Grandes marcas

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THE PRODUCT
Coca-Cola. It’s a simple idea, really. Drinking a
Coke makes people happy. It tastes good. And it’s
an invitation to live on the positive side of life.
That’s the message behind “The Coke Side of
Life,” brand Coca-Cola’s overarching marketing
platform. It has been created to invite people to
create their own positive reality, be spontaneous,
listen to their hearts, andlive in full color.
Coca-Cola has always been at its best when it
reflects the simple, optimistic moments in life.
The Coke Side of Life recognizes that the most
universal experiences are those where Coca-Cola
is refreshingly honest and uplifting.
RECENT DEVELOPMENTS
As part of a continuous stream of innovation,
Coca-Cola North America continues to expand its
broad beverage portfolio to meetthe ever-evolving
needs of consumers who seek choice and
variety in the beverages they drink.
Diet Coke Plus: Diet Coke Plus is a
sparkling, calorie-free beverage with vitamins
and minerals. In addition to providing great,
refreshing taste, Diet Coke Plus is a good
source of vitamins B3, B6, and B12, and
the minerals zinc and magnesium.
Enviga: Enviga, a new sparkling
beverageinnovation proven to burn calories,
is available in three flavors — green
tea, berry, and peach. Enviga, which contains
the optimum blend of green tea
extracts, caffeine, and naturally active plant
micronutrients, is designed to work with the
body to increase calorie burning by gently
boosting the drinker’s metabolism.
Vault Red Blitz: Vault, the hybrid energy
soda that was introduced in 2006, hasadded a new
flavor to the lineup with Vault Red Blitz. With its
vivid red color, bold Vault graphics, and a new
berry-injected flavor, Vault Red Blitz broadens the
Vault trademark to attract non–citrus drinkers to the
hybrid energy soda segment created by Vault.
Full Throttle Blue Demon:
For the latest flavor of Full
Throttle, the brand is unleashing
the power of Mexican luchador(wrestler) and movie legend, the
Blue Demon. The new energy
drink features the exotic taste of
Blue Agave flavoring and is the
first product from Coca-Cola
North America to feature fully
bilingual packaging, including
labeling and nutritional information.
Marketing for Full
THE MARKET
The Coca-Cola Company is the world’s largest
beverage company. Along with Coca-Cola, recognized
as theworld’s most valuable brand,
the company markets four of the
world’s top-five nonalcoholic
sparkling beverage brands,
including Diet Coke, Fanta,
and Sprite, and a wide range
of other beverages, including
diet and light beverages,
waters, juices and juice drinks,
teas, coffees, and energy and
sports drinks. Through the world’s
largest beverage distribution system,
consumers in more than 200countries enjoy the company’s
beverages at a rate exceeding 1.4 billion
servings each day.
ACHIEVEMENTS
Until the mid-1950s, the contour bottle
and bell-shaped fountain glass defined packaging
for Coca-Cola. But as people demanded a wider
variety of choices, the company responded with
innovative packaging, new technology, and
new products.
In 1955, king-size and family-size glass bottleswere introduced with immediate success, followed
by cans in the U.S. market in 1960. The
company then marked several firsts in the softdrink
industry: lift-top cans and bottles with lifttop
crowns in 1964, and a 24-pack “Cluster-Pak”
of cans and tin-free steel cans in 1969.
After more than $250,000 in development
costs and rigorous testing by NASA, the “Coke
Space Can” was accepted forits first mission in
outer space in 1985.
In 1994, the company introduced a new generation
to the famous contour bottle in a plastic
version, first in a 20-ounce size and later in 1-liter
and 12-ounce packages.
In past decades, The Coca-Cola Company has
created new brands to meet the desires of consumers,
starting with Fanta in 1960. Sprite was
launched in 1961, followed by TaB — the...