From soda fountain to American icon.(Drink Coca Cola: Classic Innovation)(marketing the Coca-Cola brand)

Playthings, February, 1999

Who could have foreseen in 1886 that a new soda fountain drink would, over the course of the next 11 decades, become the most recognized brand name in the world?

No one.

Nor could Dr. John Smyth Pemberton, an Atlanta pharmacist, have thought the drink he called "Delicious and Refreshing," a line used on the first Coca-Cola ads and still in use today, that people would decorate their homes with his logo, wear shirts emblazoned with his product's name and have the Coke name become a true lifestyle brand.

BIRTH OF A LEGEND

While Dr. Pemberton may have created the still-secret formula, it was the genius of Atlanta businessman Asa G. Candler who made Coca-Cola a household name. He knew the power of advertising when he...

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