What's in a Name?: Coca-Cola

Coca-Cola has an extraordinary history, from its modest beginnings as one pharmacist’s concoction to becoming an immensely successful company overseeing hundreds of other brands. Over the last century and a half, this beloved brand has dominated the industry, all thanks to a certain sweet, flavorful syrup.

The best-selling soft drink and one of the ten most powerful brands in the world, Coca-Cola has become one of history’s most iconic household names. But what is now a global powerhouse with a portfolio of thousands of beverages started out as just a singular soda concoction nearly 150 years ago.

Medicinal Elixir Becomes a Sweet Mixer

In the late 19th century, an Atlanta, Georgia pharmacist named Dr. John Stith Pemberton created a unique syrup with coca leaf extract and caffeine from the kola nut, intended for use as a tonic to provide relief from common ailments. On May 8, 1886, he brought his concoction to the local Jacobs' Pharmacy where it was mixed with soda water and sampled. Immediately, the beverage was pronounced “excellent” and was quickly put on sale as a soda fountain drink priced at five cents a glass.

Based on the main ingredients, the name “Coca Kola” came easily. However, Dr. Pemberton's partner and bookkeeper, Frank M. Robinson, had a creative eye and suggested that using two “Cs” instead would look better in advertising. So, with his excellent penmanship, Robinson sketched out the first “Coca-Cola” logo in the iconic script that has influenced its design ever since.

Advertising Innovation Creates a Global Sensation

Unfortunately, Pemberton never got to witness just how significant his creation would become. In the first year, Coca-Cola averaged sales of about nine drinks per day, equating to approximately $50. Soonthereafter he sold his recipe to Asa Candler, another Atlanta pharmacist and businessman, and died just a few years later. Over the next decade, Candler used innovative marketing strategies such as branded calendars, clocks, and soda fountain urns to increase syrup sales by 4,000 percent, making it one of the most popular fountain drinks in the country.

By the turn of the century, celebrities such as Hilda Clark, Aretha Franklin, and Arnold Palmer began endorsing the beverage, and its first advertisement in a national magazine occurred in 1904. In 1930, Coca-Cola began catering to a global market with distribution outside of the US, and in 1941, the hypocorism “Coke” was introduced.

Coca-Cola’s expansive advertising techniques and budget have been key to its success. As media evolved, the brand adapted with it, utilizing billboards, radio sponsorships, and TV spots, featuring catchy songs and slogans such as the heartfelt “I’d Like to Buy the World a Coke” campaign in 1971, which is still frequently named as one of the best commercials of all time. The brand is also often credited with popularizing the now “standard” image of Santa Claus as a big, jolly man with a red suit and white beard – the depiction of artist Haddon Sundblom, who illustrated the well-known Coca-Cola Christmas ads.

Coke's Evolution Sparks a Beverage Revolution

With time, Coca-Cola's portfolio expanded beyond the classic cola with the introduction of new flavors and products. With its own interesting naming story, Diet Coke made its debut in 1982, catering to a growing health-conscious market. At the time, it was thought that “sugar free” painted Coca-Cola’s main ingredient in a negative light, and “light” was taken by a competitor. So, the team decided on “diet” as an indicator that the drink did not have any sugar or calories. However, for many years, the legal team insisted the product be marketed with a lowercase “d” to represent an adjective and not a noun, so as not to alter the brand’s trademark.

With continued innovation, the company has added numerous new options to their original product, including sugar-free, caffeine-free, and flavors like cherry and vanilla, along with additional sodas, juices, and waters. Today, The Coca-Cola Company’s portfolio includes over 200 brands and thousands of varieties around the world and continues its commitment to producing quality products. According to the company, over 2.1 billion servings of Coca-Cola products are consumed in more than 200 countries and territories everyday.

Coca-Cola's journey from a simple medicinal soda elixir to a global phenomenon was swift and astounding. While Dr. John Stith Pemberton likely could have never dreamed of what his creation eventually turned into, generations of Coke drinkers have him to thank for concocting the most beloved and most popular soda in the world.

For more business-naming stories, check out What's in a Name?: Pepsi, What's in a Name?: 7-Eleven, and, of course, Penny Mustard: Our History.

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