In the 1880s, there was a pharmacy in Atlanta, Georgia, USA. The owner, John Bomberton, is an amateur pharmacist. In his free time, he always plays with glassware and various potions for experiments, hoping to invent some new potions. Headache is a common disease that people suffer from, so he focused on the research of headache potion. He discovered that coca leaves and kola berries have a refreshing and stimulating effect. Indians and West Africans have long used them as brain-rejuvenating drugs. He thought why they could not be formulated into a brain-tonifying and headache-relieving potion. What? After many experiments, this brain-boosting potion made of coca leaves, kola nuts, sucrose, edible oil and essence was refined. He named this light brown liquid "Coca-Cola" with the homophony of the words "coca" and "kola". As a new type of headache medicine, Coca-Cola was welcomed by patients, but it was a medicine after all, and its sales volume was minimal.
One day in May 1886, a patient with a headache came to the pharmacy and asked for a cup of Coca-Cola syrup. When the clerk was diluting the potion, he accidentally mixed soda water into it as cold water. The patient didn't know what was going on, so he raised his glass and drank it. He felt refreshed all over his body and shouted repeatedly: "Your Coca-Cola potion today is really great, it tastes wonderful!" Pombotron came out of the back room after hearing the sound and took a sip. The remaining potion in the cup also tastes different from usual, and it is indeed wonderful. After he found out what was going on, he decided to correct his mistakes and prepare Coca-Cola with a new formula. The customer took another swig without wanting to finish. Under his promotion, many customers came one after another asking to taste this special flavor potion, and some simply drank it as a daily drink. A careless mistake by a clerk led to a miracle, and Coca-Cola made its fortune, magically transforming from a potion into a drink that everyone loved.
With his rich pharmacological knowledge and devoted research spirit, the shrewd Pombotron quickly determined the 14 raw materials of Coca-Cola and sealed the formula in a safe in an Atlanta bank, making it a secret. patent. He also asked Robinson, the accountant in his store and an outstanding calligrapher and painter, to design the trademark. Robinson carefully thought out and drew the exquisite and unique trademark "CocaCola". For more than 100 years, Coca-Cola has gone through ups and downs, and the trademark designed by Robinson is still in use today. It can be seen everywhere in the world and has become the traditional emblem of Coca-Cola.
Coca-Cola has developed slightly in the hands of its inventor Pombotron. By 1887, sales increased more than 40 times, from 9 cups per day to 370 cups, and annual sales increased from 25 gallons to 370 cups per day. 1049 gallons. However, although Pombotron had new ideas, he was not good at selling them. He gave the product a nice name, registered a catchy trademark, applied for a patent, and only he knew the formula; he also spent dozens of dollars on advertising, writing "brain-boosting intelligence", "forever youth", etc. Promotional words. Because he did not understand the beverage market in the United States at that time, the quality of the Coca-Cola he created was unclear as to whether it was a potion or a refreshing drink. Moreover, for daily drinking, its medicinal taste was too strong and was not popular with ordinary people. Therefore, Pombotron was on the verge of difficulties after only one year of operation. In addition, he was seriously ill and soon died penniless.
Before Bombaton died, Atlanta pharmacist Asa Kandler bought the Coca-Cola formula patent and manufacturing and sales rights for a small price of $283, becoming the second owner of Coca-Cola. Kandler was not only a pharmacist, but also a businessman who was good at sales and management. He carefully analyzed the reasons for Coca-Cola's poor sales. First, Kandler and his assistants improved the ingredients of Coca-Cola through repeated trials. He cleverly dissolved syrup into the liquid of Coca-Cola, changing its taste and color, making it more suitable for the world's tastes. Secondly, Kandler clarified the nature of commodities that Pombaton ignored. He proposed: "Coca-Cola is not a medicine, but a refreshing drink that is 100% nourishing and healthy. It is a drink that caters to the public's taste and can even be consumed by women and children." Based on this, he formulated the tone of the advertisement as "cool and refreshing" Refreshing drink." From then until now, the advertisement of "Coca-Cola, delicious and fragrant, full of fun, refreshing and refreshing" has been used.
In terms of business methods, Kandler inherited and developed Pombotron's method of only wholesale Coca-Cola liquid and never selling the formula or production rights. All companies that want to distribute Coca-Cola must apply to the company and obtain a "license" before they can purchase the original solution. This prevents useless competition among dealers and focuses all their energy on promoting Coca-Cola's local sales. In addition, Kandler also changed the packaging of the product and designed a beautiful and elegant slim-waisted glass bottle. This unique bottle is instantly recognizable as Coca-Cola, feels comfortable in the hand, and is not easily counterfeited.
Kandler’s efforts were not in vain. As soon as Coca-Cola was launched with its new look, it quickly became a best-seller in Atlanta. At this time, the "Prohibition Movement" coincided with the rise of the United States. Coca-Cola was known as "holy water" and was favored by people. Soon, Coca-Cola was popular throughout Georgia. By 1902, Coca-Cola's sales surged to 360,000 gallons, becoming the most popular American product in many parts of the world. Kandler also became a millionaire.
In 1917, Kandler retired. Coca-Cola changed hands several times in the following two years. Due to poor management, sales were declining and it fell into a serious financial crisis. At this time, Robert Woodruff's father was keenly aware of Coca-Cola's potential market. So in 1919, he spent $25 million to acquire the Coca-Cola soda factory and the Coca-Cola patent rights at a high price, and founded the Coca-Cola Company.
Because Woodruff Sr. was old, he recalled his son, 35-year-old Woodruff Jr., who was already serving as vice president of White Automobile Company. In 1923, Robert Woodruff became the second chairman and general manager of The Coca-Cola Company. Under his painstaking management, the company turned around and prospered rapidly.
Woodruff was born in Columbus, Georgia, in 1890, and received military education when he was young. Before graduating from college at the age of 20, he gave up studying and started business, and later became famous for selling trucks. After he joined the Coca-Cola Company, he often said this mantra to people: "I'm just a salesman." He was indeed a genius salesman. During his more than 60 years in charge of the company, Coca-Cola was sold all over the world and won many awards. Crowned "King of Soft Drinks in the World".
Celebrity Coca-Cola