Business success is, among other things, the result of a combination of a good idea, great planning, an honest message and original vision, the correct marketing execution, the perfect branding strategy … I mean, we could go on and on with what really makes a brand very successful, but after all, longevity is only achieved with the loyalty of customers.
Introduced in 1886 with a distinct taste developed from an Atlanta pharmacist’s secret formula and a bottle designed with signature curves, Coca-Cola is one of the most-recognizable names of our time. In November 1915, the Root Glass Company of Terre Haute, Ind., won a bottle-designing creative challenge competition that was created by Coca-Cola to fight off copycat brands. The contest’s mission was to develop “a bottle which a person could recognize even if they felt it in the dark, and so shaped that, even if broken, a person could tell at a glance what it was.”
Almost 100 years later, the Coca-Cola bottle image is stronger than ever and to celebrate such a centennial event, the brand has embarked in many ways to reaffirm its pop-culture strength — and to increase sales after a disappointing 2014. Exhibits, books, worldwide ads, songs, retail campaigns — even an app – has been developed, offering a behind-the-scenes view at the informative archive history of the brand and its famous bottle. Iconic and legendary stars such as Elvis Presley and Marilyn Monroe, as seen above, are appearing in the “I’ve Kissed” global outdoors displays, while local celebrities will be used in local activities.
I got caught up in the 100 years of the Coca-Cola bottle celebration fever in Zurich, where a massive fire truck was cleverly used as a pop-up store, right in the middle of busy Zürich Hauptbahnhof (Zurich Main Station). Yes, I spent almost 30 minutes on line to enter the very impressive and large truck that was pimped out in red for the special occasion.
Inside, an array of merchandise for all tastes and ages awaited, from pop art items to a cookbook (yes, you can cook with Coca-Cola); one couldn’t leave the store empty-handed. Attendees could also take photos with a bottle that was immediately downloaded into the “Kissed By” Coca-Cola site concept. Yes, I have no regrets admitting that I enjoyed every minute of it. After all, it was Zurich, and it is a celebration of the centennial of a brand that I know since I have been kissed by it.
And although, I believe I have heard several times that nothing lasts forever, well, some things do last a life time — in mine, at least!
Gazelle Paulo is a contributing journalist for TheBlot Magazine. Follow him on Twitter and FreakChic.
