Coca-Cola

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Jump to: navigation, search This article is about the beverage. For its manufacturer, see The Coca-Cola Company. "Coca-Cola Classic" redirects here. For the NC football game, see Coca-Cola Classic !college football".

Coca-Cola

Product logo

Type Manufacturer Country of origin Introduced Related products

Cola The Coca-Cola Company #nited $tates %&&' (epsi )C Cola *irgin Cola

Coca-Cola is a cola !a type of carbonated soft drin+" sold in stores, restaurants and vending machines in more than ,-- countries. .t is produced by The Coca-Cola Company and is often referred to simply as Coke. /riginally intended as a patent medicine 0hen it 0as invented in the late %1th century by John (emberton, Coca-Cola 0as bought out by businessman sa 2riggs Candler, 0hose mar+eting tactics led Co+e to its dominance of the 0orld soft drin+ mar+et throughout the ,-th century. The company actually produces concentrate for Coca-Cola, 0hich is then sold to various licensed Coca-Cola bottlers throughout the 0orld. The bottlers, 0ho hold territorially e3clusive contracts 0ith the company, produce finished product in cans and bottles from the concentrate in combination 0ith filtered 0ater and s0eeteners. The bottlers then sell, distribute and merchandise Coca-Cola in cans and bottles to retail stores and vending machines. $uch bottlers include Coca-Cola 4nterprises, 0hich is the single largest CocaCola bottler in North merica, ustralia, sia and 4urope. The Coca-Cola Company also sells concentrate for fountain sales to ma5or restaurants and food service distributors. The Coca-Cola Company has, on occasion, introduced other cola drin+s under the Co+e brand name. The most common of these is 6iet Co+e, 0hich has become a ma5or diet cola. 7o0ever, others e3ist, including 6iet Co+e Caffeine-Free, Cherry Co+e, Coca-Cola 8ero, *anilla Co+e and special editions 0ith lemon and 0ith lime, and even 0ith coffee.

The 9as *egas $trip World of Coca-Cola museum in ,---

Contents
:hide;

% 7istory o %.% #se of stimulants in formula o %., Ne0 Co+e o %.< ,%st century , (roduction o ,.% Formula o ,., Franchised production model < =rand portfolio o <.% =ottle and logo design > 9ocal competitors ? dvertising o ?.% $ponsorship of sporting events ' Criticisms @ Coca-Cola as a political and corporate symbol & $ee also o &.% Coca-Cola variations 1 Notes %- 43ternal lin+s

History
See also: The Coca-Cola Company, History section

/ld 2erman Coca-Cola bottle opener. The first Coca-Cola recipe 0as invented in Columbus, 2eorgia, by John $tith (emberton, originally as a coca0ine called (embertonAs French Bine Coca in %&&?.:%;:,; 7e may have been inspired by the formidable success of 4uropean ngelo CarianiAs coca0ine, *in Cariani. .n %&&?, 0hen tlanta and Fulton County passed (rohibition legislation, (emberton responded by developing Coca-Cola, essentially a carbonated, non-alcoholic version of French Bine Cola.:<; The first sales 0ere at JacobAs (harmacy in tlanta, 2eorgia, on Cay &, %&&'.:>; .t 0as initially sold as a patent medicine for five cents:?; a glass at soda fountains, 0hich 0ere popular in the #nited $tates at the time due to the belief that carbonated 0ater 0as good for the health.:'; (emberton claimed Coca-Cola cured many diseases, including morphine addiction, dyspepsia, neurasthenia, headache, and impotence. (emberton ran the first advertisement for the beverage on Cay ,1 of the same year in the Atlanta Journal.:@; For the first eight months only nine drin+s 0ere sold each day. =y %&&&, three versions of Coca-Cola D sold by three separate businesses D 0ere on the mar+et. sa 2riggs Candler acEuired a sta+e in (embertonAs company in %&&@ and incorporated it as the Coca Cola Company in %&&&.:&; The same year, 0hile suffering from an ongoing addiction to morphine, (emberton sold the rights a second time to four more businessmen: J.C. Cayfield, ./. Curphey, C./. Cullahy and 4.7. =lood0orth. Cean0hile, (embertonAs alcoholic son Charley (emberton began selling his o0n version of the product.:1; .n an attempt to clarify the situation, John (emberton declared that the name Coca-Cola belonged to Charley, but the other t0o manufacturers could continue to use the formula. $o, in the summer of %&&&, Candler sold his beverage under the names Fum Fum and Go+e. fter both failed to catch on, Candler set out to establish a legal claim to CocaCola in late %&&&, in order to force his t0o competitors out of the business. Candler purchased e3clusive rights to the formula from John (emberton, Cargaret 6oHier and Boolfol+ Bal+er. 7o0ever, in %1%>, 6oHier came for0ard to claim her signature on the bill of sale had been forged, and subseEuent analysis has indicated John (embertonAs signature 0as most li+ely a forgery as 0ell.:%-; .n %&1,, Candler incorporated a second company, The Coca-Cola Company !the current corporation", and in %1%-, Candler had the earliest records of the company burned,

further obscuring its legal origins. )egardless, Candler began mar+eting the product, although the efficacy of his concerted advertising campaign 0ould not be realiHed until much later. =y the time of its ?-th anniversary, the drin+ had reached the status of a national icon for the #$ . .n %1<?, it 0as certified +osher by )abbi Tobias 2effen, after the company made minor changes in the sourcing of some ingredients.:%%; Coca-Cola 0as sold in bottles for the first time on Carch %,, %&1>. Cans of Co+e first appeared in %1??.:%,; The first bottling of Coca-Cola occurred in *ic+sburg, Cississippi, at the =iedenharn Candy Company in %&1%. .ts proprietor 0as Joseph . =iedenharn. The original bottles 0ere =iedenharn bottles, very different from the much later hobble-s+irt design that is no0 so familiar. sa Candler 0as tentative about bottling the drin+, but the t0o entrepreneurs 0ho proposed the idea 0ere so persuasive that Candler signed a contract giving them control of the procedure. 7o0ever, the loosely termed contract proved to be problematic for the company for decades to come. 9egal matters 0ere not helped by the decision of the bottlers to subcontract to other companiesDin effect, becoming parent bottlers.:%<; Co+e concentrate, or Co+e syrup, 0as and is sold separately at pharmacies in small Euantities, as an over-the-counter remedy for nausea or mildly upset stomach.

se of stimulants in formula
The beverage 0as named Coca-Cola because, originally, the stimulant mi3ed in the beverage 0as coca leaves from $outh merica, 0hich the drug cocaine is derived from. .n addition, the drin+ 0as flavored using +ola nuts, also acting as the beverageAs source of caffeine.:%>; (emberton called for five ounces of coca leaf per gallon of syrup, a significant dose, 0hereas, in %&1%, Candler claimed his formula !altered e3tensively from (embertonAs original" contained only a tenth of this amount. Coca-Cola did once contain an estimated nine milligrams of cocaine per glass, but in %1-< it 0as removed.:%?; fter %1->, Coca-Cola started using, instead of fresh leaves, "spent" leaves - the leftovers of the cocaine-e3traction process 0ith cocaine trace levels left over at a molecular level.:%'; :%@; To this day, Coca-Cola uses as an ingredient a non-narcotic coca leaf e3tract prepared at a $tepan Company plant in Cay0ood, Ne0 Jersey.:%&;:%1; .n the #nited $tates, $tepan Company is the only manufacturing plant authoriHed by the Federal 2overnment to import and process the coca plant.:,-;

!e" Coke
Main article: New Co e

Ne0 Co+e stirred up a controversy 0hen it replaced the original Coca-Cola in %1&?. Coca-Cola Classic 0as reinstated 0ithin a fe0 months of Ne0 Co+eAs introduction into the mar+et. /n pril ,<, %1&?, Coca-Cola, amid much publicity, attempted to change the formula of the drin+. $ome authorities believe that Ne0 Co+e, as the reformulated drin+ 0as called, 0as invented specifically to respond to its commercial competitor, (epsi:&; !0hich had more lemon oil and less orange oil, and used vanillin rather than vanilla". 6ouble-blind taste tests indicated that most consumers preferred the taste of (epsi to Co+e. .n taste tests, drin+ers 0ere more li+ely to respond positively to s0eeter drin+s, and (epsi had the advantage over Co+e because it 0as much s0eeter. Coca-Cola tin+ered 0ith the formula and created "Ne0 Co+e". Follo0-up taste tests revealed that most consumers preferred the taste of Ne0 Co+e to both Co+e and (epsi.:citation needed; The reformulation 0as led by the then-C4/ of the company, )oberto 2oiHueta, and the president 6on Geough. .t is unclear 0hat part long-time company president )obert B. Boodruff played in the reformulation. 2oiHueta claimed that Boodruff endorsed it a fe0 months before his death in %1&?I others have pointed out that, as the t0o men 0ere alone 0hen the matter 0as discussed, 2oiHueta might have misinterpreted the 0ishes of the dying Boodruff, 0ho could spea+ only in monosyllables. .t has also been alleged that Boodruff might not have been able to understand 0hat 2oiHueta 0as telling him.:citation needed; The commercial failure of Ne0 Co+e therefore came as a grievous blo0 to the management of the Coca-Cola Company. .t is possible that customers 0ould not have noticed the change if it had been made secretly or gradually, and thus brand loyalty could have been maintained. Coca-Cola management 0as unprepared, ho0ever, for the nostalgic sentiments the drin+ aroused in the merican publicI some compared changing the Co+e formula to re0riting the merican Constitution.:citation needed; The ne0 Coca-Cola formula subseEuently caused a public bac+lash. 2ay Cullins, from $eattle, Bashington, founded the /ld Cola 6rin+ers of merica organiHation, 0hich attempted to sue the company, and lobbied for the formula of /ld Co+e to be released

into the public domain. This and other protests caused the company to return to the old formula under the name Coca-Cola Classic on July %-, %1&?. The company 0as later accused of performing this !olte-face as an elaborate ruse to introduce a ne0 product 0hile reviving interest in the original. 6onald Geough, company president at the time, responded to the accusation by declaring: "$ome critics 0ill say Coca-Cola made a mar+eting mista+e. $ome cynics 0ill say that 0e planned the 0hole thing. The truth is 0e are not that dumb, and 0e are not that smart." The Coca-Cola Company is the 0orldAs largest consumer of natural vanilla e3tract. Bhen Ne0 Co+e 0as introduced in %1&?, this had a severe impact on the economy of Cadagascar, a prime vanilla e3porter, since Ne0 Co+e used vanillin, a less-e3pensive synthetic substitute. (urchases of vanilla more than halved during this period. =ut the flop of Ne0 Co+e brought a recovery. Cean0hile, the mar+et share for Ne0 Co+e had d0indled to only <J by %1&'. The company renamed the product "Co+e .." in %11, !not to be confused 0ith "Co+e C,", a reduced-sugar cola launched by Coca-Cola in ,-->". 7o0ever, sales falloff caused a severe cutbac+ in distribution. =y %11&, it 0as sold in only a fe0 places in the Cid0estern #.$.

#$st century
/n February @, ,--?, the Coca-Cola Company announced that in the second Euarter of ,--? they planned a launch of a 6iet Co+e product s0eetened 0ith the artificial s0eetener sucralose !"$plenda"", the same s0eetener currently used in (epsi /ne.:,%;:,,; /n Carch ,%, ,--?, it announced another diet product, "Coca-Cola 8ero", s0eetened partly 0ith a blend of aspartame and acesulfame potassium.:,<; )ecently Coca-Cola has begun to sell a ne0 "healthy soda" 6iet Co+e 0ith *itamins =', =%,, Cagnesium, Niacin, and 8inc, mar+eted as "6iet Co+e (lus". .n pril ,--@, in Canada, the name "Coca-Cola Classic" 0as changed bac+ to "CocaCola". The 0ord "Classic" 0as removed because "Ne0 Co+e" 0as no longer in production, eliminating the need to differentiate bet0een the t0o.:,>; The formula remained unchanged.

Production
Formula
Main article: Coca-Cola formula

Coca-cola and bubbles The e3act formula of Coca-Cola is a famous trade secret. The original copy of the formula is held in $unTrust =an+As main vault in tlanta. .ts predecessor, the Trust Company, 0as the under0riter for the Coca-Cola CompanyAs initial public offering in %1%1. popular myth states that only t0o e3ecutives have access to the formula, 0ith each e3ecutive having only half the formula.:,?; The truth is that 0hile Coca-Cola does have a rule restricting access to only t0o e3ecutives, each +no0s the entire formula and others, in addition to the prescribed duo, have +no0n the formulation process.:,';

Franchised production model

9arge Ce3ican bottle of Coca-Cola. The Ce3ican formula still uses cane sugar, and not high-fructose corn syrup. The actual production and distribution of Coca-Cola follo0s a franchising model. The Coca-Cola Company only produces a syrup concentrate, 0hich it sells to various bottlers throughout the 0orld 0ho hold Coca-Cola franchises for one or more geographical areas. The bottlers produce the final drin+ by mi3ing the syrup 0ith filtered 0ater and sugar !or artificial s0eeteners" and then carbonate it before filling it into cans and bottles, 0hich the bottlers then sell and distribute to retail stores, vending machines, restaurants and food service distributors.:,@;

The Coca-Cola Company o0ns minority shares in some of its largest franchises, li+e Coca-Cola 4nterprises, Coca-Cola matil, Coca-Cola 7ellenic =ottling Company !CC7=C" and Coca-Cola F4C$ , but fully independent bottlers produce almost half of the volume sold in the 0orld. $ince independent bottlers add sugar and s0eeteners, the s0eetness of the drin+ differs in various parts of the 0orld, to cater for local tastes.:,&;

%rand portfolio
!ame &aunched 'iscontinued !otes Picture

Coca-Cola

%&&' Ce3ico

Coca-Cola Cherry

%1&?

$till available in: merican $amoa, ustria, =elgium, =raHil, China, 6enmar+, Federation of =osnia and 7erHegovina, Finland, France, 2ermany, 7ong Gong, .celand, Gorea, 9u3embourg, Cacau, Calaysia, Congolia, Netherlands, Nor0ay, (hilippines, )eunion, $ingapore, $outh frica, $pain, $0eden, $0itHerland, Tai0an, Tunisia, #nited $tates, and Best =an+-2aHa $till available in: ustralia, 7ong Gong, $outh frica, Ne0 8ealand !'--ml and <?-ml only" and )ussia .t 0as reintroduced in June of ,--@ by popular demand

Coca-Cola 0ith 9emon

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,--, Coca-Cola *anilla ,--@

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Coca-Cola C,

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Bas only available in Japan, Canada, and the #nited $tates.

Coca-Cola 0ith 9ime

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Coca-Cola )aspberry Coca-Cola C? Coca-Cola =lac+ Cherry *anilla Coca-Cola =lK+

June ,--? 4nd of ,--? /nly 0as available in Ne0 8ealand. /nly available in Federation of =osnia and 7erHegovina, 2ermany, .taly, $pain, Ce3ico and =raHil Ciddle of ,--@ Bas replaced by *anilla Co+e in June of ,--@ /nly available in the #nited $tates, France, Canada, CHech )epublic, Federation of =osnia and 7erHegovina and =ulgaria /nly available in Federation of =osnia and 7erHegovina, Ce3ico, Ne0 8ealand and Japan. /nly available in France. /nly available in #nited Gingdom and .reland

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Coca-Cola Citra Coca-Cola 9ight $ango Coca-Cola /range

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%ottle and logo design

The prototype never made it to production since its middle diameter 0as larger than its base. This 0ould ma+e it unstable on the conveyor belts.

6ean reduced the middle diameter...and the famous Contour Coca-Cola =ottle 0as born.

Coca-Cola in the ne0 aluminum bottle. The famous Coca-Cola logo 0as created by John (embertonAs boo++eeper, Fran+ Cason )obinson, in %&&?.:,1; .t 0as )obinson 0ho came up 0ith the name, and he also chose the logoLs distinctive cursive script. The typeface used, +no0n as $pencerian script, 0as developed in the mid %1th century and 0as the dominant form of formal hand0riting in the #nited $tates during that period.

The eEually famous Coca-Cola bottle, called the "contour bottle" 0ithin the company, but +no0n to some as the "hobble s+irt" bottle, 0as created in %1%? by bottle designer, 4arl ). 6ean. .n %1%?, the Coca-Cola Company launched a competition among its bottle suppliers to create a ne0 bottle for the beverage that 0ould distinguish it from other beverage bottles... "a bottle 0hich a person could recogniHe even if they felt it in the dar+, and so shaped that, even if bro+en, a person could tell at a glance 0hat it 0as".:<-; Chapman J. )oot, president of the )oot 2lass Company, turned the pro5ect over to members of his supervisory staff including company auditor T. Clyde 4d0ards, plant superintendent le3ander $amuelson and 4arl ). 6ean, bottle designer and supervisor of the bottle molding room. )oot and his subordinates decided to base the bottleLs design on one of the sodaLs t0o ingredients, the coca leaf or the cola nut, but 0ere una0are of 0hat either ingredient loo+ed li+e. 6ean and 4d0ards 0ent to the 4meline Fairban+s Cemorial 9ibrary and 0ere unable to find any information about coca or cola. .nstead they 0ere inspired by a picture of the gourd-shaped cocoa pod in the 4ncyclopMdia =ritannica 0hich Chapman )oot approved as the model for the prototype.:<%; Faced 0ith the upcoming scheduled maintenance of the mold-ma+ing machinery, over the ne3t ,> hours 6ean s+etched out and created the mold for the bottle. 6ean then molded a small number of bottles before the glass-molding machinery 0as turned off. Chapman )oot approved the prototype bottle and a design patent 0as issued on the bottle in November, %1%?. The bottle 0as chosen over other entries at the bottlerLs convention in %1%' and 0as on the mar+et the same year. =y %1,-, 6eanLs contoured bottle became the standard for the Coca-Cola Company. Today, the contour Coca-Cola bottle is one of the most recogniHed pac+ages on the planet..."e!en in the dar #":<,; s a re0ard for his efforts, 6ean 0as offered a choice bet0een a N?-- bonus or a lifetime 5ob at the )oot 2lass Company. 7e chose the lifetime 5ob and +ept it until the /0ens.llinois 2lass Company bought out the )oot 2lass Company in the mid %1<-s. 6ean 0ent on to 0or+ in other Cid0estern glass factories. lthough endorsed by some, this version of events is not considered authoritative by many 0ho cite its implausibility as difficult to believe. /ne alternative depiction has )aymond 9oe0y as the inventor of the uniEue design, but although 9oe0y did serve as a designer of Co+e cans and bottles in later years, he 0as in the French rmy in the year the bottle 0as invented and did not migrate to the #nited $tates until %1%1. /thers have attributed inspiration for the design not to the cacao pod, but to a *ictorian hooped dress.
:<<;

.n %11@, Coca-Cola also introduced a "contour can", similar in shape to their famous bottle, on a fe0 test mar+ets, including Terre 7aute, .ndiana.:<>; This ne0 can 0as ho0ever never 0idely released.

ne0 slim and tall can has begun to appear in ustralia as of 6ecember ,-, ,--', 0hich costs an average of N, #6. The cans have a distinct resemblance to energy drin+s that are popular 0ith the teenage demographic. .t is un+no0n if this design is of limited edition or may soon replace the current <?? ml cans that have been used in the past !the ne0 slim cans are <-- ml, ma+ing the volume to cost ratio even smaller". .n January ,--@, Coca-Cola Canada changed "Coca-Cola Classic" labelling, removing the "Classic" designation, leaving only "Coca-Cola". Coca-Cola stated this is merely a name change and the product remains the same. Coca-Cola is a registered trademar+ in most countries around the 0orld and should al0ays be 0ritten 0ith the hyphen and not as "Coca Cola". The #$ trademar+ 0as registered in the #nited $tates (atent /ffice on <% January %&1<. .n the #G Coca-Cola 0as registered 0ith the #G (atent /ffice on %% July %1,,, under registration number >,@&%@. .n ,--@, Coca-Cola introduced an aluminum can that is designed to loo+ li+e the original glass bottles that Coca-Cola 0as first distributed in.

&ocal competitors
(epsi is often second to Co+e in terms of sales, but outsells Coca-Cola in some localities. round the 0orld, some local brands do compete 0ith Co+e. .n $outh and Central merica, Gola )eal, +no0n as =ig Cola in Ce3ico, is a fast gro0ing competitor to CocaCola.:<?; /n the French island of Corsica, Corsica Cola, made by bre0ers of the local (ietra beer, is a gro0ing competitor to Coca-Cola. .n the French region of =retagne, =reiHh Cola is available. .n (eru, .nca Gola outsells Coca-Cola. 7o0ever, The Coca-Cola Company purchased the brand in %111. .n $0eden, Julmust outsells Coca-Cola during the Christmas season.:<'; .n $cotland, the locally-produced .rn-=ru 0as more popular than Coca-Cola until ,--?, 0hen Coca-Cola and 6iet Co+e began to outpace its sales.:<@; .n .ndia, Coca-Cola ran+ed third behind the leader, (epsi-Cola, and local drin+ Thums #p. 7o0ever, The Coca-Cola Company purchased Thums #p in %11<.:<&; s of ,-->, CocaCola held a '-.1J mar+et-share in .ndia.:<1; Tropicola, a domestic drin+, is served in Cuba instead of Coca-Cola, in 0hich there e3ists a #nited $tates embargo. Cecca Cola and Oibla Cola, in the Ciddle 4ast, is a competitor to Coca-Cola. .n Tur+ey, Cola Tur+a is a ma5or competitor to Coca-Cola. .n .ran and also many countries of Ciddle 4ast, 8am 8am Cola and (arsi Cola are ma5or competitors to Coca-Cola. .n some parts of China, Future cola or P can be bought. .n $lovenia, the locally-produced Coc+ta is a ma5or competitor to Coca-Cola, as is the ine3pensive Cercator Cola, 0hich is sold only in the countryAs biggest supermar+et chain, Cercator. .n Cadagascar, Classi+o Cola, made by Ti+o 2roup, the largest manufacturing company in the country, is a serious competitor to Coca-Cola in many regions. /n the (ortuguese island of Cadeira, 9aran5ada is the top selling soft drin+. .n the #G Coca-Cola stated that (epsi 0as not its main rival, but rather )obinsons drin+s.:citation needed;

(d)ertising

n %&1-s advertisement sho0ing model 7ilda Clar+ in formal %1th century attire. The ad is entitled $rin Coca-Cola %&. Coca-ColaAs advertising has had a significant impact on merican culture, and is freEuently credited 0ith the "invention" of the modern image of $anta Claus as an old man in red-and-0hite garmentsI ho0ever, 0hile the company did in fact start promoting this image in the %1<-s in its 0inter advertising campaigns, it 0as already common before that.:>-; .n fact, Coca-Cola 0as not even the first soft drin+ company to utiliHe the modern image $anta Claus in its advertising Q Bhite )oc+ =everages used $anta in advertisements for its ginger ale in %1,< after first using him to sell mineral 0ater in %1%?.:>%;:>,; =efore $anta Claus, ho0ever, Coca-Cola relied on images of smartly-dressed young 0omen to sell its beverages. Coca-ColaAs first such advertisement appeared in %&1? and featured a young =ostonian actress named 7ilda Clar+ as its spo+esperson. .n the %1@-s, a song from a Coca-Cola commercial called ".Ad 9i+e to Teach the Borld to $ing", produced by =illy 6avis, became a popular hit single. Coca-Cola has a policy of avoiding using children younger than the age of %, in any of its advertising. This decision 0as made as a result of a la0suit from the beginning of the ,-th century that alleged that Co+eAs caffeine content 0as dangerous to children. 7o0ever, in recent times, this has not stopped the company from targeting young consumers.:citation needed; Co+eAs advertising is rather pervasive, as one of BoodruffAs stated goals 0as to ensure that everyone on 4arth dran+ Coca-Cola as their preferred beverage. This is especially true in southern areas of the #nited $tates, such as tlanta, 0here Co+e 0as born.

$ome of the memorable Coca-Cola television commercials bet0een %1'- through %1&', 0ere 0ritten and produced by former tlanta radio veteran 6on Naylor !B2$T %1<'%1?-, B 2 %1?%-%1?1" during his career as a producer for the CcCann 4ric+son advertising agency. Cany of these early television commercials for Coca-Cola featured movie stars, sports heroes, and popular singers of the day. 6uring the %1&-s, (epsi-Cola ran a series of television advertisements sho0ing people participating in taste tests essentially demonstrating that: "Fifty percent of the participants 0ho said they preferred Co+e actually chose the (epsi". $tatisticians 0ere Euic+ to point out the problematic nature of a ?-R?- resultI that most li+ely all this really sho0ed 0as that in blind tests, most people simply cannot tell the difference bet0een (epsi and Co+e. Coca-Cola ran ads to combat (epsiAs ads in an incident sometimes referred to as the cola warsI one of Co+eAs ads compared the so-called (epsi challenge to t0o chimpanHees deciding 0hich tennis ball 0as furrier. Thereafter, Coca-Cola regained its leadership in the mar+et. $elena 0as a spo+esperson for Coca-Cola from %1&1 till the time of her death. $he filmed three commercials for the company. .n %11> to commemorate her ? years 0ith the company, Coca-Cola issued special $elena co+e bottles.:><; .n an attempt to broaden its portfolio, Coca-Cola purchased Columbia (ictures in %1&,. Columbia provided subtle publicity through Co+e product placements in many of its films 0hile under Co+eAs o0nership. 7o0ever, after a fe0 early successes, Columbia began to under-perform, and 0as dropped by the company in %1&1. Coca-Cola has gone through a number of different advertising slogans in its long history, including "The pause that refreshes", ".Ad li+e to buy the 0orld a Co+e", and "Co+e is it" !see Coca-Cola slogans". .n ,--', Coca-Cola introduced Cy Co+e )e0ards, a customer loyalty campaign 0here consumers earn virtual "points" by entering codes from special mar+ed pac+ages of Coca-Cola products into a 0ebsite. These points can in turn be redeemed for various priHes or s0eepsta+es entries.:>>;

*ponsorship of sporting e)ents

Coca-Cola 0as the first-ever sponsor of the /lympic games, at the %1,& games in msterdam and has been an /lympics sponsor ever since.:>?; This corporate sponsorship included the %11' $ummer /lympics hosted in tlanta, 0hich allo0ed Coca-Cola to spotlight its hometo0n. $ince %1@& Coca-Cola has sponsored each F.F Borld Cup and other competitions organised by F.F . .n fact, one of the F.F tournament trophy: F.F Borld Fouth Championship from Tunisia in %1@@ to Calaysia in %11@ 0as called "F.F - Coca Cola Cup".:>'; .n addition, Coca-Cola sponsors the annual Coca-Cola '-- for the N $C ) Ne3tel Cup auto racing series at 9o0eAs Cotor $peed0ay in Charlotte, North

Carolina. Coca-Cola has a long history of sports mar+eting relationships, 0hich over the years have included Ca5or 9eague =aseball, the National Football 9eague, National =as+etball ssociation and the National 7oc+ey 9eague, as 0ell as 0ith many teams 0ithin those leagues. Coca-Cola is the official soft drin+ of many collegiate football teams throughout the nation. .n .ndia Coca Cola 0as the one of the official $ponsors of the %11' Cric+et Borld Cup. .n 4ngland, Coca-Cola is the main sponsor of The Football 9eague, a name given to the three professional divisions belo0 the (remier 9eague in football !soccer". .t is also responsible for the renaming of these divisions- until the advent of Coca-Cola sponsorship, they 0ere referred to as 6ivisions /ne, T0o and Three. $ince ,-->, the divisions have been +no0n as The Championship !eEuiv. of 6ivision %", 9eague /ne !eEuiv. of 6iv. ," and 9eague , !eEuiv. of 6ivision <". This renaming has caused unrest amongst some fans 0ho see it as farcical that the third tier of 4nglish Football is no0 called "9eague /ne." .n ,--? Coca-cola launched a competition for the @, clubs of the football league - it 0as called "Bin a (layer". This allo0ed fans to place % vote per day for their beloved club, 0ith % entry being chose at random earning S,?-,--- for the club. This 0as repeated in ,--'. The "Bin (layer" competition 0as very controversial, as at the end of the , competitions, 9eeds #nited FC had the most votes by more than double, yet they did not 0in any money to spend on a ne0 player for the club. .n ,--@ the competition changed to "=uy a (layer". This competition allo0ed fans to buy a bottle of Coca-Cola 8ero or Coca-Cola and submit the code on the 0rapper on the Coca-Cola 0ebsite T000.coca-colafootball.co.u+U. This code could then earn anything from ?-p to S%--,--- for a club of their choice. This competition 0as favoured over the old "Bin (layer" competition as it allo0ed all clubs to 0in some money, instead of all the money going to one 0inning club.

Criticisms
.t has been suggested that some of the information in this articleAs "Criticism" or "Controversy" section!s" be merged into other sections to achieve a more neutral presentation. !6iscuss" Main article: Criticism of Coca-Cola The Coca-Cola Company has been criticiHed for its business practices as 0ell as the alleged adverse health effects of its flagship product. common criticism of Co+e based on its allegedly to3ic acidity levels has been found to be baseless by researchersI la0suits based on these criticisms have been dismissed by several merican courts for this reason. $ince there are indications that "soda and s0eetened drin+s are the main source of calories in :the; merican diet,":>@; most nutritionists advise that Coca-Cola and other soft drin+s can be harmful if consumed e3cessively, particularly to young children 0hose soft drin+ consumption competes 0ith, rather than complements, a balanced diet. $tudies have sho0n that regular soft drin+ users have a lo0er inta+e of calcium !0hich can contribute to osteoporosis", magnesium, ascorbic acid, riboflavin, and vitamin .:>&; The

drin+ has also aroused criticism for its use of caffeine, due to the possibility of physical dependence.:>1; lthough numerous court cases have been filed against The Coca-Cola Company since the %1,-s, alleging that the acidity of the drin+ is dangerous, no evidence corroborating this claim has been found. #nder normal conditions, scientific evidence indicates CocaColaAs acidity causes no immediate harm.:?-; There is also some concern regarding the usage of high fructose corn syrup in the production of Coca-Cola. $ince %1&? in the #.$., Co+e has been made 0ith high fructose corn syrup, instead of sugar glucose or fructose, to reduce costs. This has come under criticism because of concerns that the corn used to produce corn syrup may come from genetically altered plants.:?%; $ome nutritionists also caution against consumption of high fructose corn syrup because of possible lin+s to obesity and type-, diabetes.:?,; .n .ndia, there e3ists a ma5or controversy concerning pesticides and other harmful chemicals in bottled products including Coca-Cola. .n ,--<, the Centre for $cience and 4nvironment !C$4", a non-governmental organiHation in Ne0 6elhi, said aerated 0aters produced by soft drin+s manufacturers in .ndia, including multinational giants (epsiCo and Coca-Cola, contained to3ins including lindane, 66T, malathion and chlorpyrifos D pesticides that can contribute to cancer and a brea+do0n of the immune system. Tested products included Co+e, (epsi, and several other soft drin+s, many produced by The Coca-Cola Company. C$4 found that the .ndian produced (epsiAs soft drin+ products had <' times the level of pesticide residues permitted under 4uropean #nion regulationsI Coca-ColaAs soft drin+ 0as found to have <- times the permitted amount. C$4 said it had tested the same products sold in the #$ and found no such residues.:?<; fter the pesticide allegations 0ere made in ,--<, Coca-Cola sales declined by %?J. .n ,-->, an .ndian parliamentary committee bac+ed up C$4As findings, and a government-appointed committee 0as tas+ed 0ith developing the 0orldAs first pesticide standards for soft drin+s. The Coca-Cola Company has responded that its plants filter 0ater to remove potential contaminants and that its products are tested for pesticides and must meet minimum health standards before they are distributed.:?>; .n the .ndian state of Gerala, sale and production of Coca-Cola, along 0ith other soft drin+s, 0as initially banned, before the 7igh Court in Gerala overturned the ban ruling that only the federal government can ban food products. Coca-Cola has also been accused of e3cessive 0ater usage in .ndia.:??; .n ,--', the #nited $tates Food and 6rug dministration responded to reports that the carcinogen benHene 0as present in unhealthy levels in certain soft drin+s by conducting a survey of more than %-- soft drin+s and other beverages. =ased on this limited survey, the F6 stated that it "believes that the results indicate that benHene levels are not a safety concern for consumers.":?';:?@;:?&;:?1;

Coca-Cola as a political and corporate sym+ol

Coca-Cola advertising in the 7igh tlas mountains !Corocco". The Coca-Cola drin+ has a high degree of identification 0ith the #nited $tates itself, being considered by some an " merican =rand" or to a small e3tent as an item representing merica. The identification 0ith the spread of merican culture has led to the pun "Coca-ColaniHation".:'-; The drin+ is also often a metonym for the Coca-Cola Company. There are some consumer boycotts of Coca-Cola in rab countries due to Co+eAs early investment in .srael during the rab 9eague boycott of .srael !this contrasts sharply to (epsi 0hich stayed out of .srael".:'%; Cecca Cola and (epsi has been successful in the Ciddle 4ast as an alternative. The art group monochrom as part of their ,--? "43perience The 43perience" tour created a "=ric+ /f Co+e". To do this, they put several gallons of Coca-Cola into a pot and boiled it do0n until the residue left behind could be molded into a bric+.:',;

Corporate Responsi+ility , Citi-enship

The Coca-Cola Company gives bac+ to the communities in 0hich it operates in many 0ays. )ecent acts by the Coca Cola Company 0hich are claimed to have had positive social implications include:

.edit/ Promoting di)ersity

Coca-Cola ran+ed ,'th on Fortune magaHineAs list of the "?- =est Companies for Cinorities" in ,-->. :'; B TC7F#9 4F4 4NT4)T .NC4NT and Coca-Cola =ottling company 0as named one of "The Top %-- 4mployers for the Class of ,-->" by =lac+ Collegian magaHine. Coca-Cola 0as named one of the "?- =est Companies for 9atinas to Bor+ for in the #.$." by 9atina $tyle in ,-->. Coca-Cola is among <, companies that have filed "friend of the court" briefs in support of the #niversity of CichiganAs affirmative action policies. Coca-Cola offers domestic partner health benefits to employeesA domestic partners of the same se3, and includes "se3ual orientation" and "gender identity" in its eEual employment opportunity policy, earning a %--J mar+ on the 7uman )ights Campaign FoundationAs Corporate '(uality )nde*.

.edit/ HI0 1 (I'* in (frica

.n $eptember ,--, Coca-Cola announced it 0ould spend up to N? million per year to fund 7.*R .6$ treatment for fricans 0ho 0or+ 0ithin the companyAs bottling system. The company had previously offered treatment to its %,,-corporate 0or+ers in frica. The companyAs bottling system is made up of >independent companies and employs ?&,--- people in frica.:1; Coca Cola frica plans to support 7.*R .6$ programs as part of a N?- million budget to be granted to frican organiHations by the end of the decade.

.edit/ Charita+le donations

The Coca-Cola Company and its bottling partners shipped more than <- million donated &-oH. servings to 7urricane Gatrina 4vacuees.:%-; Coca-Cola donated N%- million to tsunami relief efforts in sia. 4mployees of Coca-Cola in the region also delivered bottled 0ater, food and other supplies. fter the $eptember %% terrorist attac+s on the Borld Trade Center and the (entagon, Coca-Cola and its affiliates committed to a N%, million financial contribution to disaster relief efforts.:%%;

Criticism
Main article: Criticism of Coca-Cola The Coca-Cola Company has been involved in a number of controversies and la0 suits related to its perceived relationship 0ith human rights violations and other perceived unethical practices. number of la0 suits have issued in relation to its allegedly monopolistic and discriminatory practices, some of 0hich have been dismissed, some of 0hich The CocaCola Company agreed to change its business practices and some of 0hich settled out of court. .t has also been involved in a discrimination case. There have been continuing criticisms regarding the Coca-Cola CompanyAs relation to the Ciddle 4ast and #.$. foreign policy. .n regards to environmental issues in .ndia, there has been a controversy over pesticides possibly sho0ing up in the product, as 0ell as the companyAs overuse of local 0ater supplies in some locations, that have sometimes led to severe shortages for regional farmers. (ac+aging used in Coca-ColaAs products have a significant environmental impact but the company strongly opposes attempts to introduce mechanisms such as container deposit legislation. :@; .ts labor practices have been criticised, starting 0ith involvement in the assassinations of trade union-affiliated employees in 2uatemala in the %1@-s and more recently including allegations that Coca-ColaAs bottler, (anamco, hired paramilitary mercenaries 0ho assassinated trade union leaders in Colombia. $everal court cases occurred, such as those by #nited $teel0or+ers of merica and the .nternational 9abor )ights Fund in support of $.N 9T) .N 9, and boycott actions 0ere ta+en against the company. Coca-Cola has also been criticised for its interactions 0ith NaHi-2ermany during Borld Bar .. and for the implications of doing business in .srael during the second half of the t0entieth century and the early t0enty-first century.

2lo+ali-ation
2lobaliHation is not a concept that can be easily defined. broad variety of definitions can be found, depending on 0ho the source is. The general idea ho0ever, is countries and people from around the 0orld becoming more interdependent and closely related. 2lobaliHation has the ability to effect many aspects of society, including, economics, politics, and culture. Technology plays a large role in 2lobaliHation. Bith such sophisticated and convenient systems of communication and travel, it can only be e3pected that counties 0ill influence other countries around the 0orld in a more profound manner.

(esticide issue:
VThere is no issue 0ith the Euality and purity of their products,W said )ic+ FraHier, *ice (resident of Technical $te0ardship, The Coca-Cola Company. $amples of Coca-Cola, Thumps-#p, $prite, Fanta and 9imca have been tested by the highly respected independent laboratory, Central $cience 9aboratories !C$9", in the #nited Gingdom. C$9Ls test results confirm that there are no safety problems 0ith pesticide residues in the soft drin+s made by The Coca-Cola Company in .ndia. )esults from ,--' tests sho0ed less than .% part per billion of any pesticide. VTheir beverages provide not only great taste and refreshment, but absolute Euality Q every bottle, every can, every day, every0here,W said FraHier. VFor the past t0o years. The Coca-Cola Company has been monitoring the purity of our beverages in .ndia using the 4uropean #nion criteria. They are therefore very comfortable supporting the .ndian governmentLs intention to establish criteria for pesticide residues in soft drin+s, based on scientifically validated testing methods.W The Coca-Cola Company has stringent global standards for all the ingredients used in its beverages. Through the Coca-Cola Ouality system, >>% different tests are carried out routinely by bottling operations and e3ternal laboratories to ensure the safety and Euality of our beverages. These

standards are bac+ed by analytical testing protocols for these ingredients, and every plant in the 0orld0ide Coca-Cola system is audited yearly for compliance.

Coca-Cola Employees distributing food packets to the people of Vijaywada.

Coca-Cola India joined hands with the district administration of Vijaywada in Andhra Pradesh to help the people who were hit drastically by the recent cyclone. The unit came forward voluntarily and provided help and relief in the rescue operations. Coca-Cola India supplied 1 !!! food pac"ets in the flood affected hamlets of Vijayawada city. A team of #! associates headed by unit $% mana&er participated in the relief wor".

The past couple of wee"s have been a tryin& time for 'aharashtra and in particular( 'umbai City. The une)pected level of rainfall too" a toll( causin& floods that devastated lives and landscapes.

Thou&h Wada plant was not adversely impacted by the unprecedented floods( many *+ families livin& in *alyan( ,adlapur( -lhasna&ar( Ambernath( Titwala( *hare&aon and Thane were affected. .rom /0th 1uly onwards( 2ada associates came to&ether to drive relief operations and too" turns in ensurin& that food and drin"in& water was made available to the affected *+ families. 13(0!! *inley bottles were also distributed to *alyan( 'unicipal hospital( 4 ,arave villa&e. These efforts were aptly coordinated by 5A 'ana&er( 'r. Prabodh $alde( the .inance mana&er 'r. 6hri"ant %opale"ar and 2elfare 7)ecutive( %avindra 1oshi. %elief efforts were continued for the followin& 1! days. +n 6aturday( 8th Au&ust( the mana&ement team of 2ada held a special lunch for the 18 affected families.

In fact( Coca-Cola was the first or&anisation to provide aid in ,adlapur( much before any news channel even reached the site. Their operators waded throu&h "nee-deep water to ensure that drin"in& water reached families at ,adlapur( as most roads there had been washed away durin& the floodin&

Boats donated to the Fishermen in Cuddalore

Coca-Cola I9:IA 1+I96 $A9:6 2IT$ A9 9;+ T+ 2+%* T+2A%:6 T$7 6+CI+-7C+9+'IC%7$A,I<ITATI+9 +. T$7 T6-9A'I A..7CT7: .A'I<I76

Coca-Cola India in association with Charities Aid .oundation =CA.>( India =an 9;+>( donated si)teen boats to the tsunami-affected families in its first phase of Tsunami %ebuildin& lives .und project. The project was ta"en up at Cuddalore in Chennai

'illions of people had lost their families( near and dear ones and means of livelihood in the heavy waves that washed away everythin&. Coca-Cola( reali?in& its responsibility came forward and joined the hands of solidarity with various 9;+s li"e CA. and ,<766 to wor" towards the sustainable rehabilitation and enhancement of the 6ocio-economic status of the fishermen who were the worst victims of the Tsunami because for them their friend had turned into a foe. The :istrict %evenue +fficer( Cuddalore was the Chief ;uest on the occasion and &ave away si)teen boats to the families. A &roup of five was made and the boats were divided accordin&ly amon&st ei&hty people. A total of twenty-five la"h rupees were contributed towards this rehabilitation pro&ram. Coca-Cola India in its initiative has decided to provide .%P boats( fishin& nets( motori?ed boats and train the affected .ishermen besides providin& them with the psycho-social support.

Their Patna -nit has been awarded @Corporate ocial !esponsibility "ward@ for the year /!!A B !C by the 1.'. Institute of 6peech and $earin&( Patna. The award was &iven to the Patna -nit for the continued support provided towards upliftment of physically challen&ed children. 6ince last one-year( the principal focus of Patna -nitDs Citi?enship activities has been supportin& the physically challen&ed. The multiple initiatives in this direction include B +r&ani?in& 6ports for :eaf and

:umb ( Cultural Pro&rammes( 7ducational Trip to Plants etc. The Award was presented to the A;'( Patna - 'r. 6aurabh Pande( by the <o"ayu"th of ,ihar( 6hri 9armadeshwar Pande in a ceremonial function held in Patna on /A-6eptember /!!C( the International :eaf 4 :umb :ay.

Not only field of emergengy but also a +een interest in other activities:
Cric+et for Care
In the Eear /!!#( Coca-Cola India and The Cric"et Club of India joined hands to set up a cric"et trainin& camp for the promisin& youn&sters from 'umbai in the a&e &roup of 1A - 18 years. After a ri&orous selection procedure( /! deservin& boys &ot selected across 'umbai. The camp aims at the youth who cannot afford the coachin& facilities and reFuired infrastructure. It also offers for the first time an opportunity to the youn& aspirin& cric"eters( necessary facilities and coachin& to brin& the best out of them. The coachin& camp GCric"et for CareG which started in 'ay /!!# and providin& coachin& to youn&sters by renowned cric"eters li"e 'r. 9ari Contractor( 'r. *iran Ashar and 'r. $anumant 6in&h( 7). Test Cric"eter and a former :irector( 9ational Cric"et Academy( ,an&alore. In addition to the above( coaches 'r. Vijay Alwa( a Fualified trainer was also included in the team to loo" after the physical fitness of the boys. +verall the players selected for this trainin& camp have done e)tremely well in the school tournaments as well as in the other friendly &ames they played. Team of GCric"et for CareG has been winnin& most tournaments it participated and several youn&sters scorin& centuries and ta"in& rich haul of wic"ets.