For many years, few people in the world know the formula, and every person in charge of the company will keep it strictly confidential. It is said that only the first two managers of the company can get a glimpse of these formulas. The company also disclosed relevant information. In order to ensure that the recipe is not stolen, this secret recipe has been locked in a bank in Atlanta since the 1920s. It is equipped with a palmprint recognition system, numerous passwords and heavy steel doors. In the thick wall, it is a safe with higher safety performance. In the safe, it is a metal box containing "the most heavily guarded trade secrets in the world".
After 1986, Coca-Cola Company decided to promote the secret formula as a selling point. Once the story about the mysterious formula spread, it immediately attracted the attention of the whole world, and everyone wanted to find out what this mysterious formula was. People also firmly believe that the popularity of Coca-Cola Company is due to this mysterious formula, which is the fundamental factor that distinguishes it from other cokes. In this case, coke lovers all over the world are interested in Coca-Cola Company. Not only that, every consumer can't help tasting Coca-Cola carefully. After all, they are often very curious when they realize that the drinks they taste contain the biggest secret in the world.
People's attention to this formula has gone beyond the Coca-Cola brand itself and beyond the attention to the color, taste and packaging of Coca-Cola. Everyone's obsession has attracted unprecedented attention to Coca-Cola, and even internal employees have begun to take risks to steal this formula. In 2005, a senior manager of Coca-Cola Company obtained a recipe with others (the source of this recipe is very suspicious) and then tried to sell it to Pepsi, Coca-Cola's biggest competitor.
Maybe I didn't want to get into trouble for myself, maybe I saw through the marketing tactics of Coca-Cola company early in the morning, and Pepsi didn't show any interest at all. As a result, two thieves were arrested by the FBI, which made Coca-Cola's mysterious formula an annual topic and continued to ferment in the next few years.
But in fact, Coca-Cola has no mysterious formula at all. It's just a story made up by Coca-Cola Company and then used to promote itself. If people are careful enough, we can find that as early as 1980s, Coca-Cola replaced the old formula with a new formula, which just highlights the attitude of the company: the formula can be changed at any time, and it doesn't matter at all. In addition, in order to keep all the cokes in the world the same formula, the company claims that it has been transporting the original coke slurry to all the Coca-Cola factories in the world to ensure the secret and taste of the formula, but the problem is that the taste of Coca-Cola in the world is often different, and the taste of Coca-Cola in the United States is not the same as that of Coca-Cola in Europe, China and Mexico.
Although the Coca-Cola Company has repeatedly stated that there is not much difference in the taste of cola after changing the formula, consumers do not buy it. They have been completely captured by the mysterious formula, so everyone began to resist the new Coca-Cola angrily and dumped all the newly bought Coke. Even the Coca-Cola Company didn't realize that its original story would have such great influence, so in the end, they happily compromised with consumers and welcomed the original formula back.
Through simple stories, the managers of Coca-Cola made the company's brand deeply rooted in people's hearts and established almost the strongest brand loyalty in the world. This secret recipe supports almost half of Coca-Cola's brand image. To some extent, Coca-Cola's mysterious formula may be the most successful story marketing case in the world.
In recent years, the Coca-Cola Company and even the whole carbonated beverage industry are in recession, and the sales volume is declining. The old rival Pepsi has been in a state of decline, so it has to start selling snack products to subsidize the economic losses caused by the decline in sales of carbonated drinks. Although the profit of Coca-Cola is declining, it is much better than other companies that rely on mysterious recipes.
In fact, in order to ensure that this mysterious formula is not made public, the Coca-Cola Company has not registered its own formula as a patent for many years, thus ensuring that the Coca-Cola Company will keep this mystery forever. Marketing experts believe: "Mystery is a selling point, which always attracts people's attention and is often regarded as a good quality."
Does the Coca-Cola Company really have a unique formula? For the public, this is inevitable. As long as it is not made public, people's speculation and interest will not stop. However, some people suspect that the Coca-Cola Company has a mysterious formula. Maybe it's just a simple recipe-just like other carbonated drinks. Maybe this formula doesn't exist at all. What's really interesting is that even if Coca-Cola's leaders put a blank piece of paper in that mysterious metal box, they can fascinate people all over the world as long as they don't see this formula.