion. Coke is in fact about
firsts…especially firsts in business.
Coke
is real. Coke is cool. Let's talk business….Coke
equals advertising and sponsorship dollars, and
that all-important; credibility, be it for "peer
pressure" or marketing exercises. From a
PR campaign point of view, if you can secure sponsorship
from Coke, the others will follow, and fast!
What
are magic ingredients of Coke? Coca-Cola contains
45.6 mgs of caffeine per 12 ounce serving, as
does Diet Coke. Don't get me started on Vanilla
and Cherry Coke! Coke does actually contain a
minute amount of cocaine, however the amount is
so minuscule, to all intents and purposes Coke
is cocaine free. Health freaks will be relieved
to read that there is now even "Diet Coke
Caffeine Free"!
Coke
is still the king of the FMCG (fast moving consumer
goods) market. Most of all, Coke is clever.
The
company behind Coke, is the Cola-Cola Company,
a US Giant that was able to capitalise on a youthful,
groovy market many decades ago, just as the US
was developing its cultural roots. Everywhere
you looked, Coke was there - in the movies (an
innovator in product-placement). Today Coke is
often seen in so-called Reality TV programmes.
Down
under in Australia, the late, great "Big"
Tim Bristow, our first male model, was endorsing
the biggest and the best, including the Ford (modeling)
agency, Bond's (chesty) and of course, Coke. Many
fans will be familiar with the "Aussie"
sporting event, the Coca-Cola Classic.
Coke
is moving with the times. Not content with their
"all models come in black" mentality,
they have re-invented "Cherry Coke"
(a little known fact), launched "Vanilla
Coke", and recently pitched for Berri, to
grab a slice of the health conscious market, just
as McDonalds and other fast-food giants have done.
Coke behind fruit juice…that's an A for originality.
Today
Coke even enjoys fan based Coke clubs, that meet
in cafes, and some super fans even design Coke
website tributes. Talk about powerful subliminal
messages.
Coke
has widespread appeal, that is at home in all
cultural and socio economic divisions. From Brussels,
Brooklyn, Bangkok to Baghdad (ok, maybe not Baghdad)-
Coke is all the rage. What's next, an around-the-world
Coke-A-Cola Classic!
Folks,
from whatever angle you view it, Coke is the Real
Thing!
Links:
Coca-Cola
official website
Diet
Coke official website
Coca-Cola
(Australian website)
Articles
The
Australian: Coke's latest squeeze gets fruity
response ... - The Australian - 27th November
2003
Profile:
Coke
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